The company name, logos and visuals of this project have been altered and or blurred to protect the NDA with the client. Reach out to me get the real name live and public links 🤝

Summary: On October 2024, I was hired to revamp the brand and web design of one of the fastest growing AI startups in the US

Project Type: Full website revamp for a fast-growing AI tool (250k+ users)

Role: Lead product (UX/UI), brand and motion designer responsible for end-to-end UI, interactive animations and brand refresh.

Timeline: 3 months

Team: I Worked closely with the founders

Goal: Redesign the website completely to improve usability, trust, performance and clarity

Outdated look and feel.

Low user retention/engagement

Lack of clear visual hierarchy and consistency

Cluttered layouts

a) Discovery & Strategy: The previous dark-themed UI felt overly salesy and lacked user trust. The team wanted a complete visual refresh that felt clean, ethical, and credible.

Given the large number of pages across the domain, including main pages, SEO content, and legal documents, I started by mapping the structure with a sitemap. Then, using Microsoft Clarity, I analyzed real user behavior to identify high-traffic pages and underperforming sections like CTAs that needed focused improvements.

b) Wireframes & Structure Based on user research and competitive analysis, I created multiple wireframe variations for key pages. These explored layout structure and consistent placement of elements like headers, CTAs, navbars, FAQs, and features. It served as a foundation for stakeholder discussions before moving into high-fidelity design.

Setting the foundation with consistent visual styles and UI building blocks

One of the key issues with the old UI was its over-reliance on text and low-quality screen recordings that failed to convey the tool’s true power. To solve this, I introduced expressive hero animations that visually showcased the product’s capabilities, along with hover interactions in the features section to boost engagement and onboarding.

Using Jitter, I created over 40 customised animations. All motion designs were planned in Figma, aligned with stakeholder feedback, and then brought to life in Jitter to add energy, clarity, and a more immersive user experience. These animations, combined with the refreshed layout and visual system, brought the final UI to life. The result was a clean, modern interface with thoughtful interactions that not only looked better, but improved clarity, retention, and overall trust in the product — across both desktop and mobile experiences.

This project was a real learning curve. As a one-person design team, I handled everything from brainstorming and ideation to UI design, illustrations, motion, handoffs, and even video editing.

It started off tough, but it quickly turned into one of my proudest and most fulfilling projects. I learned a lot, pushed myself creatively, and built one of the best design partnerships I’ve had so far.

200% increase in engagement and conversions

50% reduction in bounce rate across key pages

Improved clarity and trust based on user behavior via Microsoft Clarity

Higher retention or usage post-revamp