Reframing a Multi-Product Platform
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As the solo product designer, I redesigned Tilli’s company website, focusing on the restructuring of information architecture, messaging, and page hierarchy to clarify product positioning and strengthen demo conversion.
Role
UX Designer
Skills
Wireframes, Web UX design, Design systems
Timeline
March 2025 - Present
Tools
Figma, Linear, FigJam, Webflow, Cursor, Vercel, Github
The Problem
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How might we turn a fragmented website into a clear, conversion-driven story — powered by AI-assisted delivery?
Research
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The site behaved like a maze. There was no reliable path from “curious” → “contact” → “customer.”
After auditing site flow, navigation, and messaging, I identified three friction points:
1
Unclear Product Differentiation
“It’s hard to tell what each product does or who it’s for.”
= drop-off.
2
Flat Visual Hierarchy
“Everything feels the same… nothing guides my attention or attracts me.”
= cant build trust.
3
Generic Messaging
“I can’t tell what makes tilli unique, and there’s too much to read.”
Prepping for AI Build
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In parallel with research, I planned an AI-assisted build workflow to enable rapid iteration without a traditional handoff.
Market Research
[5]
So I studied modern B2B SaaS sites to see how they explain complex products clearly and quickly.
Companies studied:
→ visual clarity and brand maturity
→ storytelling and interaction design
→ product depth and trust-building
Market positioning of enterprise fintech websites
Structure Analysis
Building with AI
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The tilli website was built using an AI-assisted workflow that translated UX intent directly into production.
Using Claude and Vercel, I iterated on layout, hierarchy, and interaction in real time — keeping design direction human-led.
Result: ~60% reduction in engineering build time. Launched in days, not weeks.
Refined Problem Statement
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Tilli’s multi-product platform lacked a clear narrative. Overlapping audiences, weak differentiation, and outdated design created confusion, diluted value, and slowed conversion — all under tight delivery timelines.
Design Strategy
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One clear story: what Tilli does, who it serves, and why it matters.
Two paths
Option 1
Improve the existing pages with clearer copy and updated visuals.
vs
Option 2
Rebuild the site around a single, clear narrative with reusable sections.
Chose Option 2: solving both user confusion and long-term scale.
Key features
1
Platform-first framing → Every page defines the value clearly.
2
Outcome-led navigation → User goals > internal product names.
3
Modular sections → Reusable sections for scale + consistency.
Solution
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#1: Show measurable impact to their enterprise before sales.
Enterprise buyers needed proof.
So I designed an interactive savings calculator, inspired by SaaS estimators, so users could self-validate ROI.
#2 Site overlooked developers evaluating integrations and APIs. .
I designed structured, utility-first developer pages to speed up comprehension and decision-making.
Structured, utility-driven dev pages.
→ Clear API framing
→ Faster comprehension
Helping developers quickly answer: can this work for us?
#3 Messaging didn’t build trust.
Generic copy obscured product value, so I rewrote it to clearly define purpose and relevance.
#4 Users couldn’t form a clear mental model of the platform.
I restructured the IA around platform logic to clarify relationships and reduce cognitive load.
Final Designs
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The redesigned tilli.pro website presents Tilli as a cohesive, enterprise-ready platform rather than a collection of disconnected products.
Each product has its own structured page, with clear sections that help users understand purpose, audience, and value based on their intent.
Lessons Learned
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Designing this as a solo designer had me constantly switching my focus between strategy, structure, visuals, and execution. I had alot of mental blocks when deciding what not to design and what to focus on, and often I thought if I had another designer perhaps the answer would be more clear.
Instead a swe on my team told me to use those mental blocks to slow down and pressure-test decisions: Is this clear? Is this necessary? Does this help someone move forward?
Over time, I learned that clarity doesn’t come from adding more but it comes from removing friction and committing to a direction.
This project helped me understand the value of thinking in systems, not just the visual screens. Once the foundation and structure of what I wanted to implement visually was right, decisions felt lighter, and the design became easier to scale and explain.
Footer
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