invisibleDesign
Redesigned an agency website to improve conversion and clarify services.
Role: UX / UI Designer
Scope: Website redesign, Design System, Developer handoff
BACKGROUND
Invisible Design is an APAC-based creative technology agency offering full-stack brand design, product design, development, and product auditing services.
As the agency expanded its capabilities, the existing website no longer reflected the quality or breadth of its offering. The redesign focused on creating a more credible presence, clearer service communication, and stronger client conversion pathways.
PROBLEM
For prospective clients, the website made it difficult to quickly understand the agency’s value or take the next step.
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Services lacked clear structure and differentiation
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Visual design felt outdated and low-trust
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Past work was underrepresented
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Consultation pathways lacked visibility
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The brand lacked personality and thought leadership content
SOLUTION
As one of two UX designers on the project, I was responsible for redesigning key parts of the website experience and building the agency’s first design system.
The redesign focused on helping potential clients better understand the offering, trust the brand, and move toward consultation.
This was achieved through..
1. Homepage, Our Work, Services pages redesign
Redesigned the information architecture to improve ease of finding information. Added trust signals to the homepage, including case studies, services offered, partner companies.
2. Introduction of a Blog
Introduced a blog to build personality, authority, and long-term client engagement.
3. Building a Scalable Design System
Created iD's first ever reusable design system to improve consistency across pages and speed up development.
IMPACT
24% increase in consultations
24% increase in consultation bookings within the first two months.
31% increase in site retention
Clients spent on average 31% longer exploring the site compared to before redesign.
Faster development time
Full-stack development was faster due to creation of scalable design system
KEY TAKEAWAYS
Design systems first
Start with a design system early, not at the end, so scalability, consistency, and faster iteration are built in from day one.
Importance of ONE primary CTA
A single, consistent call-to-action reduces hesitation and gives users a clear next step instead of splitting attention across multiple paths.
Information hierarchy matters
Strong hierarchy is what turns a “nice-looking” site into a usable one, by guiding attention toward what actually drives decisions and enquiries.