Overview
Flashpoint’s original website overwhelmed users with content and competing messages. I was brought in to rework the site structure, clarify the narrative, and help prospective clients find what they needed faster.
Goals:
Restructure content to better guide users to understand the company's offerings.
Improve clarity and consistency across pages.
Use AI to accelerate design and copywriting workflows.
Contract Product Designer
UX Audit, Site Architecture, Visual Design, Content Strategy
Client Stakeholders
Q2 2025
Too many pages & no clear path
After years of organic growth, their website had become a maze of unclear messaging and confusing navigation. Key offerings were buried or repeated. Even I got lost trying to understand what they actually did!
A streamlined site to tell one clear story, with less content and more purpose
We streamlined the site, cutting page count and aligning messaging with the company’s core offerings. The new design reduces cognitive load and helps users get to the right solution faster.
Cut content by 50%
I used AI to audit their original website content to identify duplicate content and opportunities to condense pages.
Story-first design
I clarified their value proposition before touching any visual elements. Every page needed to answer: "What do you do and why should I care?"
Holistic Business Thinking
I considered business goals, user needs, and technical constraints throughout every decision.
The process
AI-powered audit + analysis
I used AI tools to audit content across the site, identifying redundant sections and unclear messaging. This gave me a fast, scalable way to prioritize what needed cutting and what needed rewriting.
IA mapping
Based on the analysis, I proposed new site structures that reduced pages by 50% while improving clarity. The new IA focuses on highlighting only the most important product offerings and guiding the user to action.
Prototype + build
I created lo-fi prototypes in Figma, then built the live site in Framer with custom 3D icons and micro-animations to enhance user engagement. Every interaction was designed to give users a glimpse of what they're about to explore, building excitement and understanding.
Content strategy
I developed messaging that balances personal connection with professional confidence, using AI for base content and stakeholder collaboration for refinement.
Key Decision Point
One stakeholder pushed for separate pages for every minor software offering, I proposed an alternative: a single Solutions Hub using modular cards to reduce maintenance and keep the story focused.
Adapting to last-minute insights
During a late-stage stakeholder review, I discovered their most impressive offering, custom integrations, had been overlooked. This became a dedicated page and key differentiator, showcasing their ability to make rigid systems work for anyone.
Lesson Learned
Sometimes the most important insights come from bringing all stakeholders together. The collaborative review process revealed hidden gems that transformed the entire narrative.
What I Learned
I cut the page count by 50%, not just to save space, but to drive focus and retention. |
A last-minute content shift changed the IA, because our story needed to meet the user’s mental model.
AI helped me reduce manual review and accelerate the audit and restructuring process by 3x.
Post-launch plan
The new and improved Flashpoint site is preparing to launch. My modular design makes it easy for Flashpoint to grow the site as their offerings evolve without compromising clarity or consistency. We’re planning to monitor:
Engagement time and bounce rate
User paths to service inquiry
Page-level clarity and scannability