Ansarada website design

Reframing a complex product into a clear, guided experience

Ansarada’s website wasn’t doing its job. It existed, it functioned, but it didn’t guide. It didn’t connect. And it didn’t clearly communicate why the product mattered to the people landing on it. This project was about changing that. Not just visually, but structurally and strategically.

The problem

The experience felt generic.

No matter who you were, an advisor, a buyer, part of a deal team, you landed on the same content. Same language. Same story.

Which meant:

• The value of the platform was hard to understand
• The positioning felt blurred
• Content didn’t reflect real user intent
• The visual design lacked impact
• Performance metrics reflected it. High bounce, low engagement

There was no clear path, just information.

The shift in thinking

Instead of designing pages, I focused on designing pathways.

The core idea was simple. People don’t come to a SaaS website to browse. They come with intent. A job to be done. So the experience needed to respond to that. Not by asking users to figure it out themselves, but by guiding them into a journey that felt relevant from the start.

Approach

Introduce intent-driven entry points

We introduced a dynamic “mad-lib” style interaction at the top of the experience.

Users could define:

• What they wanted to do
• Their industry
• Their role

From there, the site adapted. Content, structure and messaging all shifted to reflect their context. It turned a static experience into something responsive without needing to feel complex.

Rebuild the information architecture

The site was restructured into two clear systems:

1. Dynamic pages driven by user input
2. Static pages for broader exploration

This allowed us to maintain consistency while still delivering tailored experiences. Navigation remained stable, but the content beneath it became far more intentional.

Design a content model that guides, not just informs

We introduced a simple but powerful structure across all pages:

• Why
• How
• What

Content started by connecting emotionally and contextually, then moved toward functional detail. This gave users a sense of direction. It helped them understand not just what the product does, but why it matters to them.

Create a modular system for scale

To support this, I designed a flexible set of components and templates that could be reused across both static and dynamic pages.

This made it easier to:

• Maintain consistency
• Scale content quickly
• Support different user journeys without redesigning from scratch
• It also laid the foundation for a broader design system.

Designing for a real user

Outcome

The redesign focused on creating a more directed and meaningful experience.

Key improvements included:

• Increased visitor to MQL conversion
• Reduced bounce rate
• Longer session duration
• More engagement across key pages

More importantly, the site started to behave like a product. Not just a marketing layer, but an experience that actively guided users forward.

What I learned

This project shifted how I think about design.

It reinforced that good design isn’t about arranging content. It’s about shaping understanding. When you align structure, content and intent, the experience starts to do the heavy lifting. And that’s where design moves beyond execution and starts to influence outcomes.