Redesigning tilli Software
[1]
As the sole product designer at Tilli, I led the end-to-end redesign of the company website, clarifying a growing product suite and building a scalable foundation for growth.
Role
Solo UX Designer
Skills
Wireframes, Web UX design, Design systems
Timeline
March 2025 - Present
Tools
Figma, Linear, FigJam, Webflow, Cursor
How can we design a website experience that explains a complex platform clearly and guides users to action without friction?
Tilli’s website wasn’t telling a clear story: multiple products, overlapping audiences, inconsistent outdated design.
The site behaved like a maze. There was no reliable path from “curious” → “contact” → “customer.”
After a structured audit of site flow, navigation, and messaging, I identified where users struggled.
1
Unclear Product Differentiation
“It’s hard to tell what each product does or who it’s for.”
Why it matters: Unclear positioning increases confusion and drop-off.
2
Flat Visual Hierarchy
“Everything feels the same… nothing guides my attention or attracts me.”
Why it matters: Without hierarchy, users can’t quickly scan, prioritize, or build trust.
3
Generic Messaging
“I can’t tell what makes tilli unique, and there’s too much to read.”
Why it matters: If differentiation isn’t clear, users are less likely to engage or convert.
Then 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
This analysis focuses on how enterprise fintech websites communicate clarity, credibility, and value.
Good B2B sites lead with:
outcomes
show proof early
stay consistent
so the product feels credible before you even scroll.
Structure Analysis
Unclear messaging and dated design prevented users from quickly understanding Tilli’s value, undermining confidence in the product and slowing adoption.
Too much uncertainty early in the experience created decision fatigue ... and when people feel unsure, they don’t click “Request a demo.”
Determining the direction
I focused on telling one clear story: what Tilli does, who it helps, and why it matters.
I explored two paths for the redesign.
Option 1
Improve the existing pages with clearer copy and updated visuals.
This helped individual sections, but users still had to piece the story together.
vs
Option 2
Rebuild the site around a single, clear narrative with reusable sections.
Restructuring the site around user intent + designing a system that could also scale new products.
I chose the second path. It addressed both user confusion and internal scale, turning the website into a clear story instead of a collection of pages.
Key features
I focused on a few core elements that would do most of the work:
1
Clear platform framing → Each page quickly explains what it is, who it’s for, and why it matters.
2
Outcome-led navigation → Labels and headlines reflect user goals, not internal product names.
3
Modular sections → Reusable components keep pages consistent and easy to maintain.
#1: Users needed to see how tilli could impact their bottom line before engaging with sales.
Enterprise buyers needed to see real impact before talking to sales.
So I designed an interactive savings calculator that turns Tilli’s value into clear, measurable outcomes. Inspired by SaaS estimators users can self-validate ROI.
#2 Developers were missing from the conversation.
The site overlooked developers who evaluate integrations and APIs.
I designed structured developer pages that prioritize scannability and task completion, reducing time-to-understanding through clear hierarchy and utility-first content.
Inspired by Stripe and Datadog, the documentation is clean, scannable, and consistent, helping developers quickly answer: can this work for us?
#3 Messaging didn’t build trust.
Generic messaging made it hard to understand what each product actually does or when it’s relevant.
I rewrote and reorganized product content to clarify purpose, audience, and operational use cases—so trust comes from understanding, not persuasion.
#4 Users couldn’t form a clear mental model of the platform.
I redesigned the information architecture around a platform mental model, then validated it with low-fi wireframes by checking findability (can they locate the right product?) and comprehension (can they describe the difference between products?).
After designing the site in Figma, I built it myself using HTML and CSS.
I tested tools like Cursor but switched to Claude for its stronger context handling, using it to translate designs into code, troubleshoot responsiveness, and refine layout and component decisions based on real constraints.
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.
Designing this as a solo designer meant constantly switching contexts—strategy, structure, visuals, and execution—often without external validation. There were real moments of friction and mental blocks, especially when deciding what not to design.
Those pauses forced me 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—it comes from removing friction and committing to a direction.
This project reinforced the value of thinking in systems, not screens. Once the foundation was right, decisions felt lighter, and the design became easier to scale and explain.