Website Refresh

OVERVIEW

A ServiceNow partner competing in a field of 1,300+ firms needed a website that matched the caliber of their work. Their existing site — built in Wix — relied on generic layouts, inconsistent visual design, and service pages that failed to communicate their differentiation or drive conversions.

Working within the constraints of their CMS and a limited budget, I led the end-to-end visual redesign: from brand expression and UX improvements to scalable page templates and client-facing project management.

Role & Ownership

Web Designer · Brand Designer · UX/UI · Project Manager · Client Liaison

Constraints

  • Wix CMS with limited design flexibility and no custom development

  • Tight budget with no room for platform migration or engineering support

  • Existing brand elements needed to be honored and evolved, not replaced

  • Timeline ran parallel to other active client projects

What I Did

Visual Design & Brand Refresh Modernized the site's visual language across every page — updating typography, color application, layout structure, and visual hierarchy. Sourced and curated photography and iconography that elevated the brand from generic tech partner to enterprise-grade firm.

Scalable Page System Designed a reusable service page template and modular layout components that allow the client to build new pages independently without starting from scratch. This gave them a foundation to grow their site well beyond the scope of our engagement.

UX & Layout Improvements Restructured the information architecture and page layouts to guide visitors more effectively — clearer calls to action, stronger content hierarchy, and more intentional use of white space and motion cues.

Header, Footer & Global Elements Redesigned global site components — including navigation, headers, and footers — to create consistency and cohesion across all pages.

Client Communication & Project Management Served as the primary design point of contact with the client's CEO. Managed project timelines, feedback cycles, and deliverables while collaborating closely with a content strategist to align design with messaging strategy.

Design Advisory Provided strategic recommendations for long-term improvements beyond the immediate project scope — including platform considerations, accessibility improvements, and conversion optimization — helping the client make informed decisions even under budget constraints.

Result

The refreshed site delivers a modern, credible digital presence that repositions the client from a transactional implementer to a strategic transformation partner. The modular design system means the site can grow and evolve without requiring a full redesign.


What I'd Do Differently with More Resources

With a more flexible CMS, I would have pushed further on animation, responsive behavior, and conversion-focused layout testing. Several design recommendations I made were technically out of scope for Wix — I documented these for the client as a roadmap for future investment.

IMAGES FROM BEFORE WEB REFRESH

I wrote about the strategic case for a web refresh over a full redesign — read it here.