Marketing Website Redesign (TenderScout)

Redesigned TenderScout’s marketing website with a data-informed approach, combining quantitative analytics and qualitative insights. Improved brand recognition and conversion.

Year: 2016-2017
Company: Tenderscout
Industry: B2B SaaS
Role: Head of Product & Design

Challenge

Tenderscout's marketing website failed to effectively communicate value proposition or convert visitors to trials. Poor brand presentation and unclear messaging impacted lead generation and market positioning. The site needed redesign balancing brand building with conversion optimization while establishing stronger market presence.

Approach

Data-Informed Design

Combined quantitative analytics with qualitative user research understanding visitor behavior and pain points
Analyzed conversion funnels identifying drop-off points and friction
Conducted competitive analysis benchmarking against market best practices

Brand & Conversion

Redesigned website improving brand presentation and message clarity
Optimized conversion paths reducing friction to trial signup
Created compelling content and visual design supporting brand building and lead generation

Impact Measurement

Established metrics tracking brand recognition and conversion improvements
Validated design through A/B testing key conversion elements
Measured business impact through lead quality and quantity metrics

Outcome

Award-winning: Contributed to Best Digital Startup and Grand Prix awards recognizing outstanding user experience and market presence.

Conversion improvement: Redesign improved lead generation and trial conversion metrics.

Brand recognition: Strengthened market presence through improved brand presentation and messaging.

Methods & Deliverables
Methods: Qualitative research, Quantitative research, A/B testing, Analytics, Competitive analysis
Deliverables: Redesign, Brand guidelines, Marketing site design

Tags: UX Design, Brand/Marketing, B2B SaaS, Award-winning, Startup, Ireland