Propella.ai Website Rebuild

Year

2024

Client

Propella.ai - Tech Industry
View Site

Role

Lead UI & UX Designer

Deliverable

Re-fresh the brand and re-design the website

Key outcomes

Built a Webflow site from the ground up, utilising CMS to build service pages.
Harnessed the of power storytelling to help re-focus the brand messaging.

Visit Live Website

The challenge

Deliver a full Webflow website in 8 weeks, including an updated brand, structure, content, and stakeholder alignment.

Guide stakeholders through the decision to consolidate two websites, addressing concerns about disruption and risk.

Overcome limited content for data and AI case studies by collaborating with the technical team to extract meaningful insights.

Create an Information Memorandum utilising the new brand to clearly communicate the client’s offerings and value proposition to potential investors.

‍

Understanding the user

Stakeholders needed clarity on why consolidation mattered and how it would improve usability, brand consistency, and long-term scalability.

Website users needed simplified navigation and clearer messaging across technical service areas.

Technical team members held essential knowledge, so building accurate narratives required translating complex concepts into user-friendly, compelling content.

Understanding user behaviour (click-through rates, content interaction, page flow) helped define a UX strategy that supported engagement and conversion.

Key learnings

Strengthened my end-to-end web project skills - from UX content strategy to interpreting engagement data and seeing the impact directly on the live site.

Deepened my Webflow capability by applying best-practice workflows across a complex build.

Improved at transforming technical insights into clear, value-driven narratives.

Learned how to address stakeholder concerns early, communicate trade-offs, and guide them toward the best long-term UX outcome.

one

1 brand, 2 websites hosted on different domains

two

Unclear how to communicate the new business services

three

Lack of conversion

‍

Business problem

When the business approached us, they were facing a series of challenges affecting growth and customer satisfaction. Their current website felt outdated and failed to meet the expectations of today’s tech-savvy users.

They wanted a fresh, modern look that would not only engage visitors but also reflect their innovative spirit.Additionally, they were juggling two separate websites focusing on two industries, causing a lot of confusion for users.

By consolidating these into one cohesive platform, they aimed to provide a smoother, more intuitive experience for their audiencePropella wanted to showcase their new products within the Data and AI space, that targeted Professional Services.

They needed a clear, compelling way to communicate this new offering to both existing customers and potential new audiences. Our goal was to create a digital space that not only showcased their cutting-edge services but also reinforced their position as a forward-thinking industry leader.

one

Consolidate sites, update sitemap

two

Increase CTR , effectively increasing lead generation

three

Modernise the brand

Measuring success

For this website build, the business required a comprehensive solution that was both efficient and effective. The project had a strict 8-week timeline, necessitating a rapid yet thorough approach to design and development.

We chose Webflow as our platform due to its user-friendly interface and ease of updating, ensuring that the business could maintain and tweak the site post-launch without extensive technical support.

Throughout the project, I personally managed the SEO strategy, ensuring that the site was optimised for search engines to attract and retain more visitors.

The product needed to deliver a modern, consolidated website that communicated the company’s new data and AI services clearly and effectively, while providing an enhanced user experience.

Product roadmap

Benchmarking & site audit

To identify the site's weaknesses, I conducted a comprehensive audit, uncovering several UX content issues, including unclear service offerings and the absence of a clear primary action.

Through benchmarking, I identified a more engaging structure for presenting services, ensuring they are easily understood even by users with no prior knowledge of Data and AI.

Define

Ideate

Recreate the brand

I began this project by tackling the rebranding of their established brand, aiming to create a modern identity that reflected their new direction.

My goal was to seamlessly blend the brand's legacy with a fresh, cohesive digital presence.

Design

Website consolidation

I highlighted how the disjointed nature of maintaining separate sites could confuse their audience and dilute their brand message.
‍

Presenting these insights to the Director and CEO, I demonstrated the benefits of a unified digital presence, emphasising improved user experience and stronger brand cohesion.

User flow

Point of difference

Reworking the main section of the homepage was essential to make the new services accessible and engaging. I segmented the offerings into clear, understandable categories that directly spoke to a users level of understanding.

Creating a logical progression of information, we made the complex world of AI approachable and compelling for all users.

Design

Responsive design

I included different versions for mobile and desktop, where the mobile versions included toggle-drop downs for segments with a lot of content, to aide in reducing cognitive load for users, and provide a cleaner, clutter free home page

Communicate

Investor Communication

The new brand and services were effectively communicated through a sleek capability deck. The content was thoughtfully structured to narrate the Propella.ai story, ensuring that investors and new clients could easily understand and resonate with the product offerings.

Next steps

Track site analytics

Collaborate with marketing to track google analytics and improve the CTR of site pages

Improve ChatBot

Further development of the chatbot on the home page - a product offered by the business - to further attract curiosity in its users

Final notes

Despite time constraints in building the website on Webflow, I successfully delivered a streamlined and efficient site, though with fewer interactive elements than if developers had been involved.

Balancing the tasks of designing a new brand, creating the website, and building it on Webflow, I ensured a strong overall outcome.

While there was less focus on interaction design, the priority was to launch the site swiftly, and we achieved that goal effectively.

Next Project

View next project

Propella.ai Website Rebuild

The challenge

Understanding the user

Key learnings

one

1 brand, 2 websites hosted on different domains

two

Unclear how to communicate the new business services

three

Lack of conversion

Business problem

When the business approached us, they were facing a series of challenges affecting growth and customer satisfaction. Their current website felt outdated and failed to meet the expectations of today’s tech-savvy users.

They wanted a fresh, modern look that would not only engage visitors but also reflect their innovative spirit.Additionally, they were juggling two separate websites focusing on two industries, causing a lot of confusion for users.

By consolidating these into one cohesive platform, they aimed to provide a smoother, more intuitive experience for their audiencePropella wanted to showcase their new products within the Data and AI space, that targeted Professional Services.

They needed a clear, compelling way to communicate this new offering to both existing customers and potential new audiences. Our goal was to create a digital space that not only showcased their cutting-edge services but also reinforced their position as a forward-thinking industry leader.

one

Consolidate sites, update sitemap

two

Increase CTR , effectively increasing lead generation

three

Modernise the brand

Measuring success

For this website build, the business required a comprehensive solution that was both efficient and effective. The project had a strict 8-week timeline, necessitating a rapid yet thorough approach to design and development.

We chose Webflow as our platform due to its user-friendly interface and ease of updating, ensuring that the business could maintain and tweak the site post-launch without extensive technical support.

Throughout the project, I personally managed the SEO strategy, ensuring that the site was optimised for search engines to attract and retain more visitors.

The product needed to deliver a modern, consolidated website that communicated the company’s new data and AI services clearly and effectively, while providing an enhanced user experience.

Product roadmap

Benchmarking & site audit

To identify the site's weaknesses, I conducted a comprehensive audit, uncovering several UX content issues, including unclear service offerings and the absence of a clear primary action.

Through benchmarking, I identified a more engaging structure for presenting services, ensuring they are easily understood even by users with no prior knowledge of Data and AI.

Recreate the brand

I began this project by tackling the rebranding of their established brand, aiming to create a modern identity that reflected their new direction.

My goal was to seamlessly blend the brand's legacy with a fresh, cohesive digital presence.

Website consolidation

I highlighted how the disjointed nature of maintaining separate sites could confuse their audience and dilute their brand message. ‍

Presenting these insights to the Director and CEO, I demonstrated the benefits of a unified digital presence, emphasising improved user experience and stronger brand cohesion.

Point of difference

Reworking the main section of the homepage was essential to make the new services accessible and engaging. I segmented the offerings into clear, understandable categories that directly spoke to a users level of understanding.

Creating a logical progression of information, we made the complex world of AI approachable and compelling for all users.

Responsive design

I included different versions for mobile and desktop, where the mobile versions included toggle-drop downs for segments with a lot of content, to aide in reducing cognitive load for users, and provide a cleaner, clutter free home page

Investor Communication

The new brand and services were effectively communicated through a sleek capability deck. The content was thoughtfully structured to narrate the Propella.ai story, ensuring that investors and new clients could easily understand and resonate with the product offerings.

Track site analytics

Collaborate with marketing to track google analytics and improve the CTR of site pages

Improve ChatBot

Further development of the chatbot on the home page - a product offered by the business - to further attract curiosity in its users

Despite time constraints in building the website on Webflow, I successfully delivered a streamlined and efficient site, though with fewer interactive elements than if developers had been involved.

Balancing the tasks of designing a new brand, creating the website, and building it on Webflow, I ensured a strong overall outcome.

While there was less focus on interaction design, the priority was to launch the site swiftly, and we achieved that goal effectively.

I highlighted how the disjointed nature of maintaining separate sites could confuse their audience and dilute their brand message.
‍