Full Scale Redesign for a Product Agency
Challenge
GojiLabs' existing site and brand no longer matched the level of client they wanted to attract. The visual identity felt behind modern market expectations, and with 100+ pages and 60+ case studies to account for, any redesign had to hold up at scale, not just look good on a handful of hero pages.
Approach
I started with a deep audit of the existing design, pulling metrics on specific pages and reviewing actual user data to see where the site was underperforming. I reviewed the full sitemap with SEO in mind, since restructuring pages at this scale meant protecting existing search equity, not just improving the look. I also looked at data from marketing campaigns to understand what visitors were actually searching for and landing on, which shaped which pages and case studies needed the most attention first.
What i did
Owned the redesign end to end, from brand direction and information architecture through to page templates and the case study system, as Lead Product Designer on the project.
Rebuilt the information architecture around what the audit surfaced, rather than carrying over the existing sitemap by default.
Designed a system of 30+ unique page templates built to scale across the site's full page count, rather than one off designs for individual pages.
Rebuilt the case study system from scratch, redesigning all 60+ case studies to match the new visual direction and information structure.
Created a new brand guideline system to keep the mature, technical, expert feel consistent as the agency's site and materials continued to grow beyond the initial redesign.
Outcome
- 30+ unique page templates designed
- 60+ case studies fully redesigned
- Improved homepage conversion rate
- New landing pages for the agency's most popular services, each with a lead magnet, generating quality inbound leads post launch