Stratiko

Redesigning a SaaS website to elevate brand perception and increase conversions.

Stratiko, a promising online marketing strategy tool, launched with a website geared towards investors – not users. The result? A disconnect between the tool's potential and its online presence, leading to low user engagement and missed opportunities. As the lead UX/UI designer, I directed a strategic redesign to transform the website into a user-centric platform that clearly articulates Stratiko's value and drives meaningful conversions. The goal was to create a website that not only looked professional but also functioned as a powerful user acquisition engine.

Timeline

Oct 2023 - Mar 2024

stratiko.com

Role

UX/UI Designer at Boost Agency

Team

1x UX/UI Designer
1x Creative Director
1x Copywriter
1x SEO Specialist
2x Developers

Goals

Increase brand perception
Drive user acquisition and conversion

Constraints

Launch the website at same time as the software v2.
Limited time and resources

The Problem

An investor-focused landing page lacked the information and usability needed to attract real users.

The initial focus on investors, while understandable for the MVP stage, left the website ill-equipped to attract and convert actual users. The single-page design buried crucial product information, leaving potential customers struggling to understand Stratiko's core value. The result? Low user engagement and a growing risk of losing market share to competitors with clearer, user-centric messaging.

The challenge was clear: transform a website designed for investors into a powerful platform that speaks directly to Stratiko's target audience and drives conversions.

Previous landing page

Composite image showing six sections from the Stratiko website landing page: a hero section introducing marketing strategy with a dashboard graphic; an audience insights section with illustrated personas; a features section highlighting strategy templates, multi-channel options, and personalization; a services section with cards for lifecycle mapping, persona profiling, and other offerings; a partner section displaying partner company logos; and a pricing section comparing Advanced, Entry, and Pro plans in a side-by-side table.

The website is a single-page landing page with limited content, making it difficult for users to understand the tool, trust it and subscribe.

The navigation and messaging are unclear, with a menu that only anchors to sections and lacks additional information.

The use of marketing jargon, such as "Viral Strategy," may alienate non-marketing professionals and create confusion.

The visual design feels amateurish, with inconsistent contrast, immature iconography, and clunky aesthetics that reduce credibility.

Call-to-action buttons are misleading, and pricing tables are confusing, making it hard for users to make informed decisions.

The unclear distinction between services and the tool itself makes it difficult for users to understand what is being offered.

Competitive Landscape

To identify opportunities for improvement, I conducted a competitive analysis of multiple SaaS industry websites, examining how they communicate value, highlight benefits, and connect with their target audience. Many competitors focus too much on features without clearly demonstrating their impact, making it harder for users to see the product’s real value. By understanding how leading companies address these gaps, I was able to pinpoint key areas where we could create a stronger, more user-centered experience.

Show more value

Instead of focusing solely on features, competitors who clearly demonstrate real-world impact and outcomes make a stronger connection with potential users.

Expose benefits

Highlighting how the product improves efficiency, reduces costs, or enhances decision-making can make it more compelling for users.

Creating connection

Clearly addressing the needs and pain points of specific user groups fosters trust and engagement, making the offering feel more relevant.

The Solution

Helping users see the value faster by guiding them with clear navigation, relevant content, and a compelling visual experience.

The redesign goal wasn’t just to showcase features but to create a frictionless experience that immediately connects users with the value they’re looking for. Instead of overwhelming visitors with technical jargon or disjointed information, we focused on a streamlined structure that aligns with their goals and expectations.

This meant rethinking how content was presented, ensuring clear distinctions between software features and services, and designing a navigation system that makes discovering value effortless. Every decision was driven by user needs, helping them quickly understand the benefits and take action with confidence.

Stratiko website navigation menu open, displaying a list of platform features including marketing strategy, activity management, recommendations, customer lifecycles, persona profiles, and collaboration, with a highlighted section for signing up for a free strategist and a tutorial link.

01. Clear information architecture for seamless navigation

A well-structured website helps users quickly grasp value and take action. Partnering with an SEO specialist and copywriter, I reworked the information architecture to:

Surface key benefits early: ensuring users immediately see the product’s value.
Streamline navigation: reducing friction so users can find relevant content faster.
Leverage SEO insights: we analysed search behaviour to uncover audience pain points, ensuring the content directly addressed their real questions and needs.

02. Speaking the user’s language, not just the software’s

Overly technical messaging can alienate users who just want to know how a product fits into their workflow. After a deep-dive brand strategy workshop led by me and the Creative Director, I collaborated with the copywriter to reframe content around real-world applications and success stories. By shifting the focus from complex functionalities to practical outcomes, we made it easier for users to see the solution’s value at a glance—bridging the gap between technical depth and everyday usability.

Two people exchanging shopping bags in a retail store, with an overlay of a marketing dashboard interface; on the right, a list of Stratiko platform features such as visualizing marketing strategy, activity management, high-quality recommendations, and customer insights.

Stratiko service page section with the headline 'Gain Expert Insight to Propel Your Business Forward with Stratiko,' featuring a group of four professionals in a meeting around a laptop, with marketing analytics graphics overlaid

03. Clarifying the difference between features and services

The original website blurred the lines between software features and additional services, particularly in the pricing table, creating confusion about what users would actually get. We solved this by restructuring content, refining copy, and implementing a clearer visual hierarchy. By distinguishing between self-serve software capabilities and expert-led services, we reduced uncertainty, making it easier for users to make informed purchasing decisions.

04. Aligning visuals with market and audience expectations

A strong visual identity is crucial for credibility and engagement. We refined the website’s aesthetics to align with industry standards while maintaining a unique, approachable feel. Enhancements included improved contrast for accessibility, added micro-interactions to create a more engaging and dynamic experience, and a modernised interface that resonates with the target audience. These updates not only strengthened first impressions but also established a consistent foundation for the software’s visual identity.

Stratiko homepage hero section with the headline 'Your FREE Marketing Strategist,' showing three people collaborating on digital devices, with circular graphics and a marketing analytics card overlaid.

Retrospective

Bridging strategy and design to create clarity, value, and impact.

This project reinforced my belief that design is most powerful when deeply integrated with strategy. While I'm eager to see concrete performance data – user engagement, content clarity, bounce rate – the initial response has been overwhelmingly positive. My key learnings from this project include:

Navigating the industry without direct research
‍Without direct user research, a deep dive into industry trends, competitor strategies, and best practices was essential. This approach helped uncover key expectations and differentiation opportunities, ensuring the design decisions were well-informed and aligned with user needs.

Aligning stakeholders with different priorities
Collaborating with stakeholders from marketing, finance, and tech required balancing different priorities and expectations. By facilitating structured discussions and aligning everyone on a shared vision, I was able to drive consensus and ensure the new direction was both user-centric and business-aligned.

Teamwork makes the dreamwork
Seamless teamwork was a key factor in this project’s efficiency. Close collaboration with SEO specialists, copywriters, and developers allowed for an integrated approach, where insights from different disciplines shaped a stronger final product. This reinforced the power of cross-functional synergy in delivering impactful results.