OVERVIEW
As Metigy rolled out its refreshed visual identity within the product, it became clear that the marketing website also required an urgent revamp.
To create a cohesive user experience across both primary touch points, the marketing site needed to align with the product’s updated design language while addressing user pain points and accessibility issues.
Company
Metigy
Metigy
Industry
SaaS
SaaS
Year
2021
2021
Deliverables
Brand Identity
Visual/UI Design
Interaction Design
Design system
Brand Identity
Visual/UI Design
Interaction Design
Design system
The Problem
The existing website created friction in the customer journey:
• Content was visually enticing but difficult to digest
• Key messages were hard to identify and focus on
• Accessibility issues hindered usability
• The overall experience lacked the human connection that our audience craved
• Key messages were hard to identify and focus on
• Accessibility issues hindered usability
• The overall experience lacked the human connection that our audience craved
These gaps prevented the site from effectively communicating Metigy’s value to its core audience of small-to-medium business owners.
My Role
As the first digital design hire in the Growth Marketing team, I led the visual and interaction design of the customer-facing website. I collaborated closely with the Content Lead, Senior Web Developer, and Head of Growth to ensure the redesign balanced marketing goals with a seamless user journey.
Revamping the marketing site
A series of enhancements was implemented on key landing pages. Unlike the previous design that emphasised the platform's capabilities, the new design focused on addressing user pain points, as identified by insights gathered from the UX team.
Fostering familiarity through human connection
Additionally, improvements were applied to the graphic elements on the page, introducing images featuring individuals in business settings while incorporating elements from the product UI.
This approach aimed to establish a human connection and foster familiarity, resonating particularly with our target audience of small to medium business owners. Representing diversity was also a key consideration, acknowledging our global user base.
Building brand awareness
In collaboration with Content and Growth Marketing teams, I also managed the creative direction of digital marketing campaigns that would increase brand awareness and promote new product features across multiple digital channels including email, social media and digital ads.
Google Ads Campaign social ads
Google Ads Campaign social ads
Google Ads Campaign display ads
Google Ads campaign landing page
The Solution
A clearer, more human-centred experience
The redesigned website created a cohesive and human-centered experience that aligned seamlessly with Metigy’s refreshed product identity. By restructuring the navigation and simplifying the content hierarchy, we made it easier for users to discover key information and understand Metigy’s value quickly.
Visual updates, including imagery of diverse professionals in real business contexts and subtle integrations of product UI, helped build trust and familiarity, ensuring the brand felt approachable to small-to-medium business owners worldwide. Extending this refreshed visual direction across digital marketing channels further reinforced brand awareness and established Metigy as a human-first AI platform that balances innovation with empathy.
The Impact
• Improved clarity and accessibility across the website experience
• Strengthened emotional connection with small-to-medium business owners
• Enhanced brand awareness through consistent visuals across multiple digital channels
• Positioned Metigy as a human-first AI platform, balancing innovation with empathy
• Strengthened emotional connection with small-to-medium business owners
• Enhanced brand awareness through consistent visuals across multiple digital channels
• Positioned Metigy as a human-first AI platform, balancing innovation with empathy
