An internal automation and business intelligence team approached my team had a key question:
“Why don’t people trust our product?”
As the lead designer on my team, I took the initiative to audit their digital presence and uncover the root causes. Our goal was to identify what was driving users away and explore how we could rebuild trust and engagement.
Diagnosing the Issues
We conducted a full audit of their digital assets and communication strategy. While they had some strong elements—such as a playful robot mascot and well-crafted videos—several critical flaws stood out.
One issue was particularly alarming: their homepage prominently featured a large orange banner celebrating an “accomplishment” that unintentionally reinforced a fear among users. Instead of inspiring confidence, it likely alienated the very audience they were trying to attract.
Additionally, their website’s structure was confusing, making it difficult for users to find relevant information. The messaging lacked clarity, leaving users uncertain about the platform’s benefits.
Redesigning for Impact
With these insights, we guided the team through a strategic refresh. We:
- Refined messaging to instill confidence rather than doubt.
- Restructured the website, improving navigation and simplifying the user experience.
- Developed a modern, colorful visual identity—engaging but still professional.
Delivering Results
The results were immediate. The redesign led to a 2.5x increase in product usage and a renewed sense of trust from their audience. By focusing on clarity, accessibility, and user needs, we transformed the platform into something people wanted to engage with—bringing the team’s hard work into the spotlight.