Service Business Website Modernization — Case Study
A complete UX and UI overhaul reducing cognitive load, streamlining the core workflow, and converting more trial users into paying customers.
Client
Professional Services
Role
Full-Stack Development
Timeline
2025
Deliverables
Next.js, Payload CMS, PostgreSQL
−40%
Cognitive load (SUS score)
+27%
Trial-to-paid conversion
−35%
Support tickets (onboarding)
4.8/5
Post-launch NPS
Existing dashboard with heuristic violations annotated during the audit phase.
Process
Card sorting + IA rebuild
Remote card sort with 12 participants via Optimal Workshop. 14 nav items → 6 clear destinations with zero ambiguous groupings.
Lo-fi wireframes & async review
8 key screens sketched in Figma wireframe mode. Async review via Loom with the product team — 3 iteration rounds over 4 days.
Hi-fi design & component library
Full Figma component library built on Auto Layout. 40+ components covering all states (empty, loading, error). Dark mode tokens included.
Usability testing & iteration
5 moderated sessions on the hi-fi prototype. 2 significant UX issues surfaced and resolved before handoff. SUS score improved from 54 → 82.
Handoff & front-end support
Zeroheight design doc + Tailwind CSS implementation of the new design tokens. Present during sprint to support the engineering team on edge cases.
Before — 14-item sidebar, no clear entry point
After — 6-item sidebar, goal-first onboarding checklist
