Jashan Dhingra

JS PORTFOLIO / WEBSITE REDESIGN / AGENCY

Website Redesign

UI/UX

2-Week Sprint

ROLE

Product UI/UX Designer

DURATION

2 weeks (Sprint)

CLIENT

SOFTTONIA Agency

LIVE PROJECT

softtonia.com

SOFTTONIA

Website Redesign

SOFTTONIA

Website Redesign

Modernizing a Software & Digital Marketing Agency's Digital Presence to command high-value client conversions.

Before / After

Full-page captures of the previous site and the redesigned site.

PREVIOUS DESIGN

BEFORE

Previous design

REDESIGNED SITE

AFTER

Redesigned site

The Brief

What SOFTTONIA needed

OBJECTIVE

Enhance the user experience, modernize the design, and improve website performance for SOFTTONIA a leading software development and digital marketing agency.

What was wrong with the previous site

Inconsistent typography a mismatch of fonts and styles across pages,

hurting readability

Inconsistent typography a mismatch of fonts and styles across pages, hurting readability

Inconsistent icon sizes, making the interface look cluttered and unbalanced

Poor navigation structure important information buried under multiple menu layers

Outdated design aesthetics that didn't reflect modern web design trends

Lack of mobile optimization the site wasn't responsive

Slow load times from unoptimized images and inefficient code

Inconsistent visual elements (buttons, headers, footers) across pages

BASELINE METRICS

Pre-redesign, measured

Bounce Rate

80%

Average Session Duration

2m 15s

Conversion Rate

1.2%

Conversion Rate

1.2%

Approach

Research-informed, scoped to a 2-week sprint

QUALITATIVE

In-depth discussions with the client and founder to surface pain

points — difficult navigation, outdated design, poor mobile

responsiveness.

QUANTITATIVE

Analyzed real performance metrics — bounce rate, session

duration, conversion rate — to confirm where users were dropping

off.

MARKET RESEARCH

Reviewed industry best practices and competitor websites for

inspiration, referencing sites via ThemeForest and Behance —

noting common patterns like streamlined navigation, modern

aesthetics, and mobile optimization.

AUDIENCE RESEARCH

Identified SOFTTONIA's target audience — businesses ranging

from startups to established organizations seeking software

development and digital marketing services.

DESIGN DIRECTION

Based on the research, the site was transformed

into a next-generation, futuristic platform sleek and modern, with clean lines, a sophisticated dark color palette, and advanced animations to convey innovation, fully optimized for mobile.

Based on the research, the site was transformed into a next-generation, futuristic platform sleek and modern, with clean lines, a sophisticated dark color palette, and advanced animations to convey innovation, fully optimized for mobile.

REDESIGNED SITE PALETTE

#17CD80

Accent

#0A0A0A

Base

#FFFFFF

Type

PROCESS

Discovery & Research

Planning &

Wireframing

Planning &

Wireframing

Design & Prototyping

Development

Collaboration

Development

Collaboration

Testing & Launch

What Changed

Seven issues in the old site, and what replaced them.

BEFORE

Inconsistent typography across pages

AFTER

Standardized font family with a clear heading / subheading

/ body hierarchy

BEFORE

Inconsistent icon sizes

AFTER

Uniform icon sizing across the entire site

BEFORE

Poor, deeply-nested navigation

AFTER

Simplified, logical menu structure — fewer clicks to key

content

Simplified, logical menu structure fewer clicks to key content

BEFORE

Outdated visual design

AFTER

Modern aesthetic — clean lines, sophisticated dark palette,

animations

Modern aesthetic clean lines, sophisticated dark palette,

animations

BEFORE

No mobile optimization

AFTER

Fully responsive across smartphones and tablets

BEFORE

Slow load times

AFTER

Optimized images and streamlined code

BEFORE

Inconsistent buttons, headers and footers

AFTER

Standardized visual elements site-wide for a cohesive

brand feel

Standardized visual elements site-wide for a cohesive brand feel

Impact

Documented outcomes after launch. Directional no post-launch figures were recorded against the baseline above.

✓

Enhanced user engagement users spent more time exploring the site

✓

Improved navigation and accessibility noticeable decrease in bounce rate, increase in average session duration

✓

Increased mobile traffic with a seamless cross-device experience

✓

Faster load times, contributing to better search engine rankings and organic traffic

✓

Higher conversion rates more inquiries and business leads

✓

Positive feedback from both the client and end-users on the new design's professionalism and credibility

Reflection

Redesigning SOFTTONIA's website reaffirmed that great design isn't just about aesthetics it's about functionality and user satisfaction. Addressing real usability issues (navigation, mobile responsiveness, load times) alongside modernizing the visual design is what actually moved the business metrics that mattered to the client.

Thanks for Reading

A 2-week sprint to turn a cluttered, underperforming agency site into a modern,

fast, mobile-ready experience — proof that scoped, research-informed redesigns

can move real business metrics.

A 2-week sprint to turn a cluttered, underperforming agency site into a modern, fast, mobile-ready experience proof that scoped, research-informed redesigns can move real business metrics.

A 2-week sprint to turn a cluttered, underperforming agency site into a modern,

fast, mobile-ready experience proof that scoped, research-informed redesigns

can move real business metrics.

Want to talk website redesigns, UI/UX, or product design? Let's connect.

Contact me