Company
Durable
Role
Senior Product Designer
Project type
Website redesign
Timeline
3 Months
Live version
https://durable.co
The challenge
The original website felt like a placeholder—functional, but far from memorable. Built using a Webflow template, it lacked the distinct identity needed to stand out in a competitive SaaS landscape. The biggest issues were unclear brand messaging, weak visual storytelling, and CTAs that failed to capture attention. Our product was strong, but the website didn’t reflect that. My challenge was to create a design that felt authentic to Durable, visually engaging, and conversion-focused.
The previous design looks nice because of the vibrant illustration, but the main problem was not translating the product and the brand. The user could not understand what the product was about. Also, the messaging was very generic and less focused on the website builder.
Discovery & Insights
Since the company was still in its early stages, we didn’t have a wealth of user data to analyze. Instead, I leaned heavily on qualitative research, internal feedback, and competitor analysis. I reviewed similar SaaS websites to understand how they communicated their value propositions, identified gaps in our existing design, and gathered insights from team members who were closely connected to our early user base. This approach helped me uncover key pain points: users weren’t immediately understanding what Durable offered, the visual design lacked personality, and the CTAs weren’t effective in guiding user actions. These insights shaped the foundation for the redesign.
Home page explorations
Designing the homepage was an iterative process—we explored multiple variations, testing different approaches to find the one that truly resonated with users. We experimented with light and dark modes, incorporated various illustration styles, and refined the overall look and feel to strike the perfect balance between aesthetics and usability. Through testing and user feedback, we identified the version that performed best: a flat purple background that made the main lockup stand out. This choice not only enhanced visual clarity but also created a bold, memorable first impression that aligned seamlessly with Durable’s brand identity.
Design goals
With a clear understanding of the challenges, I set specific goals for the redesign. First and foremost, I wanted to establish a strong, distinctive brand identity that felt uniquely Durable—moving beyond the generic template to create something memorable. I also aimed to showcase the product features through realistic illustrations, making abstract concepts more tangible and relatable. Enhancing the effectiveness of our CTAs was another key goal, ensuring they stood out visually and encouraged users to take action. Finally, I wanted to improve the overall user experience by creating a clean, intuitive interface that kept users engaged, even without the support of extensive data.
The challenge
The original website felt like a placeholder—functional, but far from memorable. Built using a Webflow template, it lacked the distinct identity needed to stand out in a competitive SaaS landscape. The biggest issues were unclear brand messaging, weak visual storytelling, and CTAs that failed to capture attention. Our product was strong, but the website didn’t reflect that. My challenge was to create a design that felt authentic to Durable, visually engaging, and conversion-focused.
Illustrations
I’ve always had a deep appreciation for illustration, and for Durable, I saw an opportunity to push this passion further. I dedicated a significant amount of time to crafting illustrations that not only looked visually appealing but also effectively represented the product. Some were based on real images to add authenticity, while the majority were conceptual representations of key features. The goal was to make the product feel more tangible, helping users quickly grasp its functionality in a way that felt natural and engaging. These illustrations became a core part of the brand’s visual identity, adding personality and depth to the overall experience.
Design System
To support the redesign and ensure consistency across the entire website, I developed a robust design system built in Figma. One of the key goals was scalability—from day one, we wanted a foundation that could grow with the product.
We leveraged Figma variables to systematize spacing, font styles, color modes (light and dark), and responsive breakpoints. This allowed us to easily manage component behavior across screen sizes and themes while maintaining a clean, unified visual language. Every element—from headline hierarchy and button states to form inputs and spacing scales—was thoughtfully documented and componentized.
This system didn’t just help the design team move faster but also improved collaboration with engineering by providing clear, structured guidelines that reduced guesswork during implementation. It laid the groundwork for a more cohesive user experience as the product continues to evolve.
