Redesigning Emendos Website Experience
Role: Brand Designer · UX/UI Design · Visual Systems
Tools: Figma · Wordpress
When I joined Emendo, their website had long struggled to represent the company’s expertise and structure effectively. With eight business areas and no clear visual identity, the site felt fragmented and confusing. After establishing a cohesive brand foundation, I led a full redesign of the website - using the Design Thinking Process to align stakeholder needs, simplify navigation, and create a clear, consistent, and trustworthy digital experience.
What I Did.
When I joined Emendo, one of the first issues I noticed was that the company lacked a cohesive visual identity. This made it difficult for their website to communicate who they were and what they offered. The management initially wanted to start with the website redesign, but I identified that a consistent visual foundation was missing, which would make any design work unstable and inconsistent.
Once the new brand identity and guidelines were established, I turned my focus to redesigning Emendo’s website - a project that had long been considered their “lost child.” The existing site was fragmented, overly complex, and failed to reflect the company’s professionalism.
With eight different business areas, each offering a wide range of services, users struggled to navigate and understand the overall structure. The main challenge was to create a clear, intuitive, and visually consistent experience that represented the brand while making it easy for users to find relevant information.
The Challenge
The Approach
Empathize & Define:
I began by conducting interviews with key stakeholders across Emendo’s business areas to understand their goals, needs, and challenges. I also analyzed the existing website and gathered feedback from users to identify pain points in navigation, content structure, and clarity.
The insights revealed two major focus areas: Information (how to present content clearly and authentically) and Navigation (how users move through the site efficiently).
Following the Design Thinking Process, I approached the website redesign with a structured, human-centered method focused on understanding, ideating, and testing.
Ideate & Plan:
Using these themes, I developed two main epics, Information and Navigation, which I broke down into user stories and tasks.
For Information, the goal was to make brand values easy to access, emphasize transparency, and connect users directly to consultants.
For Navigation, the focus was on simplifying movement across the site, reducing scrolling, and connecting business areas for a more holistic understanding.
Prototype & Tests:
I created wireframes and design mockups in Figma, applying the newly established brand system for consistency in color, typography, and layout.
To evaluate the effectiveness of design decisions, I used heatmaps and behavioral analytics to track how users interacted with the site. This data helped identify which areas received the most engagement and where users hesitated or dropped off.
Based on these insights, we tested and refined key features, such as navigation flow, content hierarchy, and call-to-action placement, to ensure usability and clarity before moving into full implementation.
The Solution
The redesigned website transformed Emendo’s digital presence into a cohesive, user-centered experience that clearly communicates the company’s expertise and structure.
By grounding the project in the Design Thinking Process and combining qualitative feedback with heatmap-driven insights, I delivered a site that is both visually consistent and functionally effective.
The new design makes it easier for visitors to understand Emendo’s diverse capabilities, connect with consultants, and navigate confidently through the site - turning what was once a “lost child” into a strong, representative touchpoint for the brand.
See More of My Work for Emendo.
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Brand Book
I led a full brand refresh for Emendo Consulting Group, creating a cohesive and scalable visual identity that unified the brand across all channels and empowered teams to design with consistency.
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Content Creation & Graphics
I led the creation of Emendo’s visual content across video, graphics, photography, and PowerPoint presentations, from concept to execution. By building a cohesive brand system and crafting engaging visuals for web, social, and print, I helped grow LinkedIn followers by 132% and increased organic social traffic by 9,600%.