Product Design, UX/UI Design, B2C
Role: Product Designer
Timeline: 1 Week, Design Sprint
Visionary Insights Page Redesign
Summary
Visionary Insights Website Redesign
Visionary Insights is a business growth consulting brand built to help small businesses scale with more clarity, structure, and confidence. The original website had strong content and a meaningful founder story, but the experience made it difficult for users to quickly understand the business, compare services, and take action. The redesign focused on turning a text-heavy one-page website into a more polished, conversion-focused digital experience with stronger hierarchy, clearer messaging, modular service sections, and a more elevated visual identity.
- Live Website: visionaryinsights.org
- Tools: Figma, Webflow, Spline
- Client: Visionary Insights
Overview
The Challenges
The main challenge was balancing clarity, credibility, and visual impact. Visionary Insights had a strong brand story and valuable service offering, but the original site did not present that information in a way that supported quick decision-making. The target audience included small business owners who are often busy, skeptical of vague consulting offers, and looking for practical support with growth, operations, and profitability
- Create a stronger first impression
- Clarify the business purpose above the fold
- Improve content flow and scanability
- Create a more cohesive brand system
- Support a more premium and professional visual identity
The Goal
The goal was to restructure the experience so users could quickly understand what Visionary Insights does, who it serves, and how to take the next step.
Research and Audit
Original Website Audit
Key UX/UI Issues
1. Weak visual hierarchy
Important content did not stand out clearly, making it harder for users to understand the brand message and service offering quickly.
2. Text-heavy page layouts
Large blocks of copy created cognitive load and made the page harder to scan, especially for users browsing quickly or on mobile.
3. Unclear business positioning
The site did not immediately communicate that Visionary Insights operates as a business growth partner, not just a general consulting service.
4. Inconsistent section structure
Spacing, layout patterns, and content grouping varied across the page, which made the experience feel less polished.
4. Limited service comparison
Service details were not presented in a way that made it easy for users to compare tiers, pricing, and value.
4. Low CTA visibility
The free consultation and contact actions were not prominent enough throughout the experience.
4. Minimal brand cohesion
The original interface did not fully support the upscale, strategic, and modern identity the client wanted to communicate.
Important content did not stand out clearly, making it harder for users to understand the brand message and service offering quickly.
2. Text-heavy page layouts
Large blocks of copy created cognitive load and made the page harder to scan, especially for users browsing quickly or on mobile.
3. Unclear business positioning
The site did not immediately communicate that Visionary Insights operates as a business growth partner, not just a general consulting service.
4. Inconsistent section structure
Spacing, layout patterns, and content grouping varied across the page, which made the experience feel less polished.
4. Limited service comparison
Service details were not presented in a way that made it easy for users to compare tiers, pricing, and value.
4. Low CTA visibility
The free consultation and contact actions were not prominent enough throughout the experience.
4. Minimal brand cohesion
The original interface did not fully support the upscale, strategic, and modern identity the client wanted to communicate.
Research & Strategy
Before redesigning the interface, I reviewed the client’s business goals, target audience, service structure, and desired brand direction. The target user was defined as an established small business owner with roughly 5 to 50 employees, over $10K in revenue, and pain points around chaotic growth, poor margins, unclear systems, and limited operational structure. The ideal user needed to quickly understand the offer, trust the consultant, compare the value of each service tier, and reach out with minimal friction.
Target User Needs
- Understand what Visionary Insights does immediately
- Know whether the service is meant for their business stage
- Compare service packages without feeling overwhelmed
- See a clear process for working together
- Feel trust through founder story, testimonials, and presentation
- Take action through a free consultation CTA
User Personas
Primary
Name: Marcus Thomas
Age: 38
Occupation: owner of a residential HVAC company
Age: 38
Occupation: owner of a residential HVAC company
Marcus is a 38-year-old owner of a residential HVAC company. His business has been operating for about two years, has eight employees, and earns around $650K in annual revenue. He is skilled at his trade and has built his company through referrals, but he struggles with scheduling, unclear cash flow, shrinking margins, and a lack of measurable growth systems. Marcus needs a website that explains the service quickly, shows him a clear process, and gives him a low-friction way to reach out. He does not want to read through long paragraphs or commit to a consultant without understanding the value first.
Information Architecture
One of the biggest UX improvements was restructuring the website from a single long-scroll experience into a clearer multi-page structure.
UX & UI Improvements
User Experience
Clearer Hero Section
The redesigned hero section gives users a stronger first impression by introducing the brand with a more refined visual identity, stronger typography, and a clearer sense of purpose. Instead of making users search for the business description, the new design communicates the brand immediately.
Stronger Content Flow
The homepage was reorganized around a more natural decision-making sequence:
Mission
Founder story
Services
How the process works
Testimonials
Consultation CTA
This helped create a more guided user journey from awareness to trust to action.
Modular Service Cards
The services were redesigned into structured cards so users could compare options more easily. This reduced cognitive load and made pricing, deliverables, and package differences more digestible.
Improved CTA Strategy
The free consultation CTA became more visible and consistent across the experience. Instead of appearing as a hidden or secondary action, it became a natural next step throughout the site.
Better Scanability
Long text sections were broken down into shorter, more focused content blocks. This improved readability and made the page easier to browse, especially for users quickly evaluating the business on mobile.
Dedicated Contact Experience
The contact flow was separated from the homepage so users had a focused place to inquire, book, or connect without having to scroll through the entire site.
The redesigned hero section gives users a stronger first impression by introducing the brand with a more refined visual identity, stronger typography, and a clearer sense of purpose. Instead of making users search for the business description, the new design communicates the brand immediately.
Stronger Content Flow
The homepage was reorganized around a more natural decision-making sequence:
Mission
Founder story
Services
How the process works
Testimonials
Consultation CTA
This helped create a more guided user journey from awareness to trust to action.
Modular Service Cards
The services were redesigned into structured cards so users could compare options more easily. This reduced cognitive load and made pricing, deliverables, and package differences more digestible.
Improved CTA Strategy
The free consultation CTA became more visible and consistent across the experience. Instead of appearing as a hidden or secondary action, it became a natural next step throughout the site.
Better Scanability
Long text sections were broken down into shorter, more focused content blocks. This improved readability and made the page easier to browse, especially for users quickly evaluating the business on mobile.
Dedicated Contact Experience
The contact flow was separated from the homepage so users had a focused place to inquire, book, or connect without having to scroll through the entire site.
User Interface
Visual Hierarchy
I used larger type, stronger section contrast, clearer spacing, and more intentional content grouping to make the page easier to follow.
Layout Consistency
The redesign introduced more consistent section spacing, card systems, button styles, and content alignment. This helped the interface feel more polished and cohesive.
Brand Consistency
The updated visual direction gave Visionary Insights a more recognizable digital identity. The dark background, purple accents, refined typography, and 3D visuals helped the brand feel more premium and memorable.
Motion and 3D Elements
A major part of the visual direction involved incorporating 3D motion elements through Spline and bringing them into Webflow. This was one of the most challenging parts of the project because it required learning how to balance motion, performance, layout responsiveness, and visual storytelling inside a live website build.
Final Solution
Final Soulution
After the usability tests and colllecting insights, I was able to produce iterations and specialized improvements when moving the low fidelity prototype into the high fidelity prototype. I was able to create a unified and dynamic UI, as well as a potential user flow with different interactions and animations. The key features The final website redesign gives Visionary Insights a clearer, more confident, and more conversion-focused digital presence.The new experience improves the original website by creating a stronger brand introduction, better content hierarchy, more organized service information, dedicated pages for deeper exploration, and easier access to consultation actions.The redesign moves the website from a text-heavy informational page into a more strategic business tool that supports trust, clarity, and user conversion.were:
Results and Impact
Impact
The redesign improved the overall user experience by making the website easier to understand, navigate, and act on. Users can now identify what Visionary Insights offers earlier in the experience, compare services more efficiently, and find contact options with less friction.
From a brand perspective, the new website better reflects the client’s positioning as a strategic business growth partner. The interface feels more premium, modern, and trustworthy, which better supports the type of clients Visionary Insights wants to attract.
From a brand perspective, the new website better reflects the client’s positioning as a strategic business growth partner. The interface feels more premium, modern, and trustworthy, which better supports the type of clients Visionary Insights wants to attract.
Lessons
This project strengthened my ability to connect business strategy with UX/UI execution. The redesign was not just about making the website look better. It required understanding the client’s positioning, target audience, service model, and conversion goals.
The biggest technical challenge was learning how to incorporate Spline 3D motion elements into Webflow while maintaining a clean, responsive layout. That process pushed me to think more carefully about motion design, performance, and how interactive visuals can support a brand experience without distracting from usability.
The biggest technical challenge was learning how to incorporate Spline 3D motion elements into Webflow while maintaining a clean, responsive layout. That process pushed me to think more carefully about motion design, performance, and how interactive visuals can support a brand experience without distracting from usability.
Reflections
This project reminded me that strong website design starts with clarity. A visually impressive interface only works when the user can quickly understand the message, trust the brand, and know what action to take next.For Visionary Insights, the most important design decision was simplifying the experience without removing the personality behind the brand. By restructuring the content, improving the hierarchy, and creating a stronger visual system, the final website became more useful for users and more aligned with the client’s business goals.