Web Design / 2025
October results
TIMELINE
1 Month
THE TEAM
Tejaswini (me) - Designer
MY ROLE
Led the end-to-end redesign of the company website within my first month, owning the process from UX audit to launch.
Migrated the site from Wix to Framer, redefining the design system, content hierarchy, and brand narrative to better support business growth.
Partnered closely with the CEO, GTM Head, and Marketing team to align messaging, visual direction, and launch goals, ensuring the site functioned as both a brand and revenue touchpoint.
Launched the redesigned website on August 28, just weeks after starting the project in early August. This rapid turnaround helped position the website as a reliable, scalable brand asset during a critical growth phase.
To transform the company’s website into a visually striking, conversion-driven, and scalable brand asset one that clearly communicates trust, clarity, and innovation while supporting long-term business growth.
Lack of visual hierarchy: All content carried equal weight, making it difficult for users to scan, prioritize, or understand what mattered most.
Weak storytelling: The website failed to clearly communicate the product’s value proposition or what differentiated it in the construction fintech space.
Poor scalability: Wix limited layout flexibility, responsiveness, and future expansion, creating friction for a growing startup.
Low visual appeal: The design didn’t reflect the modern, tech-forward brand Speedchain was building, weakening credibility and first impressions.
Audit & Heuristic Evaluation:
Conducted a comprehensive UX audit to identify usability gaps, inconsistent patterns, and outdated UI elements.
Mapped the existing content flow and pinpointed pain points, especially for first-time visitors who struggled to understand the product quickly.
Stakeholder Feedback Loops:
Ran rapid feedback sessions with the CEO, GTM Head, and Marketing team to align on business goals, messaging priorities, and brand direction.
These early touchpoints ensured design decisions were grounded in both user needs and company strategy.
Information Architecture & Hierarchy:
Re-architected the site’s structure to create a clear, conversion-focused flow:
Hero → Problem → Solution → Social Proof → Call to Action.Introduced modular content blocks to support scalability, faster updates, and future expansion.
Visual Design System:
Designed a modern, high-contrast visual system using intentional whitespace, strong typography, and a consistent visual rhythm.
Established a clear hierarchy through type, color, and spacing to improve scannability and focus.
Migration to Framer:
Rebuilt the site in Framer to enable faster iteration, smoother collaboration, and zero-code flexibility for the marketing team.
Implemented responsive layouts and interaction patterns to improve accessibility and engagement across devices.
before
The original landing page felt generic, content-heavy, and disconnected from Speedchain’s real audience - construction teams who needed clarity, not clutter.
Key trust signals like testimonials were buried at the bottom, while core messaging and visuals didn’t communicate who the product was for or why it mattered.
what I improved.
Refocused the narrative: Clarified messaging to position Speedchain as a solution built specifically for construction teams, not generic fintech users.
Introduced a human, industry-specific hero: Replaced static imagery with a construction-focused hero video to immediately establish relevance and context.
Brought social proof forward: Elevated testimonials to the top of the page to build trust early in the user journey.
Reduced cognitive load: Removed unnecessary content, jargon, and duplicate sections to create a cleaner, more intentional layout.
Re-organized page hierarchy: Streamlined sections to guide users through a clear story—what Speedchain is, who it helps, and why it matters.
Refined content + voice: Edited copy to sound more direct, confident, and aligned with the tone of a fast-moving startup.
before
The onboarding guide existed only as a long, static PDF that was hard to navigate, easy to overlook, and disconnected from the actual product experience.
what I improved.
Turned documentation into an experience: Replaced the PDF with an interactive, in-product stepper that guides users through setup one step at a time.
Improved clarity and usability: Broke dense instructions into short, sequenced steps so users always know what to do next, reducing confusion and support dependency.
before
The original navigation tried to do everything at once; too many links, too many decisions, and excessive cognitive load.
Users often got lost searching for core information among redundant and unclear menu options.
what I improved.
Simplified the navigation into four intuitive pillars: Products, Solutions, Resources, and About Us, reflecting how users naturally explore a startup site.
Introduced a clear Contact Us CTA to guide users toward the next step, reducing friction and supporting faster conversions.
contact form
before
The contact form felt more like a bot than the start of a human conversation—cold, generic, and visually disconnected from the brand.
Poor visual clarity made it feel uninviting and low-trust.
what I improved.
Redesigned the form to feel warm, human, and intentional using clean typography, intuitive spacing, and a guided layout.
Established clear visual hierarchy and subtle micro-interactions to reassure users and build trust, turning the form from a barrier into an invitation.
before
Pages lacked visual cues and narrative anchors, relying on generic headers and mismatched imagery that created weak first impressions and low engagement.
what I improved.
Introduced purpose-driven hero sections on every page, each starting with a sharp, memorable tagline that clearly communicates what users can do.
Paired each tagline with a storytelling visual snippet to instantly convey value and context.
Created consistency across the site, making every hero a clean, scannable entry point that sets expectations and reduces cognitive load.
team page
before
Team photos were small and visually disconnected, making it difficult for users to connect with the people behind the product.
Inconsistent alignment, small text sizes, and multiple heading styles created poor readability and a confusing hierarchy.
what I improved.
Elevated large, high-quality team photos to humanize the brand and put real faces front and center.
Re-structured the layout with left-aligned, readable typography and consistent sizing for easy scanning.
Established a clear content hierarchy through consistent headings, spacing, and grouping, making the page feel intentional and polished.
multilingual support smart slider
Designed an interactive, Framer-built language slider to instantly demonstrate English ↔ Español support in a single, elegant interaction.
Made multilingual capability obvious, accessible, and demo-ready, highlighting inclusivity without overwhelming the interface.
/Ownership
As the lead designer on the UX redesign project, I guided the vision and strategy, ensuring every design decision aligned with user needs while maintaining consistency and innovation across the platform.
/Fast-paced
The fast-paced nature of the redesign taught me to be adaptable and resourceful, allowing me to iterate quickly, manage shifting priorities, and deliver results without compromising quality.
/Results
By collaborating closely with stakeholders and developers, I learned how thoughtful design can drive tangible results—enhancing the user experience, and ultimately contributing to the product’s long-term success.
Rocket me to the top.