Updated Agi3 Website Redesign

Project Summary

Led the redesign of Agi3’s company website to enhance clarity and user engagement. The project focused on resolving UI issues and refining the messaging to ensure visitors clearly understood the purpose of Agi3 and the services offered. This redesign resulted in a more professional appearance and a significant improvement in user comprehension, leading to increased (23%) engagement with our products and services.

The Challenge

Agi3’s website had several issues that were undermining both user experience and brand perception. The content lacked clarity, making it hard for users to grasp the company’s offerings. Navigation was confusing, leading to a fragmented user journey. The branding was inconsistent, which weakened the company’s identity and made it less memorable. Additionally, I had to navigate the diverse expectations of stakeholders.

My Role

I began with a thorough UX audit to identify major usability issues, followed by stakeholder and user interviews (5) to understand both internal goals and user needs. I also conducted a competitor analysis (3) to see how we stacked up against others in our field. Throughout the project, I collaborated closely with developers to ensure our vision was executed smoothly, focusing on clarifying the site’s messaging and giving it a more polished, professional look.

Part 1 (Why)

The old website was hard to understand

The decision to redesign the website came from upper management, who saw the need to better showcase our identity as a high-tech startup. The old site didn’t have the modern, sleek design needed to position us as leaders in our industry, and users often found the content confusing, making it hard to understand our products and services.

Agi3 old home page before redesign

Part 2 (How)

Let’s identify the current UX/UI Issues

Agi3 new home page after redesign (www.agi3.ai)

When I first started on this project, I conducted a heuristic evaluation of the website to identify key UI and UX issues. I presented these findings to the stakeholders and conducted interviews (3) to understand their vision for the website and the core message we wanted to communicate to users.

Following these discussions, I interviewed additional employees (4) and core users (3) to gather their feedback on the current website. It became evident that the website’s message was unclear, as some employees struggled to understand it. The site also lacked product images and detailed descriptions, which further obscured the company’s offerings. This insight highlighted the need for a redesign to clarify the message, improve navigation, and provide essential product information.

Main findings from the audit

Part 2 (How)

Collaboration is the key

Sidebar before the redesigns - sidebar has two different sections, small map + field list that displays the field data.

The field management section is vital for our users, but the current version has only been meeting basic needs. We've received consistent feedback from farmers and brokers (who are the main users) asking for a more intuitive interface and streamlined access to information.

Sidebar First: Strategic Redesign Through Research and Analysis

We focused on the sidebar first since it contains the most important actions, like adding and managing field activities. Improving it would have the biggest impact on usability, and given our limited capacity, it was the best place to start.

As part of the sidebar redesign, I conducted a competitor analysis, examining how 4 close competitors present data in their field management systems. This helped me understand industry standards and identify both strengths and weaknesses in their approaches. I also performed a SWOT analysis on each competitor to pinpoint what they were doing well and where their designs fell short, which gave valuable insights into how we could improve Agi3’s user experience.

We concentrated on 3 different factors based on the user research & business needs:

Inconsistent spacing & padding

Unclear content

Lacking brand image

Missing product information

WCAG Issues

Inconsistent font

Unclear product message

Blurry images

No product images

Part 3 (Challenges)

We had to battle some obstacles

Redesigning Agi3’s website came with a few key challenges:

Brand Identity: The old site lacked a clear brand image, making it hard for users to connect with the company. I focused on creating a unified visual identity that clearly communicated Agi3’s values and messaging.
Technical Constraints: The project had to work within the limits of existing technology. I worked closely with the development team to ensure the new design was feasible and aligned with technical requirements.
Balancing Stakeholder Feedback: Aligning diverse stakeholder feedback was tricky. I organized sessions to gather insights, negotiated compromises, and crafted a design that balanced user needs with stakeholder priorities.
Being the only designer in the team: Handling every aspect of UX alone, from research to prototyping, required constant prioritization and explaining design choices to a non-design team.

Sketching & Iterating the Agi3 homepage

How did we overcome the obstacles?

Obstacle:

No Existing Brand Identity

Technical Constraints

Balancing Stakeholder Feedback

Only Designer

Solution:

I collaborated with stakeholders to define Agi3’s core values, mission, and tone of voice.

I collaborated with the development team early on to understand the infrastructure, prioritizing scalable, high-impact features. Regular design reviews ensured alignment with technical constraints while maintaining a strong user experience.

Brainstorming sessions to gather input early in the process. I also maintained an open line of communication, providing regular updates and seeking feedback at key milestones to ensure buy-in and alignment throughout the project.

Breaking down the project into manageable sprints with clear goals. I leveraged design tools like Figma for collaboration and documentation, making it easier to share progress with stakeholders and the development team.

Part 4

Before and After

Main changes:

Adding our insurance products to the top section of the homepage

Adding a short video mock up of our application to the hero section

Improved the website copy for better understanding.

Fixed WCAG issues

Added a footer section

Part 5

Reflection

Redesigning the company website was a challenging but rewarding experience. Balancing business goals with user needs required thorough research, collaboration, and multiple iterations. One key takeaway was the importance of clear messaging—ensuring users immediately understood what the company offers made a significant impact. Additionally, working as the sole designer on this project reinforced my ability to drive design decisions while aligning with stakeholders. Looking back, this project strengthened my problem-solving skills and highlighted the value of simplicity in both UX and content strategy

How a Clearer Website Message Led to 23% More Engagement

Project Summary

The Challenge

My Role

Part 1 (Why)

The old website was hard to understand

Part 2 (How)

Let’s identify the current UX/UI Issues

Main findings from the audit

Part 2 (How)

Collaboration is the key

Part 3 (Challenges)

We had to battle some obstacles

Part 4

Before and After

Part 5

Reflection