Quick Brief — for the hiring manager
Problem
Redesign vwo.com — the primary acquisition surface for a $20M ARR global B2B SaaS — across 40+ pages, improving SEO, conversion rates, and brand coherence simultaneously, in parallel design sprints.
My Role
UI Designer. Personally designed 19 of 44 pages. Contributed to VWO brand rebranding and visual design system. Worked under Lead Designer and Design Director with two fellow designers.
Impact
Full 44-page website shipped. Improved SEO and CRO through applied design psychology. Website became the primary acquisition surface for 6,000+ enterprise customers globally.
Approach
Built wireframe templates first for parallel execution. Applied design psychology (facial imagery, visual hierarchy) throughout. Weekly sprints. Balanced enterprise look-and-feel with modern design trends.
Outcomes
19/44 pages designed and shipped as individual contributor. New visual identity established. vwo.com redesign went live as primary acquisition surface for an $20M ARR platform.
Learnings
Scale requires systems before screens. Wireframe templates are worth every hour of upfront investment. When three designers work in parallel, the system is the design — consistency beats creativity.
Pages Designed
19 of 44 pages
Platform ARR
$20M (6,000+ customers)
Approach
Parallel design sprints
Who
Design team collaborated with CTO and Design Directors to redefine Wingify's product (VWO) Branding.
What
Revamping the older version of the Marketing website www.vwo.com.
Why
To catch up with the design trends and also to introduce new features of the SaaS product VWO.
How
Co-creating Wireframes, Branding Guidelines and Visuals of the new web pages while collaborating with the Engineers.
The Challenge
40+ pages. Three designers working simultaneously. One brand voice. The challenge wasn't just making beautiful pages — it was designing a system that would hold together even when three different people were building different sections in parallel.
Every design decision had to be multiplied by 40 and stress-tested against both the enterprise customer's expectations and the latest design trends. And we had to do this in weekly sprints, without slowing down the engineering team waiting on designs.
The Design Principle
"At this scale, the system is the design. Individual screen decisions matter less than the rules that govern all of them."
Design Process
Research & Insights
Facial imagery drives trust
Research showed pages with human faces — especially faces making eye contact — were more positively received and converted better. Applied strategically across key landing pages.
Templates enable speed without chaos
Without wireframe templates, three designers would produce three different layouts. The templates defined structure; designers focused on content and visual execution — enabling true parallelism.
Enterprise look-and-feel is earned
VWO's 6,000+ customers expect professional gravity, not startup playfulness. Design psychology was applied within tight brand constraints — trends were borrowed selectively, never wholesale.
Key Design Decisions
01
Build the template system first
Before designing a single page, we built wireframe templates for section types — hero, feature, social proof, CTA, pricing. This meant three designers could work on different pages simultaneously and the output would be structurally consistent even before visual design began.
02
Design psychology embedded in the brand system
Visual hierarchy, facial imagery placement, contrast ratios for CTAs, and whitespace usage weren't left to individual designer judgment — they were codified in the brand system. Psychology at scale requires systematizing the rules, not trusting instinct page by page.
03
Contribute to rebranding, not just pages
Beyond the 19 pages I owned, I contributed to the VWO brand rebranding effort — typography, color system, iconography, and design language. This gave me leverage across all 44 pages even for sections I didn't directly design.
Outcomes & Impact
19 Pages
Personally designed and shipped as individual contributor on 44-page project
$20M ARR
Platform's acquisition surface — vwo.com served 6,000+ enterprise customers globally
Brand Rebrand
Contributed to full VWO visual identity update: typography, color, iconography
Live
Website remained the primary acquisition surface through multiple subsequent product updates
Learnings
Systems before screens. Every hour spent on wireframe templates saved ten hours of inconsistency fixes downstream. The most valuable design work happened before a single pixel was placed.
Collective consistency beats individual creativity at scale. The discipline required to work within a shared system — and improve the system rather than break it — is a distinct and valuable design skill.
Enterprise design restraint is a feature. Users who pay for B2B software don't want to be surprised by the website. Trustworthiness, clarity, and professional gravity outperform novelty in this context.