Universe Website. Optimizing for enterprise-level B2B conversions.
Universe's website was little more than a portal for creating and discovering events. But when the business pivoted from B2C towards B2B, it fell short of converting its ideal clients. I led the creation of a new landing page, and the redesign of outdated ones.
+20% Conversions
Validating the quality of our designs at the top of the funnel.
Quality Leads
The website successfully attracted businesses looking to host their events and marketing with Universe.
Better Performance
By hosting directly with Webflow, a no-code development and hosting provider with seamless performance.
Organic SEO
For the first time, Universe appeared on the first page of a Google search.
Role
Lead Product Designer
Responsibility
Leading a design team, learning and building on webflow.
Team
2 Designers
Marketing Lead
Skills
Web design.
Web development.
SEO.
Problem
Universe’s website was no longer converting the higher‑value clients the business needed.
In addition, the outdated tech stack created slow performance and broken flows that undermined trust. The experience felt misaligned with the company’s evolved value proposition, resulting in friction at the very top of the funnel.
How could we redesign Universe’s website so it converts quality leads for the business?
Approach
I aligned with leadership and marketing to define clear goals, then audited the existing information architecture.
This allowed me to identify gaps in clarity, structure, and messaging. Using those insights, I created a new sitemap, task flows, and wireframes to establish a stronger foundation for the redesign. Frequent, focused alignment sessions kept stakeholders engaged and reduced rework.
Challenge
Multiple stakeholders provided feedback that often conflicted, requiring careful navigation.
I tailored my communication to each leader’s priorities and pushed back when requests introduced risk or diluted the user experience to maintain coherent product direction. This approach kept momentum high while ensuring decisions supported both user needs and business goals.
Solution
A redesigned, performance‑optimized website built on Webflow.
In the end, we successfuly released bulk editing incrementally to validate performance, adoption, and usability in real time.
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