Wordbee
Wordbee was launching a major product update and the website needed to become the launchpad. We redesigned the web experience, built a WCAG-compliant design system, and created a new brand identity to unify it all. Designed to convert leads and retain clients.
My Role
UX/UI Designer
& Brand
Tools
Adobe Illustrator, Photoshop, Figma, FigJam, Notion
Timeline
2 months
Team
Paula Nieto
The opportunity
In 2026, Wordbee is launching a major update to its localization management platform, a significant product milestone. This launch became the strategic trigger for a parallel initiative: if the product was evolving, the brand and web presence needed to evolve alongside it, and become the launchpad to promote and ultimately sell the new editor.
The challenge
The existing website wasn't converting. CTAs were buried, messaging was generic across all audience segments, and the user journey was broken. At the same time, the brand identity was inconsistent - there was no design system and no coherent visual language to build a credible web presence on. The challenge was to redesign the web experience to drive conversions and build the brand system it needed to stand on.
1. DISCOVERY
Research and Audit
WEBSITE AUDIT
We started by auditing the existing website — mapping the user flow, evaluating CTA positioning, and analyzing how the site spoke to different audience segments.
Analyzed elements in web: I analyzed the homepage structure, category pages, industry-specific tone, CTA placement and copy, user flows, and product information hierarchy
BRAND AUDIT
In parallel, we audited the existing brand touchpoints to understand what was working and what needed to change.
Analyzed elements in brand: brand applied across existing assets, social media presence, Outlook signature and Newsletters. Internal team perception of the brand, logo evaluation, existing brand guidelines evaluation.
Website Insights
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The website has to serve 2 type of users: the business decision maker and the translator, direct users of the Wordbee editor.
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Users need a quick scan to understand what Wordbee does and why it is a winning purchase for their business
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The use of the same tone across the web confuses the user and fails in directing to CTAs
Painpoints
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A broken user journey
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Poor CTA positioning
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Weak information hierarchy
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One-size-fits-all messaging
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Lack of visual personality
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The brand didn't scale
2. WEB DESIGN & DESIGN SYSTEM
Wireframes
I explored five structural approaches for the homepage, testing different hierarchy models — product-led, outcome-led, and problem-led — before committing to a final layout that prioritized the single CTA path. Low and mid-fidelity wireframes allowed us to validate navigation and information hierarchy before investing in high-fidelity design.
Design System
The design system was built to ensure the brand scaled consistently across the web defining components, spacing, typography, and colour usage to give the team a solid, reusable foundation.
Accessibility & WCAG standards
The design system is built following the WCAG AA requirements of accessibility, using color lines and contrast verification cards.
High Fidelity
The final UI applied the design system across the full site — homepage, product pages, and four industry-specific landing pages. Each section adapts its tone and content to speak directly to its audience segment while maintaining a consistent visual language and a clear path to the primary CTA.
Main page
The main page is structured around two primary CTAs, 'Talk to Sales' and 'Get a Demo', each targeting a different stage of the buyer's journey. Both are repeated strategically: in the hero, in a mid-page section, and at the page close, so the user always has a clear next step regardless of where they are in the scroll. Industry-specific sections adapt in tone to speak directly to each audience segment, while supporting content and information pills reduce friction between browsing and converting.
3. BRAND IDENTITY
Branding
The web experience needed a visual identity that could carry across every page and component without losing coherence. We retained Wordbee's core green for brand continuity, refined it to a gentler tone that met WCAG contrast requirements, and paired it with a bold supporting palette to differentiate industry sections and UI states.
A modular illustration system was designed around the brand's geometric shapes and dotted connectors — scalable enough to work across the website, social media, campaign materials, and product documentation without requiring custom assets each time.
