Design Requirements

When I first started my role at Smartleaf, I was assigned to manage the digital ads and analytics of our website through Google services.

I created ads with a cohesive digital experience in mind, but the company's website was in need of a refresh and lacked it interactivity which made information gathering static and dull. The company's financial software features cutting edge technology and I wanted their digital presence to match that feeling.

I worked with the executive team to identify places for improvement that would benefit the overall image of the firm. My goals were to incorporate a flat design that was simple and easy to navigate and matched the current web trends of the industry.

Some of the things we decided to focus on:

• Refreshing the overall look and feel
• Improving the interactivity and storytelling
• Providing a better user experience to support the sales funnel

Design Results

I focused on incorprating the colors of the brand to help users navigate the site, including creating cohesive CTA buttons. I also provided more opportunities for our audience to interact with the site, in an effort to reduce our exit percentage.

I was able to create a flat design that made the site easy to digest. I achieved this through solid blocks of color with minimal borders and lots of white space.