FullStack Labs
Redesigned FullStack Labs' company website to clarify service offerings and boost engagement. Improved IA, refined messaging, and delivered a cleaner, modern interface.
Service
Product Design, Website design, Design system
Sector
Technology & SaaS
Year
2023
FullStack Labs, a software consultancy, needed to revamp its public-facing website. The old site was starting to show its age – the visual design was dated, the content structure wasn’t optimized, and the messaging didn’t clearly convey FullStack’s strengths.
Potential clients and job candidates visiting the site weren’t getting a strong impression of what FullStack Labs could do. The challenge was to redesign the website to better showcase the company’s services, portfolio, and culture in a way that would engage visitors and convert them into leads (or applicants). We also wanted to improve the mobile experience.
01.
Research & Alignment
Collaborated with key stakeholders, including the CEO, CTO, and VP of Design, to understand the core business goals.
Conducted a competitive analysis and client interviews to refine the brand voice and website structure.
02.
Design System Update & Expansion
We started with FullStack’s existing basic design system, which was initially focused solely on the Talent side of the business.
Updated the design system to reflect the new rebranding, ensuring that both the Talent and Labs divisions were visually cohesive but distinct.
Added a comprehensive set of components specifically for the Labs section to support the new structure, incorporating updated brand colors, typography, and visual assets aligned with the rebrand.
This dual structure within the design system allowed for clear differentiation while maintaining brand consistency across both divisions.
03.
User Experience Refinement
Crafted user flows that segmented the audience into two main paths: Talent Labs and Software Development.
Tested with stakeholders to validate the clarity of the navigation and page structure.
04.
Collaboration with Developers
Worked closely with the development team to bring the designs to life using Webflow, allowing for a responsive, flexible site that required minimal developer intervention post-launch.
The new FullStack Labs website features a fresh design that balances professional and approachable tones. The homepage now immediately tells you who FullStack Labs is and what we do, with clear calls-to-action (“Get a Quote”, “View Our Work”). I introduced an interactive element on the homepage – a dynamic showcase of top projects – so visitors can quickly see examples of our work.
The site’s style uses FullStack’s brand colors more effectively and plenty of whitespace for a clean look. We also implemented a consistent design system across the site (fonts, buttons, icons), which not only looks cohesive but will make it easier to maintain.
On the development side, I collaborated closely with our web developers to ensure the design was implemented faithfully and optimized for performance (fast load times, etc.). We tested the redesigned site with a few friendly users and got feedback that it felt “clearer” and “more engaging” than before, which was a great validation.
-> Positive stakeholder feedback on UX and visual overhaul
-> Improved brand clarity and service understanding
-> Faster time-to-market for updates and content changes
-> Reduced developer dependency with reusable Webflow components
-> Increased engagement and clarity for clients, leading to improved client acquisition.
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