Locate Alpha Corporate Website

Overview

Turning a Forgotten Website into a Growth Engine

I was tasked with transforming a 5-year-old, incomplete site into a sleek catalyst for growth.

The Challenge: A growing real estate software analytics company needed to rebrand their outdated website that was confusing potential clients, discouraging investors, and misrepresenting their evolved business model.

The Impact: The redesign now attracts 1,100+ visitors each month, eliminated client confusion, increased professional credibility, and established a cohesive brand system used across all marketing materials.

Research

Analyzing Websites from Successful Companies

I analyzed 63 successful real estate companies and software startups, discovering a key design tension:

• Software startups favored sleek, innovative aesthetics
• Real estate firms preferred traditional, prestigious designs

This insight became crucial for balancing diverging design styles and positioning Locate Alpha at the intersection of both worlds.

Pain Points

Identifying User Frictions that Cost Opportunities

Working within corporate constraints, I collaborated with the sales team to identify common user frustrations that were costing the company real opportunities:

Grayscales & Wireframes

Generating Unique Layouts

Successful landing pages had intuitive layouts that balanced user expectations with unique graphics. I planned space for branding assets within each layout while deliberately avoiding AI-generated site patterns that give pages a cheap, generic appearance.

First Iteration

Compiling Information in a Sleeker Design

This design helped the team settle on what information to prioritize. It surfaced both wins and remaining problems:

Final Iteration

Optimizing for User Skimmability

I readjusted the layout to be easier to scan and added an FAQ page, more product pages, and solution pages. This time, I focused on revamping content to be user-specific — even when one product appealed to multiple user types.

Results

Solving Complaints and Attracting New Clients

Reflection

Adapting Design Research to Corporate Reality

Prioritizing Simplicity over Uniqueness

While creating my third iteration, I examined Hotjar recordings and Framer analytics and realized that the beautiful graphics of our website were not helping visitors answer the core question: "Is this a legitimate product?" I removed decorative linework and adopted a simpler, easier-to-skim style — especially important since many users spent less than a minute on the home page.

Adapting Research Methods for Limited Resources

Unlike my courses in college, there was limited access to direct user feedback in this fast-paced startup environment. Instead of traditional user interview methodology, I gathered stakeholder insights and implemented post-launch analytics. Sometimes "no complaints" is the best success metric when transitioning from an underdeveloped baseline.

Balancing Perfectionism with Iteration Speed

I wanted to prove myself by creating as many polished, high-fidelity designs as possible. But my perfectionism bogged down the process. Six roughly designed options easily triumphs three pixel-perfect ones — the final result was usually a mish-mash of multiple designs anyway. In the future, I will prioritize rapid iteration and collaborative refinement over individual perfection.

Content Strategy in the AI Era

Despite available AI tools, authentic and clear copywriting remained the most critical factor for user comprehension and trust. I spent too much time on aesthetics. Focused content strategy delivered more value than purely visual improvements.

Integration into Branding

While the company needed more consistent branding, creating an entirely new design style risked exacerbating the problem. To avoid this, I renovated older materials while also making new assets easier for other employees to use — through email and PowerPoint templates, and one-pagers and webpages for every product and use case. Making branding consistent was now as easy as attaching a file or pasting a link.

What's Next

Continuing to Adapt to Our Target Users

This project established a foundation for the company's continued growth and professional positioning. The design system continues to guide marketing efforts, and the analytics implementation provides ongoing insights for future optimizations.

• A/B testing key conversion elements
• User journey mapping for enterprise sales processes
• Advanced personalization for different user segments

This project taught me the importance of balancing user needs, business constraints, and stakeholder feedback in a real-world corporate environment. Great design isn't just about beautiful interfaces — it's about solving actual business problems through thoughtful design decisions.