The goal was to make the web platform work as a scalable acquisition channel by improving conversion performance.
Product context
Devexperts builds enterprise platforms for capital markets (trading, risk, analytics) used by brokers, banks and exchanges.
Problem statement and desired outcome.
My role
I was part of the product team responsible for the growth and acquisition performance of our product pages on the web.
Interviews
With a UX researcher we ran about 8 hours of JTBD interviews (Sales, Marketing, product owners) to understand how institutional buyers evaluate a vendor before contacting Sales.
I saw two acquisition blockers:
The site had stagnated for years and stopped supporting Devexperts’ positioning.
Roles and jobs
I suggested 3 roles and designed for their main jobs.
Roles and their main jobs.
We planned roadmap and set acceptance criteria for MVP
To ship fast and learn from real data, I treated the redesign as a 3-phase product rollout.
First release phase.
Phase 1: expand the same patterns to the rest of product and solution pages, using templates.
Phase 2: experiments and localisation for priority markets, plus continuous content improvements.
Then I made a research and explored common patterns:
About page on first iteration, lately it was simplified to gain better performance, reducing heavy svg rendering.
Multi-product overview above the fold at homepage.
We reorganized the navigation around the company’s products and services and added a “Contact sales” link. A structured menu is a more convenient pattern for our range of offerings.
Contact page with detailed form submision.
The redesigned submission form uses fewer fields and a brief privacy note that reassures visitors about data handling. We used it for instant submit option. It opens by persistent CTA button.
Subtle micro-interactions replaced heavy animations and improved the Largest Contentful Paint (LCP) from 3.8 s to 2.4 s while keeping the interface responsive.
Default
Let’s connect
Hovered
Let’s connect
Decisions validation
I validated direction through stakeholder reviews, quick prototype walkthroughs, and performance checks.
Performance were tracked via GA4 dashboards and PostHog funnels.
Aligned early with Engineering:
Solutions that showed most performance impact.
1.
Multi-product above the fold
2.
Proof earlier in the journey
Awards and case study snippets build authority. Including testimonials aligns with research showing that case studies are rated as highly effective content by 53% of B2B marketers.
3.
Persistent CTA button.
Overall solutions pros et cons
Finalising design
I shipped in iterations and reviewed implementation on staging (design QA, notes, fixes, re-check, production).
Design system
To reduce inconsistency and future cost, I expanded the UI kit into a scalable system:
180+
reusable components
260+
30+
4
UI-kit builded anew.
Design‑to‑dev cycle time were cut by 40% and UI consistency led to fewer deviations in QA on staging.
Implementation
UI kit
Scaled for complex layouts: product pages, solutions, services, articles, news, forms, etc.
Results
What shipped:
Impact (4 months after release)
Demo request
12% to 26%
Qualified leads
+106
Bounce
−2.5%
Scroll depth
+4.9%
Tracked via GA4 dashboards and PostHog funnels.
Next steps
With the core pages live, we’re finalizing product sub-pages, planning A/B tests on CTA copy, and localizing for Germany, Turkey, Spain, and Georgia.
Aligning information architecture, messaging, and micro-interactions with user research continues to deliver measurable gains.
Collaborators
Art Director: Ilya Zherikov
Web Designer: Vitaly Gachkovsky
