project details
Duration: 8 weeks
My role: Sole product designer responsible for the UX/UI process, from initial research and persona development through final prototyping
overview
research insights
Visual design and first impressions strongly impact credibility. Flyte Systems’ website should feel modern, simple, and polished to avoid losing leads.
Flyte System’s website must clearly communicate value, past work, and credibility up front.
The problem
Flyte Systems’ website lacks credibility signals and clarity, causing prospects to dismiss it early. Unclear pricing and next steps create friction, leading qualified leads to drop off before engaging.
The solution
Based on research insights, I redesigned Flyte Systems' website into a polished, credible website that leads with portfolio work, transparent pricing, and client testimonials to build immediate trust.
usability testing
The goal of this usability test is to evaluate how effectively users can research and navigate Flyte Systems' desktop website to understand their services, access product information, and complete key research tasks.
tested flows
Industry solutions are prominently displayed on the main Home page, with dedicated industry pages for a list of offerings
Prominent Contact button throughout the website and an intuitive contact us form with clear required fields
key user insights
Intuitive basic navigation
Users found the fundamental website structure easy to navigate, noting that it was easy to locate the contact form and button.
Clearer pricing and response time clarification
The contact us page didn't explain how pricing works or provide clear response time expectations, causing visitor frustrations
design iteration
Clearer information on custom pricing, contact information, and response times
Before
After
Improved clarity by adding guidance on how to obtain pricing, highlighting response time expectations, and including business hours details. Visitors now have clear guidance on the pricing process and know what to expect when contacting the company.
reflection
What I learned
Designing with outdated assets: Flyte Systems’ outdated visuals required me to rely on layout and white space to create a clean, credible design despite limited imagery. While effective, I recognized that high-quality, updated photos would significantly improve trust and conversions. With more time, I would advocate earlier for investing in new visuals using a phased, impact-driven approach.
B2B research: I learned that in the B2B context, a website functions less as a browsing experience and more as a quick credibility filter during vendor shortlisting. This shifted my focus toward prioritizing signals such as testimonials, client logos, and clear positioning to help users make quick judgments. It also pushed me to be more intentional with research, designing questions that account for limited participant time while still uncovering decision-making drivers.
