I led the redesign of Cledara’s marketing website, with the goal of better aligning it with the company’s product maturity, international growth, and updated brand positioning. The project focused on enhancing the website’s usability, increasing lead generation, and better articulating the value of the platform to its core audiences.

Modernize the visual identity and improve UI consistency.

Clearly communicate Cledara’s value to multiple personas (Finance, IT, Operations).

Increase demo requests and conversions.

Create a scalable, modular design system for future pages and updates.

Improve performance and SEO readiness.

Reviewed the legacy site to identify UX and visual gaps.

Conducted interviews with marketing, sales, and product teams to understand messaging goals.

Benchmarked top-performing SaaS websites in adjacent categories (e.g., spend management, finance ops, compliance tools).

The old site was product-heavy but lacked emotional or benefit-driven storytelling.

Pages were long and unfocused, leading to low engagement.

Visuals didn’t reflect the product’s polish or scale.

Rebuilt the sitemap to reduce friction and clarify the user journey.

Organized content by audience needs (Why Cledara, Use Cases, Integrations, Security, Resources).

Created wireframes with a modular layout structure to accommodate future scalability.

Emphasized clear CTAs and digestible content blocks.

Developed a visual system with more white space, sharp typography, and flexible layouts.

Integrated brand colors and illustrations to reflect Cledara’s personality.

Designed components for Webflow implementation (or another CMS, if used).

Worked with dev team to ensure responsive behavior, page speed, and SEO best practices.

Provided motion specs and microinteractions for key components.

Include page examples, such as:

Homepage (hero, trust bar, value props)

Product overview

Demo request flow

Resources or blog

Security & compliance

Increase in demo form submissions.

Improved engagement on product pages.

Bounce rate reduction.

Positive internal feedback from sales and marketing teams.

I was the lead product designer responsible for the full redesign process, including discovery, information architecture, UI/UX design, and cross-functional collaboration with development and marketing teams.

Figma (design system, UI components)

Miro / Notion (site mapping, content planning)

Webflow or CMS tools

Loom (for stakeholder walkthroughs)

The importance of flexible systems for fast-growing SaaS businesses.

How messaging clarity and visual storytelling drive conversions.

Working at the intersection of product and marketing to shape perception.