Revamping JODOO’s Global Website

I led the end-to-end redesign of JODOO’s international website, aligning our brand and web experience with a new go-to-market strategy.

This project wasn’t only about aesthetics — it was a strategic shift that redefined how we communicated product value, generated qualified leads, and operated across regions.

1️⃣ Why We Needed a Redesign

When I first took over the website, it reflected an earlier product-led growth (PLG) mindset:

a self-serve experience focused on free sign-ups and product exploration.

However, as JODOO’s business evolved toward solution-led growth (SLG) — serving more enterprise clients and regional partners — the website also had to evolve:

from a lightweight entry point to a strategic sales enablement and brand credibility asset.

Our goals were clear:

• Sharpen our messaging and visual identity
• Improve engagement and lead quality
• Support multilingual markets and resellers
• Accelerate content iteration without over-burdening developers

2️⃣ Building a “Premium Minimalist” Visual System

We benchmarked top SaaS websites and created a Neubrutalism-inspired design — bold yet restrained, confident yet minimal.

Animations were kept purposeful, focusing on clarity and credibility rather than visual noise.

The result was a new design language that combined premium feel with strong usability, now serving as the foundation for future brand materials.

3️⃣ Messaging and Content Architecture

We rebuilt the site around problem-solution storytelling instead of feature lists.

• Homepage: shifted from generic introductions to customer-driven pain points and Fortune 500 client proof.
• Pricing Page: redesigned with clearer value propositions and an easier-to-scan comparison table.
• Template Centre: improved visibility, filter accessibility, and guided browsing by use case.

Impact:

Average interaction time ↑ 489.5%

Bounce rate ↓ 44.7%

Pricing page interaction ↑ 216.2%

4️⃣ Smarter Multilingual Experience

To serve our growing overseas audience, we built a smart multilingual display system:

• Detects language via browser settings, platform preferences, or cookies
• Delivers a consistent, localised experience across sessions

We also designed a multilingual Template Centre, automatically showing templates in the visitor’s preferred language — a small change that lifted registration rate by 2.4% and helped resellers present the product in their markets.

5️⃣ Data-Driven Content Prioritisation

Instead of guessing what to highlight, we analysed 149 active customer apps and conducted interviews to map 10+ high-frequency business scenarios — from attendance tracking to equipment inspection.

These insights informed which solution pages to build first, ensuring relevance to our core markets.

6️⃣ Rethinking the Conversion Funnel

The old website offered instant registration, which led to many unqualified sign-ups.

We redesigned the flow around “Book a Demo” — turning curiosity into qualified intent.

• Created a new demo-request page and needs-assessment form
• Integrated HubSpot CRM and Cal.com for automated scheduling and follow-up

Results:

20.4% form-fill rate, 39.4% demo-booking completion rate

Significantly higher lead quality and smoother handover to sales.

7️⃣ Hybrid Development for Speed and Flexibility

To balance agility with control, we adopted a hybrid approach:

• WordPress / Framer for content-heavy pages (blog, partner, solutions)
• Custom React stack for interaction-heavy or dynamic modules

This structure reduced development cycles from 4 weeks to 2 weeks and empowered non-technical teams to update content autonomously.

8️⃣ What I Learned

This project reminded me that a website is never just a design exercise — it’s a living product.

By combining product thinking, content strategy, and growth analytics, we turned a marketing site into an operational engine that directly supported global expansion.

It also taught me that good design is as much about process design as it is about pixels:

building collaboration systems, data pipelines, and content workflows that scale with the business.

📈 Outcome in Numbers

✍️ Closing Thought

The JODOO Website Revamp was more than a facelift — it was the bridge between product, marketing, and sales.

By blending design discipline with business pragmatism, we built a system that speaks clearly to users and scales effortlessly with growth.