Redesigning a website for enhanced credibility and clarity
Case summary
- Rebecca Busk
- Riziki Nielsen
- Francesca Tiziani
Because Jewel ML had outgrown it. The New York City company had moved past the early startup phase and built up significant client cases with strong results, but its old Webflow site was outdated and didn't show how sophisticated its AI product recommendation tool is. The new site had to build trust and make Jewel ML's unique selling points clear.
With simple illustrations that carry the message. Jewel ML's backend is highly technical, but the product is easy for customers to use. We ran an illustration workshop and created low-fidelity illustrations that simplify how it works, so the visuals support the copy and show what Jewel ML's AI recommendations do for e-commerce stores.
With a competitor analysis and a design workshop. We also analyzed Jewel ML's existing website to see where it was underperforming and where visitors were leaving, while the workshop pinned down the design elements that best reflect the brand. That gave the new site a clear direction before we built anything.
Yes. We built the Jewel ML website from components the team can use to maintain and scale it without an agency or an in-house designer. The site is also optimized for technical SEO, so the team at Jewel ML can spend its time improving the product and selling it instead of managing the website.
Jewel ML, a New York City-based company, has developed an advanced product recommendation tool utilizing AI strategies, including industry-specific machine learning and visual image recognition, to increase cart sizes for e-commerce stores. Jewel ML already had a Webflow website, but it was outdated. It failed to convey the company's professionalism and the sophistication of its highly technical product, even though the product delivers outstanding results. Kvalifik was tasked with designing and developing a new Webflow website that accurately positions Jewel ML as a leader in AI product recommendations, featuring sharp and impactful illustrations.
The final website is a high-performing Webflow site optimized with technical SEO. We created low-fidelity illustrations to simplify the complex product and effectively engage the target audience. Now, the team at Jewel ML has a website that is extremely easy to maintain and enhance, allowing them to focus on product improvement and sales rather than spending time on website management.
Jewel ML approached Kvalifik because they needed an agency that comprehended their product and target audience. They recognized that their existing site no longer reflected the company's current status. Having evolved beyond the initial startup phase, they had accumulated significant cases with strong results. The goal was to establish trust, highlight clear unique selling points, and use visuals to support their communication. Despite the backend being highly technical, the product is very user-friendly and non-technical for the customer.
We started with a competitor analysis and a workshop to identify the design elements Jewel ML wanted for their website that would best reflect their brand. We analyzed the website to pinpoint where the site was underperforming and where visitors were exiting. After finalizing the design direction, we built components that allow Jewel ML to easily maintain and scale their website without needing an agency or in-house designer. Additionally, we conducted an illustration workshop to create visuals that support our strategic communication approach for website visitors.
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