Reframing a multi-product platform

In parallel with research, I planned an AI-assisted build workflow to enable rapid iteration without a traditional handoff.

I interviewed our clients to understand how they evaluated our products.

I used AI to help draft the interview guide. The questions that mattered, and what I took from the answers, were mine.

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. 1

   unclear product differentiation

   (It’s hard to tell what each product does or who it’s for.)

   = drop-off.

2. 2

   flat visual hierarchy

   (Everything feels the same… nothing guides my attention or attracts me.)

   = can't build trust.

3. 3

   generic messaging

   (I can’t tell what makes tilli unique, and there’s too much to read.)

The interviews echoed these points: interviewees said the site felt dated, asked how it differed from what they already use, almost missed the demo button, and wanted client logos, case studies, or an industry use case.

So I studied modern B2B SaaS sites to see how they explain complex products clearly and quickly.

I used AI to compare competitors’ onboarding, pricing, and features. It is great at pulling that information together, so I double-checked the sources it drew from, verified the facts myself, and decided what mattered for our users.

companies studied:

• 

  → visual clarity and brand maturity

• 

  → storytelling and interaction design

• 

  → product depth and trust-building

Market positioning of enterprise fintech websites

Mood board

Defining tilli.pro’s visual identity was a genuinely fun process. I leaned into a cool, gradient-driven language that feels almost electric, crisp, fluid, and built with a sense of quiet velocity.

The tilli website was built using an AI-assisted workflow that translated UX intent directly into production.

Deploying through Vercel, I was able to create a design to production pipeline for our company website. I used an AI-assisted workflow to move from design into implementation and deployment.

Two paths

Chose Option 2: solving both user confusion and long-term scale.

Key features

1. 1

   Platform-first framing → Every page defines the value clearly.

2. 2

   Outcome-led navigation → User goals > internal product names.

3. 3

   Modular sections → Reusable sections for scale + consistency.

I presented design proposals to software engineers and our CEO for feedback.

#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 The 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.

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 had me constantly switching my focus between strategy, structure, visuals, and execution. I had a lot of mental blocks when deciding what not to design and what to focus on, and often I thought that if I had another designer, the answer might be clearer.

Instead, a software engineer 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 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.