Website Redesign — Ana Hinestrosa

ANA HINESTROSA

I’m a Product Designer based in Barcelona, Spain, passionate about simplifying complex problems and creating intuitive, accessible experiences. Driven by curiosity, I love crafting designs that are not only meaningful and user-centric but also visually compelling.

In my free time you’ll find me with my dog Kala, the best dog out there.

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03 EYECUE / WEBSITE REDESIGN

WEB DESIGN

PROJECT TYPE: WEB DESIGN

ROLE: WEB DESIGNER | UX DESIGNER

TIMELINE: 3 WEEKS

TOOLS: FIGMA

Website Redesign for EYECUE’s AI-Powered content and insights platform service.

THE CHALLENGE

EYECUE’s original website lacked clarity and structure, making it difficult for users to understand what Eyecue offered. It had poor information hierarchy and a lack of cohesive design. The absence of clear information architecture left users confused and unlikely to engage or take action.

Original EYECUE Website

BUSINESS + USER GOALS

The primary business and user goals of Eyecue’s website redesign were:

1. To clearly communicate the value of the product and drive demo bookings.

2. From the moment users landed on the site, we wanted them to instantly understand what Eyecue offers and how it could benefit them.

To support this, the site needed to showcase Eyecue’s capabilities in a compelling and accessible way, highlighting both its powerful features and the brands it has worked with. We aimed to create a user-friendly experience that encouraged exploration, aligned visually with our dashboard branding to reinforce brand consistency, and ultimately motivated users to stay longer on the site and book a demo.

RESEARCH

The goal was to gather actionable design inspiration and establish UX best practices that could inform our approach. I presented these findings to the Development Team and Front-End Engineers to align on what was technically feasible for our new site.

While budget constraints limited our ability to conduct direct user research, we relied on existing analytics provided by our hosting platform and heuristic evaluation, which revealed a critical insight: users were visiting the site but leaving almost immediately.

This confirmed the need for a more engaging and intuitive experience that would capture attention and guide users toward meaningful actions like booking a demo.

UI RESEARCH - HEURISTIC EVALUATION

I conducted UI research to identify effective user flows, strong visual hierarchies, and well-structured information architecture from high-performing websites. The goal was to gather actionable design inspiration and establish UX best practices that could inform our approach.

I benchmarked leading SaaS and insight analytics companies to understand how they structured their product storytelling, demo funnels, and trust-building elements such as client logos and testimonials.

HOSTING PLATFORM ANALYTICS

While our small team lacked the resources for formal user research, we gathered quantitative insights from our hosting platform analytics. These revealed high bounce rates and extremely short session durations, signaling disengagement.

USER TESTING

To complement this, I conducted informal qualitative testing by asking friends and family familiar with Eyecue to complete basic navigation tasks on the existing website. Observing their confusion around content organization and unclear messaging validated our hypothesis: the site’s structure failed to communicate Eyecue’s value proposition effectively.

These findings shaped our design priorities: improving clarity, structure, and navigation while reinforcing visual consistency with our product.

With this we generated our two main user flows

1.
2.

STRATEGY

Our strategy centered on increasing engagement and driving demo bookings by creating a clear, user-centered experience. Guided by the principles of clarity and usability, we introduced an accessible navigation bar that allowed visitors to find key information more quickly and with less effort.

Collaborating closely with the copy team, we refined the messaging to support a smooth, conversion-focused journey. Leveraging thoughtful information architecture and strong visual hierarchy, we restructured the site to guide users naturally through the content, ensuring every interaction moved them closer to the primary goal: booking a demo.

NAVIGATION BAR

The original site had no navigation bar, it had a single 'Contact us' button in the corner. EYECUE had too much to communicate for that to hold up. Multiple sections, distinct value propositions. A navigation bar gave the site structure, gave users control, and with 'Book a Demo' always visible, it shortened the path to conversion considerably.

BEFORE

AFTER

HOME PAGE REDESIGN

The most impactful changes were less about aesthetics and more about clarity. We restructured the navigation so users had a clear map of the site from the moment they arrived. We rewrote the headline to communicate value upfront rather than leading with technical language. We replaced a weak text link with a direct, high-contrast CTA. And we swapped decorative imagery for actual product screens, letting the dashboard speak for itself. All these changes transformed a page that left users with questions into one that gave them answers and a clear next step!

TEAM PAGE REDESIGN

EYECUE’s website had all of its content in one scrollable page. While it allowed the user to access all information within the same page. It lacked information architecture and some information was missing. In the team’s page you could only see the pictures of the members of Eyecue, not their roles. We set to change that, we added a horizontal scroll with the team’s pictures and also roles clearly stated bellow.

TESTIMONIALS PAGE REDESIGN

NEW PAGES DESIGN

DESIGN PROCESS

EXPLORATION

Original Website and Competitive Analysis:

The exploration phase began with a comprehensive review of the current website and Google Analytics data to identify pain points in navigation, readability, and user engagement.

I conducted a competitive analysis of similar companies to gather insights into how others communicated complex data services clearly and visually. This analysis highlighted the importance of clear product explanations, strong visual hierarchy, and visible calls-to-action.

Given our limited resources, we conducted lightweight usability tests with a small group of participants who had minimal prior knowledge of Eyecue. They were tasked with finding key information such as “What does Eyecue do?” or “Where can you book a demo?” Their feedback confirmed our assumptions: users struggled to understand Eyecue’s core offering and how to take the next step.

PLANNING + PROJECT SCOPE

Due to a tight timeframe, we decided to work on the design and content in parallel, revisiting the site’s information architecture to improve logical flow and clarity.

How much time do we have?: for this project we only had 2 weeks to complete a full redesign of our website as our bussiness developing team had multiple meetings with possible clients.

What can we do with the time we have?: we had to be realistic about how much we could accomplish in the window of time we had. We had to set our project scope and our timeline and resources.

OUTCOME

MY THOUGHTS

This project reinforced the importance of usability testing in my design process. It highlighted how differently people navigate websites and how crucial it is to validate whether our content structure and messaging make sense to real users. Early in the UI research phase, I explored intricate design ideas, but the key feedback was to simplify, proving that clarity often outweighs complexity. Looking back, I would have prioritized collecting and analyzing user data from previous versions of the site to inform stronger design decisions. This experience ultimately shaped the way I approach future redesigns, placing greater emphasis on simplicity, user behavior, and continuous validation through testing.

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