Redesigning the website for an Enterprise audience
THE PROBLEM
OffSec's website suffered from fragmented navigation, outdated visuals, and inconsistent design patterns that undermined the brand's credibility. The core challenge was to reimagine the user experience from the ground up, creating a cohesive, modern interface that aligned with OffSec's evolving brand identity and could effectively convert and retain visitors.
MY ROLE
I led creative direction and UI/UX strategy for the full website redesign, including building a new design system from scratch to align with OffSec's refreshed brand. Working closely with the CMO, Product Marketing, eCommerce, and development, I translated business goals into design decisions, ensuring consistency across every touchpoint while balancing stakeholder needs across the org.
THE TAKEAWAY
The redesign delivered measurable impact across key performance indicators, including a 28% increase in time on site, improved conversion rates on core product pages, and stronger brand cohesion across the full site. Beyond the numbers, the project reinforced how critical early alignment with stakeholders is when building a design system at scale. Defining shared language and components upfront saved significant rework down the line and gave the team a foundation to build on long after launch. Since the initial launch, we have built a scalable system that has been iterated on over and over again while still maintaining our core design system and brand.
THE WORK
