A product site redrawn around user intent
I redrew the sitemap around why merchants arrive, and every page ended up with one job and one obvious next step.
Industry
SaaS / E-commerce
Scope of work
Brand & Design
Challenge
The site had grown one page at a time, and every seam showed. Navigation matched how the team thought about the product, not why anyone showed up.
Someone comparing us against another app and someone checking price landed on the same flat shelf of pages, then had to hunt for the one that answered them. Copy described features without saying who they were for, and the offer never came through at all.
Approach
I wouldn’t touch visuals until the structure made sense. I rebuilt the sitemap around the questions merchants turn up with.
A merchant weighing us against another app wants a comparison. Someone who already bought the pitch wants pricing and a start button, nothing else on the screen. Two different pages. I merged or dropped the ones that only existed for internal reasons, then wireframed the rest before anything had a color, so review stayed about order and emphasis. The copy rewrite ran alongside, and the brand story ended up inside the flow.
Outcome
The site explains what the product does before it asks for anything. Every page now says within a sentence where it wants a merchant to go.
The sitemap also gave the content team somewhere to file pages that didn’t exist yet, so new ones slot into a route that already has a reason to exist. Nothing here I can publish a number for.
