Ectos is a B2B SaaS company that aims to help optimize workflows for project managers and admins in construction companies. I had been working for Ectos as their lead designer for nearly two years when I was asked to redesign their website amidst a shift in its positioning toward its AI agent, three distinct product modules, and four distinct customer roles. The new website needed to communicate this new structure, and ideally include animations and interactive elements to do so. I redesigned the homepage and created seven additional pages, covering each module and customer role, to bring the new brand and product positioning to life.

My main objective in this project was to make sure that stakeholders, developers, and designers were all aligned in their vision for the new site, so I decided to hold a workshop where we engaged in some activities. These activities included examining competitor sites and placing either red or green sticky notes to indicate what teams liked or disliked about the design, content, or layout. Then, teams had the ability to assemble their own wireframes using pre-made sections that I designed. This way, we could see how each person's vision for the layout of the site might overlap and diverge. This workshop was essential for establishing a direction that everyone felt confident in, and it helped teams understand why some things might be left out or prioritized when we consider the limits and needs of each department. The workshop also provided me with a clear direction, so I could begin designing and wireframing each section more specifically.

The new website provided me with lessons about vision alignment, rebranding strategies, and how to create animations and interactive elements using AI. Results, analytics, and trends for the effectiveness of the site are unavailable, because things change so fast in a startup company that the numbers that we do have are not necessarily reliable.

However, the new site was successful in providing Ectos a clearer way to present its AI agent, product modules, and customer use cases ahead of investor interviews.

View the live site here!