BuddyCompany Website Redesign

Skills

UI/UX design | Figma | Webflow | UX Research | Information Architecture

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Overview

As a Product Designer at BuddyCompany, I led the redesign of the company’s website to improve clarity, navigation, and conversion. The previous version suffered from fragmented content, unclear structure, and inconsistent visuals — making it difficult for potential customers to understand the company’s services or take action.

The goal was to create a user-friendly and conversion-oriented website that clearly communicates BuddyCompany’s value, simplifies navigation, and supports both desktop and mobile visitors.

The Challenge

The existing website had several usability challenges that impacted business performance:

Unclear navigation: users struggled to understand service categories and where to find relevant info.
Low engagement: high bounce rate and short session duration indicated poor content hierarchy.
Inconsistent visual language: lack of design system made pages feel disconnected.
No clear conversion paths: users didn’t know how to contact sales or request services.

Design Process

Research & Analysis

I started by conducting heuristic evaluation, content audit, and analytics review of the existing website.
Additionally, I interviewed 5 users and 3 stakeholders to understand navigation issues and business goals.

Key findings:

Users often dropped off after the first section of the homepage.
They couldn’t find “Book a Service” or “Contact” buttons easily.
Navigation labels didn’t match user expectations.

I also benchmarked other European service platforms (e.g., TidyApp, Fixit, TaskRabbit) to identify best practices in structure and tone.

Information Architecture

Using collected insights, I redesigned the website structure to improve flow and reduce complexity.

Old structure:
24 top-level pages with redundant or overlapping content.

New structure:
8 main sections, optimized for clarity and conversion:

Home
Services
About
Careers
Blog
Contact
Support
Login

Each page was organized around a single user goal and supported by clear CTAs.

Wireframing & Layout

Created low-fidelity wireframes to define information hierarchy.
Focus areas:

Clear hero section with the value proposition
Simplified navigation menu
Prominent call-to-action buttons
Trust-building elements (partners, testimonials, support section)

After feedback sessions with the marketing team, I moved to high-fidelity mockups in Figma,
using the new Buddy Design System I developed earlier (shared with BuddyPro).

UI Design

The new interface uses a light, modular layout with a focus on whitespace and clarity.
Typography and color choices emphasize trust and simplicity.
Each section was designed for responsive behavior, ensuring a seamless experience across devices.

Testing & Iteration

I conducted usability testing with 6 users, observing how they navigate the homepage and service pages.

Results:

Navigation success rate increased from 60% → 95%
Users found desired pages twice as fast
“Book a Service” click-through rate improved by 27%

Based on feedback, I refined the hierarchy and added visual anchors for quick scanning.

Results & Impact

+25% increase in conversions after the redesign
28% lower bounce rate within the first month post-launch
Improved SEO performance due to optimized structure and internal linking
Consistent brand language across BuddyCompany’s digital touchpoints

Learnings

This project reinforced my understanding of how information architecture and visual hierarchy directly impact business outcomes.
I learned how to balance marketing goals with user needs, and how structured content design can transform usability and trust.