Chexology Website Redesign

Web Design


About the project

UX Designer

Project Duration
5 Months

Me, CEO, Marketing Lead, Product Manager

Figma, Asana

Chexology Then vs Now

Recognizing The Problem

Why Redesign The Website?

When I first reviewed our Chexology website, I saw a gap between the innovative services we offered and the way we presented them online. Our users needed a website that was just as straightforward and simple as our physical product solutions. I didn’t want to rely solely on my own experience; I wanted our design to be data-driven and user-informed.

Metric-Driven Redesign

Our main focus in the redesign was that both the user and business needs were met and kept this idea at the forefront of the design. Our team wanted a site that not only looked beautiful but also created a positive impact on the following metrics:

  • Search impressions
  • Website visitors
  • Sales qualified leads (inbound)
  • Closed clients from website
  • Annual Recurring Revenue

Leveraging User Research

For the Chexology project, I utilized the extensive research provided to develop Ideal Customer Profiles (ICPs) that accurately reflected our users' needs. These ICPs served as practical blueprints in the design process, ensuring that each feature and interaction was purposeful and user-centric. My focus was on creating a user experience that was not only intuitive but also efficient, addressing real-world challenges with practical solutions.

Key Insights

After review the ICP's, I found the following insights

  • Emphasis on Efficiency: Users value fast processes that enhance productivity and reduce waiting times, impacting overall satisfaction for both employees and customers.
  • Technological Integration: There's a clear preference for modern, tech-forward solutions that align with digital trends and offer a more intuitive, paperless experience.
  • Security and Reliability: Maintaining the safety and security of items and ensuring an organized system to reduce the risk of loss or error is a significant concern across the board.
  • User and Customer Experience: A seamless, enjoyable experience for both staff and customers is crucial, with a focus on improving service quality and the work environment.

Finding Possible Solutions

In my redesign of the Chexology platform, I addressed specific user needs by:

  • Creating dedicated segmented pages for each user type that focus on providing personalized information.
  • Curating content and messages that were finely tuned to their distinct roles and challenges.
  • Adding diverse educational materials, making it easier for users to learn about our offerings.
  • Strategically increasing the number of calls to action across the platform to offer clear pathways to discover more ways to connect with us or take immediate steps to use our service.
Design Approach

Outline ➡️ Inspiration ➡️ Wireframes ➡️ High-Fidelity Designs

The design approach taken was a low to high fidelity strategy. We created a written outline to establish a baseline understanding and ensure that everyone involved was in agreement from the start. Approval at each stage was key towards pushing the project forward. I kept an open line of communication with project owners to ensure we were all on the same page and avoid building a site that did not meet requirements.

Results of Our Redesign

The redesign at Chexology is considered a success; we achieved our initial goals by significantly improving the key metrics we set out to enhance at the start of the redesign process. Below is a graphic outlining our results.

Thanks For Reading!

Our site is live and we are constantly iterating to create a better experience for our users. You can see it in action at