Lingaro
2025/2026
Digital Presence
I redesigned key parts of a financial dashboard to improve transaction visibility, simplify navigation, and help users understand their finances faster during everyday workflows.
Overview
Redesigning a Content-Heavy B2B Website
Led the Lingaro website redesign managing a team of 3 product designers and 2 UX researchers. The project focused on repositioning the website as a strategic sales and brand platform, connecting refreshed visual direction with clearer user journeys, stronger lead generation, and a more scalable digital experience.
The Impact
The redesign focused on improving clarity across the company portfolio and making the website work harder as a sales and communication platform. By restructuring key journeys, simplifying access to relevant content, and introducing stronger conversion points, the new experience helped users understand Lingaro’s offer faster and move more naturally toward expert contact or deeper engagement.
Problem
Complex Offer, Unclear Journeys
Lingaro’s existing website did not fully reflect the company’s expertise in data, analytics, and AI. Content paths were too generic, and key audiences struggled to quickly find relevant services, proof points, experts, or conversion points.
01 - Weak hierarchy, 02 - Outdated branding, 03 - Workflow friction
Research
Mapping Audiences, Content, and Conversion
I led stakeholder workshops and guided the research team through the sales process, user needs, content structure, and conversion opportunities. I helped map the full customer journey, from awareness and lead generation to qualification, sales conversations, offer preparation, and post-sale care, translating research findings into clear design priorities for navigation, content pathways, expert access, and conversion points.
What I've learned
Through interviews and workflow analysis, I identified that the website needed to serve several very different audiences without feeling fragmented.
Decision-makers needed fast proof of value, technical stakeholders needed depth and credibility, while candidates, investors, and partners required clearer dedicated paths. We also saw that many conversion opportunities were buried or missing, so the site needed stronger guidance, more relevant content, and easier ways to reach the right expert.
Ideation
Exploring interface directions
A major part of the project was the stylescape phase, where we explored multiple visual directions for Lingaro’s new digital presence.
This phase became especially complex and collaborative after the client brought a newly acquired creative agency into the internal team.
I led alignment across designers, researchers, stakeholders, and the new agency group, helping translate broad brand ambitions into concrete digital design directions.
Exploring different concepts focused on hierarchy, transaction visibility, and clearer customers workflows.
Designs
Refining the dashboard experience
The final design direction focused on a modern, credible, and conversion-oriented experience. We developed UX flows, wireframes, UI concepts, and reusable design patterns for pages, forms, content modules, expert contact points, and lead-generation journeys, creating a foundation for a clearer and more scalable corporate website.
