Overview

Role: Lead UX/UI Designer
Goal: Rebrand and migrate the website from Sanity to Webflow, improving clarity, usability, and user engagement.
Highlights / Responsibilities:

• Led the UX/UI design process from research to high-fidelity implementation.
• Redesigned information architecture and visual language to enhance clarity and product storytelling.
• Migrated content and templates from Sanity to Webflow, ensuring smooth handoff to developers.
• Improved user engagement through more intuitive layouts, consistent design patterns, and interactive components.
• Collaborated closely with marketing and development teams to maintain brand consistency and technical feasibility.

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Problem

The existing website no longer reflected the evolving brand or product direction. Visual inconsistency, unclear hierarchy, and fragmented messaging made it difficult for users to quickly understand the value proposition. Additionally, the legacy setup limited scalability and slowed down content updates.

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Process

The core research began with a content and visual audit of the existing marketing website. This revealed that users struggled to quickly understand the product’s value proposition due to visual inconsistency, unclear hierarchy, and fragmented messaging. These issues weren’t just aesthetic, they directly impacted users’ ability to grasp what GoodHabitz offers and why it’s valuable. From a UX perspective, I combined this audit with stakeholder conversations and heuristic evaluation to define where users hesitated, what messages were most important, and how the layout supported or hindered clarity. This research influenced several design choices:

• Reworked information architecture to improve scanability and ensure key product benefits appeared in intuitive places.
• Created focused wireframes and high-fidelity designs that elevated product messaging over clutter, helping visitors understand GoodHabitz’s engaging learning formats and real business impact quickly.
• Established a scalable design system to ensure consistent visual language and support future growth without fragmenting the brand.

These design decisions did more than create a cleaner website, they aligned the product’s market positioning with the company’s broader goal of making learning feel fun, accessible, and impactful. GoodHabitz’s product vision emphasizes engagement and habit formation in workplace learning, a key message that needed to come through immediately on first contact. The redesign strengthened this alignment by visually reinforcing the brand’s mission (“learning should be a daily habit, not a chore”) and creating a foundation for ongoing marketing and product storytelling. As a result, the redesigned experience helped users quickly understand how GoodHabitz supports skill development across leadership, teamwork, wellbeing, and digital topics, central elements of the product’s long-term value proposition, while also equipping the team with clearer tools and components to evolve the product narrative over time.

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Solution

• Delivered a refreshed visual identity aligned with the updated brand.
• Implemented a clear visual hierarchy and modular layout system.
• Highlighted product value through focused messaging and product/dashboard visuals.
• Established a scalable design system in Figma, enabling ready-to-use sections for new pages and landing page campaigns.
• Created reusable components and styles in Webflow for consistency and faster development.

Result

• Improved clarity of the product offering across key pages, reducing user confusion by 30% (measured via user testing and feedback).
• Increased user engagement through more scannable layouts and stronger visual storytelling, resulting in 20% longer session durations and 15% higher click-through on key CTAs.
• Enabled faster content updates and easier long-term maintenance in Webflow, reducing page build time by 50% and allowing marketing to launch campaigns more efficiently.

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