Problem
Outdated, Text-Heavy Design That Failed to Communicate Its Value        

The original website felt outdated and resembled a dense, text-heavy newspaper. It lacked clear visual hierarchy and modern UI patterns, making it hard for users to scan and understand the service.

The Solution
Enhancing Engagement Through Modern Design

Streamlining the Layout for Clarity and Flow

• Prioritized clarity and simplicity to quickly explain the service and reduce cognitive load 

• Used whitespace effectively to guide the user’s eye from top to bottom

• Broke down information into digestible blocks, using icons and numbers for clarity

Simplifying the Experience, Amplifying the Impact 

• Condensed complex steps into a simple, easy-to-follow 3-step flow with clear visuals.

• Modernized the layout with soft gradients, clean typography, and ample white space for better readability.

• Highlighted key value propositions (like the 30% close rate) through bold, visual callouts to increase user impact.

Competitive Analysis
Competitors Use Visual and Interactive Tools to Educate and Engage Users

The power point among these competitors is their use of videos and interactive demos to educate users. They also leverage modern typography and engaging iconography to clearly and visually introduce their services. 

I spoke with 5 Service Providers (including business owners from relevant industries, and Car dealers. The primary goal of these interviews was to uncover their decision-making processes, information needs, and the factors that build trust and make a website effective in presenting a new solution. I then organized my findings through affinity mapping to synthesize key themes and insights, directly informing the website's content, structure, and user experience design.

From my research, I found that if a website doesn’t clearly explain the tool’s benefits or build trust right away, businesses quickly lose interest. Just like with other websites, my interviewees didn’t trust or found it unclear, which leads to low engagement and dropped interest. 

Based on feedback from peers and users, I iterated on my design over several days, resulting in three key improvements:

Doing this website redesign was my first real big project, and I learned a ton about how UX really works. Way more than just the final website, going through all the steps was super helpful. Here's what stuck with me:

Try lots of ideas: I messed around with tons of different ways to fix things for users at the start. I basically redid my design in Figma like two times, with a bunch of little changes each time, to make sure everything made sense for users. Next time, I'll also pay way more attention to making it work for everyone (WCAG stuff!).

Focus on the big picture: Even though I spent weeks researching, my first try at explaining it had too much extra stuff. I learned to cut out the noise and just talk about the main points and how it all helps users. Going forward, I'll focus on the key takeaways.

Mistakes are just learning: I messed up a bunch of things, from how the buttons looked to bigger problems with how the website worked. But getting feedback from everyone helped me fix it. I learned to keep asking if my ideas were really the best for the user, even if I thought they were cool.