Properate Website Redesign
Transforming a fragmented product into a guided decision-making experience
Lead UI/UX Designer
UX Strategy, UI Design, Design System
9 months
Context
Properate is a platform that helps homeowners, professionals, and governments plan and execute home energy upgrades.
As the product evolved into a multi-audience platform, the website failed to reflect its complexity, value, and user journeys.
Instead of guiding decisions, the experience presented fragmented tools and disconnected information.
The problem
The core issue was not only visual design, it was a mismatch between the product complexity and how it was communicated.
Unclear value proposition
Users could not quickly understand what Properate offers, who it is for, or how to get started.
Fragmented user journeys
Different audiences (homeowners, professionals, governments) were mixed together, with no clear entry points or guided paths.
Cognitive overload
Dense content and competing elements made it difficult for users to prioritize actions.
Navigation misaligned with user needs
Information was structured around internal categories rather than real user goals.
Lack of system consistency
Inconsistent visual and interaction patterns reduced clarity and trust.
Weak conversion hierarchy
Multiple competing CTAs diluted the primary action and created friction in decision-making.
Overall, the experience lacked clarity, structure, and a clear path to action.
Why this matters
Energy retrofit is not a simple task. It involves cost, policy, technical constraints, and long-term impact.
Without clarity, users delay decisions or abandon the process entirely.
The website needed to reduce uncertainty and build confidence.
Reframing the problem
While the initial issues appeared to be visual and structural, the deeper problem was a mismatch between how the product was organized and how users make decisions.
Instead of treating this as a website redesign, I reframed it as:
A decision-making experience problem
A multi-audience clarity problem
A navigation model misalignment problem
The goal shifted from improving pages to guiding users toward action.
Information architecture transformation
The navigation evolved from a single, content-based structure into a multi-dimensional system:
Audience-based entry points (Homeowners, Professionals, Governments)
Product-based entry point (Stride)
Content-based entry point (Resources)
This allows users to enter the platform based on their intent, not just their role.
Before:
Organization-centric structure
After:
Goal-driven entry points
Key design decisions
Introduced audience-based entry points
Mixed audiences · unclear starting points · role confusion
Help users quickly identify where to start
Established a clear primary action per entry
Competing CTAs · low trust · decision friction
Reduced competing CTAs and improved focus
Designed guided flows for task completion
Fragmented information · complex eligibility · disconnected steps
Shifted from browsing to action-oriented journeys
Designing the entry experience
Shifting the homepage from content exploration to guided decision-making.
Multiple entry points created uncertainty around where users should begin.
Dense text blocks and disconnected visuals increased cognitive load and weakened content hierarchy.
Content prioritized exploration over action, introducing information that did not support users’ primary goals or next steps.
From browsing → guided action
The redesign shifted the experience from information browsing toward guided decision-making and action.
Building a scalable design foundation
To support a growing multi-product platform, I created a reusable design library in Figma that standardized components, typography, colors, icons, and interaction patterns across the website.
Final experience
The redesign transformed Properate from a collection of disconnected pages into a cohesive, scalable experience that guides different audiences toward meaningful action
Key takeaways
This project reinforced that successful website redesigns go beyond visual polish. Clear information architecture, scalable systems, and intentional navigation are what enable users to understand products and make confident decisions.
Information architecture drives product understanding.
A website's structure shapes how users understand a product. Organizing navigation around user goals rather than internal business categories made the platform easier to navigate and easier to explain.
Clarity begins with structure
Scalable systems reduce future design effort.
Building a reusable design library established a consistent foundation for future pages, accelerated iteration, and simplified collaboration across design and development.
Design once, scale everywhere
Navigation is a product decision, not a visual one.
The biggest improvement came from redefining entry points and user journeys rather than redesigning the interface. Clear navigation reduced decision friction and better connected users with relevant products and services.
Guide users, don't overwhelm them
If I had more time…
While the redesign established a strong foundation for Properate, there are several areas I would continue to explore to further validate and evolve the experience.
Validate the information architecture
Conduct usability testing and tree testing to evaluate whether the new audience-based navigation helps users find information faster and complete key tasks with greater confidence.
Measure post-launch performance
Analyze analytics data such as navigation flows, engagement, and conversion rates to understand how users interact with the redesigned experience and identify opportunities for further optimization.