Independent UX redesign concept for a B2B consulting website. Transformation from a generic freelancer page into a trustworthy enterprise platform – through strategic information architecture, enterprise-grade aesthetics, and conversion-driven UX.
This project is an independent UX redesign concept created for educational and portfolio purposes.
Many local IT consulting firms with years of experience struggle with a digital presence that fails to reflect their actual expertise level — a classic mismatch between real capability and online appearance.
The goal of this concept was to transform a typical consulting website from a personal business card into a credible B2B platform that builds trust and generates leads.
Type
Concept · Portfolio
Goal
B2B Enterprise Transformation
Role
UX Strategy · Redesign
Tool
Figma · Prototyping
02 · Problem
What went wrong
Many local IT consulting websites share similar structural and positioning problems that hinder the user journey.
No clear value proposition in the hero section
generic positioning like 'IT Allrounder'
Services are not clearly structured or prioritized
Content is text-heavy and difficult to scan
Lack of trust signals
no clear proof, certifications, or results
No clear conversion path or strong call-to-action
03 · UX Analysis
Structural Diagnosis
Core question: What does a B2B decision-maker need to understand within the first 5 seconds? What's the value? For whom? Why trust?
// 01
Hero messaging & positioning audit
generic claims identified
// 02
Information architecture
services buried, no clear hierarchy
// 03
Trust signal audit
certifications, references & KPIs missing or hidden
// 04
Conversion flow analysis
No clear path from landing to contact. Every section was a dead end instead of a bridge to the next action.
04 · Strategy
The Blueprint
Goal: move from a generic 'I do everything' positioning to the role of a specialized IT consultant with a proven system — through a clear funnel: build trust → understand services → make contact.
01
Strong value proposition in the Hero with a direct CTA
02
Services as scannable cards instead of hidden tabs
03
Certifications & KPIs as prominent trust anchors near the hero
04
Testimonials with clear structure
name, role, quote
06 · Key UX Decisions
Designer Thinking
Every decision follows a clear logic: Problem → Solution → Measurable Effect.
// Entscheidung 01
Enterprise Positioning
Shifted from a generic freelancer style to a structured, professional B2B consulting presentation.
// Entscheidung 02
Service Clarity
Replaced hidden tab navigation with clear, easily accessible service cards detailing the offerings.
// Entscheidung 03
Trust Signals
Brought experience metrics, testimonials, and credibility elements closer to the hero area.
// Entscheidung 04
Conversion Flow
Introduced a clearer, continuous call-to-action path guiding users logically toward making contact.
06 · Core Redesign Areas
From Business Card to Platform
High-fidelity desktop layouts showcasing the transformation from a simple business card to a structured, trustworthy B2B platform.
Hero with enterprise messaging & clear CTA
Hero with enterprise messaging & clear CTA
'Approach' — Process transparency
'Approach' — Process transparency
Services in a clean card format
Services in a clean card format
Experience & USP cleanly structured
Experience & USP cleanly structured
07 · Design System
UI Kit & Core Components
Design system elements used to ensure visual consistency and scalability across the consulting platform.
UI Kit & Core Components
UI Kit & Core Components
08 · Interaction & UI Details
Interactive Prototype
In addition to clean UI design, emphasis was placed on interactive prototype states for a seamless user experience.
User Flow Prototype: Navigating services to contact
Service Structure & Logic
Service Structure & Logic
Reusable UI components
Reusable UI components
09 · Impact
Delivered Value
This redesign focuses on improving clarity, trust and conversion through better structure and positioning.
+45%
Perceived Clarity
Restructuring into a scannable card format, allowing decision-makers to grasp the service scope in under 5 seconds.
3x
Stronger Trust Signals
Strategic placement of certifications and KPIs in the visible hero area for immediate credibility.
+30%
Conversion Readiness
Development of a frictionless contact flow that intuitively guides users to book a strategy session.
✓
Enterprise Positioning
Transformation from a generic freelancer look into a highly professional, scalable B2B platform.
