Website
redesign & build for foundU
Design Brief
As the Visual Design Manager at foundU, I led a complete redesign and rebuild of the company’s website to address serious performance issues. The previous site suffered from an 85% bounce rate, unclear messaging, and an influx of irrelevant demo requests, often from existing users seeking support.
The outdated content, confusing navigation, and cluttered visuals made it difficult for visitors to understand what foundU offers, how it benefits businesses, and why they should engage. My challenge was to create a user-focused website that communicated clearly, encouraged the right conversions, and reflected foundU’s value proposition in a professional, approachable way.
Company
Role
Timeframe
Platform
5 months
Website
Visual Design Manager
foundU
Design Objective
The primary goal was to reduce bounce rates, attract more qualified leads, and improve the overall user experience. This meant crafting a site that was visually clean, easy to navigate, and clearly explained the platform’s capabilities - while maintaining consistency with the brand’s identity. The site needed to do more than just look good, it had to function as a strategic marketing tool that informed, directed, and converted visitors efficiently.
Design Considerations
Clear, Targeted Messaging
Visitors weren’t staying because they didn’t understand what foundU does. I worked with the marketing team to simplify and sharpen the messaging across the site. We introduced clear page headlines, focused copy, and strong calls to action that made it easy for users to grasp the platform’s value at a glance.
Streamlined Navigation
The original site’s structure was overwhelming and disorganised. I redesigned the information architecture to group related content, eliminate redundancy, and reduce cognitive load. The navigation was simplified, allowing users to find what they needed quickly - whether exploring features, booking a demo, or seeking support.
Dedicated Contact & Support Page
Many demo requests were coming from users seeking support, not new business. I introduced a separate Contact page to direct existing customers and employees to the right support resources, like the Employee Help Center or Customer Support team. This freed up the demo request form for genuine prospects, improving lead quality and conversion rates.
Integrations Marketplace
Previously, integration information was only accessible via Customer Support. I built an easy-to-browse Integrations Marketplace where users could discover, explore, and connect integrations directly. This improved product visibility, supported up selling efforts, and reduced pressure on the support team, all while increasing integration-related revenue
Clean, On-Brand Visual Design
I replaced outdated stock photos and unclear product screenshots with a modern, minimal aesthetic. Custom illustrations and icons were used to reinforce key messages, while maintaining a playful and professional tone. The site was fully responsive and optimised for mobile, ensuring a seamless experience across devices.
CMS for Easy Updates
The old website required developers for every change, causing delays and outdated content. I implemented a user-friendly CMS that gave the marketing team full control over content updates, enabling quicker turnaround times for promotions, product releases, and messaging tweaks.
Impact & Results
Reduced Bounce Rate
Improved clarity, cleaner design, and better navigation resulted in a notable drop in bounce rates and longer time-on-site.
Improved Lead Quality
By separating support and sales pathways, demo requests came from more qualified prospects, improving conversion rates.
Increased Integration Sign-Ups
The Integrations Marketplace empowered users to explore features independently, driving more adoption and boosting upsell opportunities.
Easier Content Management
The new CMS allowed non-technical team members to make updates quickly, keeping the site fresh and responsive to marketing needs.
Conclusion
The website redesign transformed a confusing, under performing platform into a strategic sales and engagement tool. By aligning design, content, and functionality, I created a site that not only looked better, but worked better. It now serves as a clearer, more efficient first touch point for potential customers, while supporting ongoing growth through better lead quality, easier management, and a more intuitive user experience.