Website Experience Redesign for Leading Insight

Project Overview
Redesigned the website for Leading Insight, an advisory and consulting firm, to position it as a top-of-funnel sales tool that builds credibility and trust with HR professionals.
My focus: user research, information architecture, and prototyping.

Problem
The existing site felt unclear and inconsistent, making it difficult for users to find relevant training solutions or understand the firm’s value.

Research
Conducted interviews with HR managers, competitor analysis, and usability testing.
Identified key issues: confusing navigation, inconsistent messaging, and lack of visible support.

Solution
Proposed a simplified navigation, searchable course catalog, and an accessible chatbot.
Refined tone and visuals to balance professionalism with approachability, reflecting the brand’s boutique identity.

Impact
Usability testing showed 80% faster task completion with fewer errors.
Participants described the site as “clear, approachable, and professional.”
The redesign strengthened brand credibility and improved overall user confidence.

Reflection
This project taught me how to simplify complex information without losing meaning and how thoughtful design can align business goals with user needs while building lasting trust.