Craftedly Sites Redesign

Redesign of a Web Design & Development Website

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Overview

Client: Janet Davis

Role: UX/UI Designer, Researcher, Visual Designer

Tools: Figma

Project Background

Craftedly Sites serves as a bridge between small businesses and website designers and developers, offering custom-built websites that authentically reflect each brand and elevate its online presence. To better connect with their target audience, I was brought on to lead a comprehensive website redesign and rebranding initiative.

The Challenge

No Hierarchy

With no visual cues, prioritization, or structured navigation, content feels scattered and overwhelming. Visitors struggle to find what they need, leading to frustration, high bounce rates, and a poor user experience.

No Hierarchy

No Hierarchy

No Hierarchy

No Cohesive Branding

No Cohesive Branding

No Cohesive Branding

No Cohesive Branding

Unclear Services & Pricing

Craftedly’s website doesn’t clearly explain what services they offer or how they compare to each other. This can lead to users feeling confused, frustrated and ready to bring their business elsewhere.

Unclear Services & Pricing

Unclear Services & Pricing

Unclear Services & Pricing

The Goal

Establish Hierarchy

This will help guide visitors through their content smoothly—making it easy to see what’s most important, where to click next, and how to get what they need without the guesswork.

Establish Hierarchy

This will help guide visitors through their content smoothly—making it easy to see what’s most important, where to click next, and how to get what they need without the guesswork.

Establish Hierarchy

This will help guide visitors through their content smoothly—making it easy to see what’s most important, where to click next, and how to get what they need without the guesswork.

Establish Hierarchy

This will help guide visitors through their content smoothly—making it easy to see what’s most important, where to click next, and how to get what they need without the guesswork.

Establish Cohesive Branding

This will tie everything in the new website together—from colors and fonts to tone and visuals—so their brand feels consistent, memorable, and identifying from the first click.

Establish Cohesive Branding

This will tie everything in the new website together—from colors and fonts to tone and visuals—so their brand feels consistent, memorable, and identifying from the first click.

Establish Cohesive Branding

This will tie everything in the new website together—from colors and fonts to tone and visuals—so their brand feels consistent, memorable, and identifying from the first click.

Establish Cohesive Branding

This will tie everything in the new website together—from colors and fonts to tone and visuals—so their brand feels consistent, memorable, and identifying from the first click.

Establish Clear Pricing & Services

Clearly outlining Craftedly’s services and pricing on their new website will help visitors quickly understand what they offer, what to expect, and how to take the next step—building trust and encouraging action from the start.

Establish Clear Pricing & Services

Establish Clear Pricing & Services

Establish Clear Pricing & Services

Solution

Simplify Home Page

The original home page contained almost all the information the site has to offer and organized at the same level of importance. I paired down the home page to only provide information relevant to the services Craftedly has to offer.

Organized Detailed Information

I created more pages for the website that allowed more space for detailed information. Users are able to see a complete picture of what Craftedly has to offer.

Provide Visual Identity

In order to create hierarchy and a cohesive feeling throughout the site, I established a visual identity. Using design patterns to organize information, users are able to navigate through the new site confidently.

Research

Before beginning the design process, I conducted research on other website design and development companies to gain insight into the services they typically offer and their associated pricing. Based on this, I curated a comprehensive list of service packages across various price points. After presenting and discussing these options with the client, we refined the list together, narrowing it down to a selection of services that aligned with both the client's needs and expectations.

A New Visual Identity

Craftely was ready for a full visual rebrand, and I approached it with a focus on warmth and clarity. I selected a calming, complementary color palette that feels welcoming without being overpowering. To give the site a modern and approachable feel, I incorporated trendy outlined elements alongside organic, blobby shapes and playful illustrations. For typography, I paired an elegant serif for headings with a rounded, light sans-serif for body text -- creating a clean, legible, and cohesive look throughout.

Testing User Flows

I restructured Craftedly’s website into clear, user-friendly categories to improve navigation. The Home Page highlights the company’s values, design process, contact information, and client testimonials. The Services Page presents all of Craftedly’s offerings side by side, making it easy for users to compare packages and choose the right fit. It also includes a comprehensive FAQ section focused on their services. The Work Page showcases Craftedly’s portfolio in a clean, grid layout, giving visitors a visual overview of past projects. Finally, the About Page shares the company’s mission and provides insight into what drives their work.

Low Fidelity