Going from Gut-feel to Greatness
An entire website redesign for Ideally, designed to feel human, flexible, and grow with the fast-moving SaaS company.
Read about the process
We gave Ideally’s marketing website a full refresh to bring the companies personality, values, and future vision to life.
The old site lacked structure, clear messaging, and wasn’t a useful tool for the sales team. We needed a more flexible, scalable platform that didn’t feel like every other SaaS site. -
Minimal pages and limited content.
- Weak IA and navigation.
- Didn’t reflect new brand direction.
- Was not tailored to different audience segments.
- Lead UX/UI design.
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Managing the project with internal & external stakeholders.
- Picked up the Webflow build when needed.
We reviewed other SaaS platforms for an understanding of structure, flows & content strategy: Worksome, Copilot, Tracksuit, Typeform, Welcome, Webflow, Butter, Intercom, and Mailchimp. When it came to researching creative treatments I focused on how we could approach layout blocks and functionality in a way that felt both unique to the Ideally brand and user-friendly. I made sure to look beyond typical tech examples to find a broader range of inspiration.
I collaboratively restructured the site with leadership, strategy, and content stakeholders.-
We went from 4 pages → 17, allowing for clearer storytelling and growth.
When I had laid out all of the pages from the sitemap into low-fidelity wireframes it allowed us to:-
Spot what content existed vs. what was missing.
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Shape each page’s narrative alongside the copywriter and marketing lead.
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Identify imagery gaps, CTA’s and UX flows early.
While the wireframes were still being shaped and refined, I started going wide and mocking up multiple homepage directions with different style treatments. How might we:
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Express the brand in new ways throughout the website?
- Treat imagery, colour, layout and motion?
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Elevate product imagery & avoid using screenshots that will age quickly?
We went through several rounds of design, presentation, and refinement to land on a creative direction that felt right. Once aligned, I built out the system in Figma by:-
Refining and consolidating the sections.
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Building components & templates for clean handoff.
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Annotating scroll and animation styles to guide the developer.
The new website tells a much clearer story about what Ideally is and what the product can do for you, whether you’re research-focused, data obsessed or a creative working in an agency. It feels confident, clear, and creative without being chaotic. The final outcome included:-
Personalised paths for key audiences.
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Case studies weaved throughout to inspire and build trust.
- Modular templates for fast future updates as Ideally evolves.
- Handoff to overseas developer with detailed annotations.
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Developer got it about 80% there, so I jumped into Webflow to finish the build.
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Fine-tuned layout, styling, and motion interactions myself.
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A site that feels like Ideally.
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Flexible format to grow with the business.
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Much easier for sales to share landing pages with the right audience.
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Better storytelling, more pages, and a stronger brand presence.
This project pushed me to grow in ways I didn’t expect. I taught myself how to use Webflow CMS and build directly in Webflow which was a real challenge at first but ended up being super rewarding. It gave me a deeper appreciation for how design decisions translate into the final product.If you are interested in the long story, check it out in Notion here