AiMG Website

A Website Built for Engagement and Growth
INTRODUCTION
AiMediaGroup’s website was long overdue for a refresh—visually outdated, hard to navigate, and disconnected from the company’s evolving services and goals. I led the redesign effort with the mission of transforming the site into a modern, user-friendly experience that could drive lead generation and better reflect the brand’s innovation in marketing technology.

My role

UX Designer & Front-End Developer (Research, UI Design, Development)

Team

Front-end (me)
Designer (me)

Back-End Developer
Stakeholders

Tools

Adobe XD
Whimsical
Adobe Illustrator
Adobe Photoshop
Google Analytics
Jira

Platform

Website (WixStudio)

Timeline

2023-2024
View AiMG Project

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The Problem

The previous AiMediaGroup website was outdated both visually and functionally. It lacked clear messaging around the company’s services, was difficult to navigate, and did not support the company’s growing need for qualified lead generation.

Users struggled to find the information they needed, and the site’s design did not reflect AiMediaGroup’s position as a modern, tech-forward marketing partner.

🧠

The Challenge

How might we redesign the website to clearly communicate AiMediaGroup’s offerings, improve usability, and drive measurable business impact—without disrupting ongoing operations?

The project required aligning stakeholder goals, optimizing for SEO, and building a system that was scalable, visually compelling, and conversion-focused.

🎯

Product Goals

  • Create a modern, professional design that reflects the brand’s expertise and innovation
  • Improve site navigation and structure for easier user journeys
  • Highlight core services and technologies in a clear, engaging way
  • Increase lead generation through stronger CTAs and content hierarchy
  • Build a scalable front end that supports content growth, responsive UI, and marketing needs

Design Thinking Process

Designing a successful marketing website is about more than just aesthetics  it requires a deep understanding of user needs, business goals, and the digital behaviors that drive conversion.
EMPATHIZE

Aligning Vision with User Needs

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Research Method: Stakeholder Interviews
I conducted interviews with key team members across leadership, sales, and marketing to understand the company’s core offerings, pain points with the current site, and what success would look like for the redesign.
Who I spoke with:
  • CEO & Executive team
  • Head of Sales
  • Marketing Manager
  • Client Success teams
Key questions I asked:
  • What’s the most important thing users should take away when visiting the site?
  • What parts of the current site feel outdated or ineffective?
  • How do you currently use the website in your sales or outreach efforts?
  • What types of leads or conversions are most valuable to the business?
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Key Insights
Lack of clarity: The current homepage failed to clearly explain what the company does or differentiate it from competitors.
Missing lead gen: No clear user flow or CTA was driving visitors to inquire or book a call.
Outdated look: Stakeholders felt the visual identity didn’t reflect the company’s technological innovation.
Fragmented content: Services and solutions weren’t organized in a way that aligned with how sales explained them.
Device inconsistency: The existing website didn’t perform well on mobile or tablet, creating friction for users accessing it on the go.
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Pain Points
Unclear Brand Messaging
Users couldn’t quickly grasp what the company did or how it stood out. The homepage lacked a clear value proposition and direction, leading to confusion and high bounce rates.
Outdated Design and UX
The visual language and interactions felt old-fashioned and clunky, which hurt user trust and made the company appear less innovative than it actually was.
Lack of Mobile Optimization
The old website didn’t adapt well to tablets or smartphones. This caused frustration for users on the go, especially sales leads viewing the site during commutes or meetings.
Poor Lead Generation Flow
The lead capture experience was buried and unclear. Forms weren’t strategically placed, and CTAs lacked urgency or visibility, leading to missed conversion opportunities.
EMPATHIZE

Understanding the User Experience

In order to ensure the website redesign meets the needs of users at every stage, I employed a Customer Journey Mapping approach. This method helped to visualize the user’s experience from the moment they first discover the site to their ongoing interactions post-conversion.
DEFINE

Problem Statement

The AiMediaGroup website is currently outdated, with poor navigation, unclear messaging, and a lack of responsiveness across devices, which frustrates potential clients and makes it difficult for them to easily find relevant information about the company’s services. The confusing user experience, especially on mobile devices, results in a high bounce rate and low conversion, preventing the website from effectively generating leads or showcasing AiMediaGroup's innovative solutions. This not only diminishes the site's ability to attract and convert visitors but also undermines the company's position as an industry leader in marketing technology.
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Hypothesis Statement
Users need a modern, mobile-responsive website that clearly communicates AiMediaGroup's innovative services, solutions, and expertise. They want to easily navigate the site, find relevant information quickly, and have a seamless experience across all devices. Additionally, users expect the website to encourage them to engage with the company, whether through contacting sales, requesting demos, or signing up for more information.
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Goal Statement
The goal of this project is to redesign the AiMediaGroup website to improve user engagement and lead generation. By focusing on a user-centered design that enhances navigation, mobile responsiveness, and clear messaging, the redesigned website will provide an intuitive, visually appealing experience that drives conversions and reinforces AiMediaGroup’s leadership in the marketing technology space. The redesign will enable users to easily find and act on the information they need, turning visitors into potential clients.
DEFINE

Structuring the Experience for Clarity and Usability

Purpose Behind the Information Architecture

The structure of the website’s information architecture was intentionally designed to enhance user experience and align with business goals. By focusing on a clear, intuitive layout, I ensured that users could easily navigate and find essential information quickly. I prioritized key content areas, such as services and lead generation forms, making them prominent for conversion while keeping the overall experience smooth and efficient.

The goal was to create a seamless path that guides users from discovery to action, without overwhelming them with complexity. This structure also allows for future growth, ensuring that new features and content could be incorporated without disrupting the flow.

💡 Key Insights
  • Simplified content organization improves navigation, helping users find what they need faster and with fewer clicks.
  • Clear pathways were designed to drive lead generation and conversions, placing critical actions like sign-ups and contact forms where they’ll have the most impact.
  • The architecture was built to easily accommodate future expansion, ensuring that as the business grows, the website’s functionality will grow with it without confusing the user.
  • I kept users at the core of the design decisions, ensuring a clean and intuitive flow that reduces friction and guides them toward key objectives.
IDEATE

Audit of the Existing Website

Why I Did It
This audit allowed me to uncover usability issues, gaps in functionality, and elements that no longer aligned with the company’s business goals or modern design standards.
💡 Key Insights
  • The existing website had a dated design, which affected user trust and engagement. The visual design was no longer aligned with industry trends, which resulted in a less compelling user experience.
  • The website was not responsive across all devices, leading to a poor user experience on mobile. With the increasing importance of mobile traffic, this was a major issue that needed addressing.
  • The old website lacked prominent and compelling CTAs, which hindered its effectiveness as a lead generation tool. Users were unsure of the next steps after landing on key pages.
  • The website’s loading time was slower than ideal, which negatively impacted user retention and SEO rankings.
DESIGN

Sketch, Test, Repeat.

During this phase of the project, I explored different layout and content ideas through quick paper sketches before moving into more concrete design work. This approach gave me the freedom to think without boundaries and allowed for rapid iteration of concepts, helping shape the overall structure and direction of the new website experience.
DESIGN

Refining Wireframes

I translated early concepts into structured wireframes to define layout, content hierarchy, and navigation. These mid-fidelity designs allowed for quicker feedback and alignment with stakeholders, helping us validate core user flows and make necessary adjustments before moving into visual design.

wireframes
We tested our mid-fidelity wireframes to evaluate clarity, navigation, and overall usability. The majority were able to explore the site and locate key information with ease. Users appreciated the modernized layout and straightforward structure, but noted areas for improvement like clearer CTAs and more engaging content on the homepage. Their feedback led to a round of iteration to refine the layout, improve lead generation flow, and strengthen the user experience before moving into high-fidelity design.
website pages collage
DESIGN

From Vision to Interface

Polishing the experience into a functional, visually cohesive design that converts.
The redesigned site now adapts effortlessly across all devices finally delivering a smooth, accessible experience on mobile.
image website
The new homepage showcases Ai Media Group’s services with clarity and modern appeal designed to capture attention and drive action from the first glance.
image website
Showcasing our services, team, technology, and lead forms each page is designed to inform, build trust, and drive meaningful user action.
🎯
Impact
  • The redesigned website resulted in a 41% increase in lead form submissions within the first three months of launch.
  • Mobile bounce rate decreased by 48%, reflecting the improved responsive experience and faster load times.
  • Average time on site increased by 37%, indicating deeper engagement with key pages like Services and Technology.
🧠
What I Learned
  • Redesigning a corporate website with business goals in mind meant balancing visual appeal with performance and user behavior.
  • Collaborating with stakeholders, conducting interviews, and aligning on strategic priorities helped guide meaningful design decisions.
  • I also deepened my skills in front-end development, responsive design, and learned how even small content and layout changes can dramatically improve engagement and conversions.
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Next Steps
  • Ongoing Optimization: Continue testing and refining key pages to maximize conversions and engagement.
  • Develop More Features: Introduce interactive components, such as chat support or dynamic case studies, to support lead generation.
  • Iterate Based on Growth: As the company scales, evolve the content and structure to reflect new service offerings and client needs.
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