Enterprise Website Redesign as a Systems Alignment Initiative
Challenge
The Uniplus website, unchanged for over 10 years, was outdated, content-heavy, and misaligned with evolving business goals, limiting its ability to communicate value, support recruiting, and engage potential clients.
My Role
Led end-to-end product and experience design, reframing the website redesign as a business systems alignment initiative to address misalignment across stakeholders, content, and operational workflows.
Impact & Outcomes
Navigation reduced from 3 → 1–2 clicks, streamlining access to key information
Navigation
Pages
Service architecture simplified from 8 → 5 pages, reducing complexity
Time
Time to clarity reduced from 30 → 10 minutes, accelerating decision-making
+30% projected increase in qualified leads through improved structure and messaging
Leads
Content
40% reduction in content, improving clarity and scannability
Synthesis: Key Insights & Design Journey
Home Page
Design Journey
Before and After - Home Page
Before
After
Final Designs
Home — Overview & Interaction
Added testimonials to establish credibility and strengthen trust in enterprise decision-making contexts.
Service Page After
Careers Page - Before
Careers Page - After
Stakeholder Ecosystem
Engineering
Requires a system that is easy to maintain and update
Leadership
Requires the website to reflect credibility and expertise
Sales & Business Development
Requires a clear way to communicate services to potential clients
Recruiting & HR
Requires candidates to quickly understand roles and company
Marketing
Requires clear communication of services and brand
Design Approach
Business Impact
Service Discoverability
Improved visibility and lead generation
User Clarity & Navigation
Simplified navigation and content structure
System Efficiency
Reduced complexity through scalable design
Business outcomes were driven by aligning systems thinking with user experience decisions.
AI in the Process
Design: Used AI to support design decisions, structure content, and streamline early-stage exploration
Business: Leveraged AI to improve operational efficiency and enable scalable content and system management
Design Process
Insight Synthesis
Identified patterns across content and user needs to inform clearer system structure
Information Architecture
Tested and refined navigation models to improve clarity and scalability
Iteration & Speed
Accelerated iteration cycles by quickly generating and evaluating alternatives
Business System
System Efficiency
Reduced manual effort in structuring and maintaining content
Example prompts AI:
Decision Support
Enabled faster, more informed decisions through structured insights
“Propose alternative navigation structures for an enterprise staffing website, align with 2026”
“Identify redundant content across service pages and suggest consolidation strategies”
Scalability
Supports growth by making content and systems easier to extend and manage
“Benefits of adding a hero video to replace 4 images on home screen”
Key Takeaways
Simplifying structure, improving clarity, and aligning with business needs were critical to creating a scalable and effective user experience.