Website Design & Development
UX/UI design turned into high-speed, optimised functional sites which are easy to use, and hard to forget.
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UX/UI design turned into high-speed, optimised functional sites which are easy to use, and hard to forget.
ClearLedger is a speculative modern accounting platform for non-finance founders who don’t understand traditional accounting tools. Here, I was tasked with Home Page design, focusing on visual hierarchy, calls to action and building trust.
I prioritised ensuring the site didn’t feel daunting or too corporate by using minimalistic colouring and typography. White and light blue create a fresh, sleek feel.
I focused on CTAs to align with the main goal of increasing free-trial signups among first-time visitors. Furthermore, this goal made trustworthiness and credibility paramount, which I ensured through social proof and human support cues.
The homepage communicates trust and reliability, making the daunting topic of finances more accessible for non-finance founders.
Pauline Brunsdon, at The Personalised Flower Box, expressed a desire to rebrand her business ahead of opening an E-Commerce store and YouTube channel. The existing visuals of her website were inconsistent and unclear, making for a difficult user journey and experience and failing to communicate value quickly.
To solve these issues, I began by designing a sleek yet on-theme logo, as well as a smaller version for the favicon and social media profile pictures. I composed set typography and colour schemes to use across platforms, creating a more cohesive and recognisable brand identity.
Refining the User Experience and Interface (UX/UI) improved professionalism and built trust from a visitors first impression. Furthermore, a cleaner structure made browsing faster, easier and more enjoyable.
Pauline was delighted with her new website and branding. Post-launch, she saw an increase in engagement across her website and social media platforms. This has led to an ongoing collaboration for social media and website management.
Northshore Dental is a modern private dental clinic offering general and cosmetic dental services. Here, I created a Home Page design focusing on calls to action and building trust.
The brief emphasised reassuring nervous clients and creating the impression of a comforting, relaxing dental studio. The main goal was to build trust and funnel that into increased bookings. To do this, I used neutral colours and minimalist visual elements and typography to avoid feeling overly clinical or daunting.
The homepage provides reassurance to patients and focuses on the appointment booking CTA. The calming design helps address Northshore’s challenge of earning client trust.
The Personalised Flower Box is a local florist. Pauline discussed wanting to grow her audience as she moved towards a new niche. Her focus was on showcasing her personality, which we achieved through static and video content I produced.
Pauline provided me with static content, which I edited and adapted to align with her relevant strategy. These were posted twice a week across Facebook and Instagram.
Simultaneously, I produced and edited long-form video content for Pauline, which was posted on YouTube and gained traction with the second video, with clients noting it was useful and entertaining.
Pauline saw significant growth across her social media platforms. Increased engagement and reach on Instagram and Facebook led to more traffic to her website, and Pauline noted a noticeable increase in sales and enquiries.
Tutorials posted on YouTube helped attendees of her workshops understand wreath making, making classes smoother, more efficient, and more engaging.
During lockdown, I created a themed Instagram account. It was a growing, competitive niche, so I had to learn how to adapt to the community and its expectations. What began as a hobby turned into a thriving community and business that lasted just under half a decade.
In just 12 months, I grew this account to over 100,000 followers, reaching 150,000 only a few months later. At its peak, my daily posts were receiving up to 75,000, and the page was attracting more than 1 million monthly visitors.
I am incredibly proud of the community I created. I hosted giveaways, developed a merch line, partnered with brands for paid advertisements and received hundreds of messages from people sharing what the page meant to them.
In January 2024, I took the step to stop posting. Rather than selling the account, despite receiving several strong offers, I decided to leave the page as a digital time capsule that people, including myself, can return to forever.
This project is one of my favourite examples of what good strategy, consistency, and creativity can achieve. It’s also the basis of the work I do for clients: helping them to build brands, content and communities that genuinely resonate and grow.