Challenge

The existing website no longer reflected udu’s product or market position. The company was releasing a major update to its platform—one that expanded capabilities, refined workflows, and required stronger messaging to reach the right customer groups.

What the new site needed to achieve:

• present a modernized brand tied to the product launch
• target distinct customer types with tailored content
• visually demonstrate platform features through animation
• create clear pathways into high-quality inbound leads
• support SEO and fast-loading pages
• feel approachable and human, not written like developer documentation

Solution

I approached the redesign as an exercise in turning precision into narrative and making a complex B2B offering feel immediately intelligible—mirroring how udu itself cuts through noise to surface insights.

A refreshed visual identity grounded in the brand guide

I extended udu’s existing brand system to create a modern, cohesive visual language:

• cleaner iconography
• sharper typography choices
• motifs that referenced “targets,” “signals,” and “focus points”
• updated color application for hierarchy and clarity

This became the base for all marketing touchpoints.

Clarifying the product story through visuals and motion

To help prospects grasp platform capabilities quickly, I designed animations that explained key concepts—making abstract workflows concrete and visual.

Using AI as a content accelerator

To move quickly and avoid jargon-heavy copy, I used AI tools to:

• profile customer roles
• draft initial content
• generate accurate industry language
• support blog post creation

This allowed me to maintain speed while ensuring content spoke directly to each audience.

Structuring the website around clarity + targeted messaging

I rebuilt the site’s information architecture and page flows, ensuring each visitor type could understand the product and discover relevant content without friction.

This included:

• reorganized navigation
• targeted content sections
• visual feature explanations
• taxonomy for filtering content
• SEO-aligned structure and performance tuning

Building beyond theme constraints

When the WordPress theme couldn’t support a design need, I modified the theme files directly—expanding what the site could do while keeping everything maintainable.

Strengthening the wider marketing ecosystem

To unify brand expression across channels, I also:

• designed email campaigns
• created print collateral (brochures, banners, one-pagers)
• built dynamic sales proposals for pipeline tools
• set up analytics for marketing insights

Role

• UX consulting on the SaaS product
• Full website redesign + responsive development
• Information architecture + wireframing
• Visual design extending udu’s brand system
• Animation design for feature explanations
• AI-assisted content strategy + writing
• Custom WordPress theme changes
• SEO setup and coordination
• Email, print, and sales collateral design
• Project management + vendor coordination

Outcome

The redesigned site sharpened udu’s narrative, reached the right prospects, and improved inbound engagement. Results included:

• Increased volume of inbound inquiries
• Higher quality prospects reaching out
• Improved SEO benchmarks
• A new internal roadmap prioritizing deeper UX redesign

Customer feedback has been positive, validating the strategic direction.