Flashpoint's website was bloated from years of adding content, hard to navigate, and ready for an overhaul.
Flashpoint helps companies by building custom ERP systems. Their services are strong, but their website wasn’t telling that story. I stepped in to redesign their site, simplify the IA, and clarify their value proposition.
My role
Their website was telling too many stories, and none of them clearly
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
I restructured the site from the ground up, focusing on clarity and using as few pages as possible. A fresh IA, simplified layouts, and more intentional copy helped users find what matters 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 to scrape their existing website and identify patterns of repetition and opportunities for consolidation. This revealed exactly where content could be streamlined without losing important information.
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.
Key Decision Point
When the client wanted separate pages for every minor software offering, I successfully argued that this would create confusion for the user rather than comprehensiveness. Their trust in expertise led to better outcomes.
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.
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
Cut with confidence
Removing half of the site's content made it significantly stronger.
AI is a great partner
From content audits to placeholder text, it sped up my solo workflow.
Leave room for pivots
The most important page wasn't part of the original plan.
Post-launch plan
The new and improved Flashpoint site is preparing to launch. We’re planning to monitor:
Engagement time and bounce rate
User paths to service inquiry
Page-level clarity and scannability