Frictionless Flow

Project Description

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This ongoing freelance project focuses on transforming the digital presence of a B2B consulting business into a high-performing, user-centered platform. Taking on a full-cycle Digital Product Management role, I led the initiative from discovery through to delivery—combining UX strategy, conversion-focused content, copywriting (German, English) and hands-on CMS implementation.

The project began with a structured analysis of the existing website, including user journey mapping andheuristic evaluation. Based on these findings, I identified key opportunities to improve how users navigate, understand, and engage with the offering. I then translated these insights into redesigned user flows and wireframes in Figma, aligning business goals with user needs.

Beyond design, I took ownership of the technical implementation by rebuilding the website in WordPress, ensuring that the new experience was not only visually improved but also scalable, SEO-friendly, and easy for the client to manage independently. Throughout the process, I worked iteratively, continuously refining the experience to balance clarity, performance, and brand expression.

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Problem solved:

The project focused on unlocking the full potential of the existing website by enhancing clarity, structure, and overall user experience. While the foundation was already in place, there was an opportunity to better align the digital presence with the company’s value proposition and user expectations.

Key improvements centered around simplifying navigation, refining messaging, and creating a more intuitive flow that guides visitors naturally through the site. By strengthening the visual hierarchy and making core offerings more immediately understandable, the experience became more accessible and engaging. This approach supports users in quickly grasping the value of the services and taking the next step, whether that’s exploring further or initiating contact.

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Technologies used:

• Figma for UX/UI design and prototyping
• WordPress/Elementor for website rebuilding and CMS management
• SEO optimization techniques
• Conversion Rate Optimization (CRO) frameworks
• Trello for Project Management
• Responsive Web Development

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Outcome:

The redesigned platform delivers a more cohesive and user-friendly experience, with improved clarity, structure, and ease of navigation. Visitors are now guided through a more intentional journey, making it easier to understand the offering and engage with the business.

In addition to enhancing the user experience, the project established a scalable and maintainable foundation through WordPress, enabling the client to manage and evolve their content with ease. The improved structure and messaging strengthen the website’s role as a lead generation tool, while also better reflecting the professionalism and positioning of the brand.

Overall, the project showcases strong end-to-end ownership—from insight generation and UX strategy to design execution and technical delivery—demonstrating the ability to turn complex challenges into clear, effective digital solutions.

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