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 to clarify product positioning and deploying with an AI assisted pipline.
Role
UX Designer
Skills
Wireframes, Web UX design, Design systems
Tools
Figma, Cursor, Vercel, Github, Linear, FigJam, Webflow.
The Problem
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How might we turn a fragmented website into a clear, conversion-driven story — powered by AI-assisted delivery?
Prepping for AI Build
[3]
In parallel with research, I planned an AI-assisted build workflow to enable rapid iteration without a traditional handoff.
Research
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I conducted interviews with clients and key vendor decision-makers to understand how they evaluate solutions in this space.
I also audited the existing site’s flow, navigation, and messaging to identify gaps and friction.
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.)
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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