Corporate Website Redesign
DICIO AI’s existing website no longer reflected its position as an industry innovator. The core challenges were threefold: the site’s brand image felt outdated, its product communication was overly dense with descriptive text that confused users, and, most critically, it was failing to convert visitor interest into qualified leads.
My role as design lead was to spearhead the end-to-end redesign, transforming the website from a passive digital brochure into an active engine for business growth.
Our Process: From Diagnosis to Optimization
Our approach was methodical and data-driven, ensuring that every design decision was aligned with strategic business goals and validated by user feedback.
- Diagnosis and Strategic Alignment: We began by facilitating Design Thinking workshops with key stakeholders to build a shared understanding of the project’s goals. This was complemented by extensive industry benchmarking and user research, which allowed us to identify critical gaps in the market and pinpoint the primary pain points in the existing user journey.
- A Microcontent-First Architecture: The key insight from our research was that users were overwhelmed by text. To solve this, we defined a new information architecture based on a “microcontent-first” philosophy—prioritizing clear, scannable headlines, concise copy, and strong visual cues. This strategy guided our iterative design sprints, where we translated the architecture into high-fidelity, testable prototypes.
- Building for Consistency and Confidence: To ensure long-term brand coherence and development efficiency, we established a comprehensive design system in Figma. This library of reusable components became the single source of truth for both design and engineering. Before hand-off, we conducted rigorous usability testing sessions to validate our design choices and de-risk the launch.
- Post-Launch Iteration: The project didn’t end at launch. We performed continuous test cycles, analyzing user behavior data and feedback to identify areas for further optimization, ensuring the website would continue to evolve and improve over time.
Key Achievements: Measurable Impact
The redesigned website delivered significant, quantifiable results immediately following its launch, directly validating our strategic approach and solving the initial challenges.
- Radical Simplicity and a Clearer Message: By focusing on clarity, we reduced descriptive text by 80%. This simplification streamlined site navigation and allowed users to grasp the core value proposition of DICIO AI’s products instantly.
- Direct Impact on Business Growth: The primary goal was to increase conversions, and the new design delivered. The visitor-to-lead conversion rate grew by an impressive 30% in the first quarter after launch, proving the direct link between a better user experience and business success.
- A More Engaging User Experience: We saw a dramatic shift in user behavior. The bounce rate fell by 40%, while the average time on site rose by 25%. These metrics clearly indicated that users were not only staying on the site longer but were more deeply engaged with the content and the brand.
