UX Consultancy Website Redesign
Role
UI DESIGNER
Duration
8 MONTHS
Platform
WEB
Industry
UX CONSULTANCY
In collaboration with Tangível
FROM STARTUP LOOK
TO PREMIUM UX CONSUTANCY
Tangível is a Portugal-based UX consultancy working with major clients such as Galp, SIBS, and Unitel.
As the company looked to scale internationally, its website needed a full redesign to reflect a more premium, professional identity while preserving its human-centered culture.
Challenge
The existing website didn’t reflect the scale, professionalism, or quality of Tangível's work. Key issues included:
Outdated design and visual inconsistency
A color palette that felt busy and unrefined
Unclear content hierarchy and enrollment UX for the UX Academy
Lack of visible proof of success (case studies, testimonials, client logos)
We had to shift the impression from “startup” to “trusted international consultancy,” while making space for Tangível’s warmth and people-focused values.
My Role
As the UI Designer, I led the visual redesign:
Conducted visual trend research and competitive benchmarking
Defined and implemented the new visual direction
Helped shape interaction patterns alongside the UX team
Customized the Stratum design system to match our visual goals
Created a local component UI kit for specific elements (hero sections, cards, etc.)
Discovery & Research
We began with internal interviews across teams (marketing, sales, leadership).
We asked:
What message should the site communicate?
What do you like/dislike in other corporate sites?
What visual tone matches our goals?
Key Insights:
Reduce visual noise (too many colors)
Show logos and real clients prominently
Avoid stock imagery — highlight our real team and work
UX Academy should feel serious and structured
We then benchmarked competitors and inspiration websites, identifying patterns in premium UX consultancy design.
Defining Structure & Strategy
With research in hand, we redefined the site architecture, prioritizing:
Clear segmentation: Services, Academy, Case Studies
Surface trust signals: Awards, numbers, logos, testimonials
Content strategy to sound premium yet approachable
We iterated collaboratively on wireframes, ensuring each section had a defined purpose and hierarchy.
Visual Direction
The new website needed to move away from a colorful, startup-like look toward a refined and international aesthetic that communicates expertise, trust, and authenticity. This vision shaped every design choice.
Key visual decisions:
Typography
Replaced Galano Grotesque with Inter — a modern, neutral font that conveys clarity and professionalism. Its geometric structure and digital readability supported a more premium visual tone.
Color direction
Simplified the palette from multiple bright accents to a clean black-and-white foundation for a timeless, elegant look that focuses attention on the content.
Focus on content
Within the minimalist black-and-white design, color comes from the content itself — vivid images and short videos naturally draw attention. Subtle microinteractions keep the experience dynamic without distraction.
Layout rhythm
Built a balanced grid system with consistent alignment and varied element composition to keep the layout structured yet visually dynamic.
Results & Impact
The new website launched in November 2024, with a noticeable improvement in how Tangível presents itself online.
Early feedback from the leadership team confirmed that the redesign met expectations and better reflected the company’s positioning and values.
The impact is being monitored through several measurable indicators, including the number of contact form submissions, UX Academy enrollments, and e-book downloads.
Contact Forms
Steady increase in submissions since launch
Academy Enrollments
Growth in new registrations through the website
E-book Downloads
Consistent engagement with learning materials
Overall Engagement
Positive early feedback and stronger brand perception
Reflections & Learnings
This project strengthened my ability to align diverse perspectives toward one clear design direction. It taught me to balance strategic goals with creative vision while keeping the experience coherent and purposeful.
A key challenge was finding the right balance between a premium international direction and a human-centered company culture, achieved through a minimalist visual style, authentic imagery, and a carefully tuned tone of voice.
Before & After
Comparison of Tangível website homepage:
before redesign (left) and after redesign (right)