B2B Company Website Redesign

I led the redesign and development of Ecuity Edge's public facing website, crafting a modern, responsive, and accessible experience aligned with enterprise brand standards for this B2B SaaS Microsoft Gold Partner.

Project Overview

I spearheaded the redesign and development of the public-facing website for Ecuity Edge, a B2B SaaS company and recognized Microsoft Gold Partner specializing in partner enablement solutions. Operating without a dedicated in house designer, I took the initiative to lead the entire creative and technical execution. My goal was to deliver a modern, highly responsive web experience that not only captured the company's enterprise brand standards but also optimized for critical factors like accessibility and performance.

This project involved a comprehensive overhaul of their online presence, moving beyond basic functionality to create a professional and scalable solution that accurately reflected Ecuity Edge's position as a leading technology partner.

Challenges

A significant challenge was leading the design direction in the absence of a dedicated designer, requiring me to bridge the gap between technical implementation and visual aesthetics. This meant interpreting and applying existing enterprise brand standards across a new web interface while simultaneously innovating to create a modern and intuitive user experience.

Another key hurdle involved customizing a robust WordPress theme to meet highly specific design and functionality requirements, rather than building from scratch. This demanded a deep understanding of WordPress's architecture, theme development best practices, and efficient front-end customization to ensure scalability and maintainability without compromising performance. Optimizing the site for accessibility and overall performance on a content management system further added to the technical complexity.

Process

My process for the Ecuity Edge website redesign began with extensive discovery and planning. I immersed myself in the existing brand guidelines and marketing objectives, then used Figma to conceptualize the new site structure, key page layouts, and user flows. This design phase was crucial for translating abstract requirements into a tangible visual blueprint, acting as the de facto designer for the project.

Moving into development, I chose WordPress as the platform due to its content management capabilities and client familiarity. The development involved extensive customization of a premium WordPress theme. I delved into theme files, writing custom CSS (likely within the theme's customizer or child theme's style.css and functions.php) to align with the new design. I focused heavily on ensuring the site was fully responsive across all devices and meticulously optimized for accessibility (e.g., proper ARIA attributes, keyboard navigation, color contrast) and loading performance (e.g., image optimization, caching strategies). Throughout the two month duration, I managed the project end-to-end, from initial concept to final deployment.

Tech Decisions

The decision to leverage WordPress was strategic, chosen for its robust content management capabilities, which empowered the Ecuity Edge team to manage content efficiently post launch. My technical contribution centered on deep theme customization, demonstrating expertise in adapting and extending a pre existing platform to meet bespoke enterprise needs. This included writing clean, efficient CSS (within SCSS, if a custom build process was used, or directly within WordPress's styling mechanisms) to achieve a pixel-perfect, responsive design without over-complicating the theme's core.

Figma was an indispensable tool, allowing me to act as the lead designer, translating brand guidelines into actionable UI/UX elements. Performance optimizations, such as efficient asset loading and responsive image techniques, were paramount to ensure a fast, seamless user experience, critical for a B2B audience. This project highlighted my ability to deliver a highly polished, scalable, and professional web presence within the practical constraints of a CMS environment.

Key Takeaways

This project provided invaluable experience in leading a comprehensive web redesign initiative in a lean environment, particularly in bridging the gap between design and development responsibilities. It significantly sharpened my ability to interpret and apply complex enterprise brand standards to a live web platform, a crucial skill in B2B contexts.

I gained deep insights into optimizing WordPress for enterprise level performance and accessibility, understanding how to customize a powerful CMS to meet stringent technical and user experience requirements. This project underscored my capacity to independently deliver a professional, scalable, and impactful online presence that directly supported Ecuity Edge's business objectives and reinforced their standing as a Microsoft Gold Partner.

Quick Details

Year 2019
Industry B2B SaaS
Role Senior Software Engineer
Category Web Design & Development
Platform WordPress
Duration 2 Months

Technologies Used

Adobe XD WordPress

Color Palette

Designed to align with professional brand standards, focusing on high-contrast colors that promote clarity, trust, and accessibility.

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B2B Company Website Redesign

Design & Development Process

Research & Discovery

Understanding the problem space, user needs, and business requirements.

Design & Prototyping

Creating wireframes, visual designs, and interactive prototypes.

Development & Implementation

Building the solution with clean, maintainable code and attention to detail.

Testing & Refinement

Ensuring quality, accessibility, and optimal performance.

Project Details

Redesigned and developed the public-facing website for Ecuity Edge, a B2B SaaS company and recognized Microsoft Gold Partner specializing in partner enablement solutions. In the absence of a dedicated designer, I led the creation of a modern, responsive experience aligned with enterprise brand standards. The project involved customizing a WordPress theme, optimizing for accessibility and performance, and delivering a scalable, professional solution.

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