PitchCave: Full-Stack Redesign & Platform Development
Objectives
A comprehensive overhaul of a service-based website, modernizing the visual identity and restructuring the user experience to serve a diverse audience of students, professionals, and corporate partners.
Design Goals
- Create a memorable and distinctive visual identity
- Communicate premium quality and artisanal values
- Develop a cohesive system that works across all touchpoints
- Emphasize sustainability and ethical sourcing
Problem
With three distinct target groups, young professionals, company representatives and speakers, the primary challenge was to create a unified experience that provided relevant, accessible information to each group without overwhelming the visitor.
Goals
Restructure information architecture
Create clear, intuitive pathways for three different user personas.
Modernize brand identity
Develop a fresh color palette and typography system that balances youthful energy with corporate professionalism.
Scale the Platform
Extend the site's footprint with new, high-conversion pages while improving the responsiveness and accessibility of existing layouts.
Process
Discovery & Requirements
The process began with deep-dive stakeholder interviews to extract business goals, and I conducted competitive benchmarking against modern industry leaders to identify best practices.
Information Architecture
To manage the complexity of the new pages and content, I first developed a comprehensive Information Architecture (IA) to understand the connections within the page and clearly communicate the structure.
To manage the complexity of the new pages and content, I first developed a comprehensive Information Architecture (IA) to understand the connections within the page and clearly communicate the structure.
Wireframes
The rebranding phase focused on creating a versatile, modern aesthetic. I curated a triadic color palette, performing rigorous WCAG contrast audits on the main color pairings to guarantee an inclusive experience.
Typography
For typography, I selected Frutiger and SF Pro Display for their high legibility and professional-yet-approachable feel. Throughout the build, I maintained an agile feedback loop with the client, ensuring every milestone was met with total alignment.
Prototyping
TEXT
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Testing
To validate the design, I conducted brief testing sessions with potential audiences, mostly with students and young professionals. The feedback was overwhelmingly positive, with 100% of participants rating the new design as "modern" and "premium". The visual identity successfully communicated the brand values, and the new information architecture made it easier for users to find relevant content.
Impact
Client Autonomy & Operational Efficiency
Developed a streamlined event management system within a custom CMS structure. This empowered the internal team to independently add and update events without requiring technical knowledge, reducing maintenance friction.
Technical Accessibility Excellence
Achieved a 95% Accessibility score via Lighthouse audits. By optimizing the site to the highest possible threshold within the platform's constraints, I ensured a more inclusive experience for users with diverse needs.
Modernized Brand Identity
Successfully pivoted the visual direction from an outdated aesthetic to a cohesive, contemporary digital presence. This shift was validated by 100% positive stakeholder feedback, confirming that the new look better resonates with the target student and corporate demographics.
Learnings
WIX website builder
Choosing Wix was a strategic decision based on the client's existing comfort level. This project allowed me to master a new site-builder's logic, expanding my technical versatility.
Documentation of process
Maintaining a "single source of truth" for research, ideation, and technical requirements kept the project on track and served as a vital reference point for both the client and myself. I now view documentation not as a task, but as a safeguard against scope creep and misalignment.
Accessibility aspects
This project served as a significant milestone in my professional evolution. While I had previously studied the theory of inclusive design, this was the first time I moved from simply knowing the guidelines to intentionally implementing them from day one. This involved the intentional application of accessible color contrast, screen-reader optimization with descriptive alt-text, or a logical content hierarchy among others.
Iterative feedback loop
Regular client check-ins taught me the value of progressive approval. By showing wireframes early and often, we avoided major revisions at the development stage, keeping the project within the original timeline and scope.