N E W 1 5 0 B I R D S W E B S I T E
A redesigned website that clarifies a marketing startup’s service offerings
Increased client acquisition by 40% and website traffic by 26%
A B O U T 1 5 0 B I R D S & T H E W E B S I T E
150birds is a B2B marketing startup that brings together expert freelancers across different marketing disciplines to deliver holistic solutions tailored to the needs of small businesses, startups, and companies worldwide.
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When conducting usability testing on the company website, findings revealed that potential clients were unclear about 150birds’ value proposition. This led to a website redesign that focused on clarifying the company’s offerings, increasing client acquisition and engagment.
T H E P R O B L E M
When interning for 150birds, the CEO expressed concerns about​​ not getting as many client leads as expected.
T H E S O L U T I O N
Since the company website served as the primary channel for clients to subscribe to services,
the CEO suggested
a website redesign.
T H E 1 5 0 B I R D S P R O C E S S
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Prospective clients visit the website and explore company services
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They create an account and choose a marketing plan
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150birds assembles a team of marketing freelancers to provide the services.
U S E R P A I N P O I N T S
To find where to start with the website redesign, I worked with the CEO to gather user feedback from usability testing and user surveys from our advisors since we were an early stage startup with limited clients. This user research revealed that the service offerings page was disorganized causing
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user confusion around company offerings.
D E S I G N S O L U T I O N , S T R A T E G Y , A N D E X E C U T I O N
Since all website changes had to be completed within a week, due to the end of my contract, we decided to
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primarily create a new service offerings page to communicate company services
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and accomplish the business objective of increasing client leads. This involved
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adding visuals and organizing the information architecture on the service offerings page to improve clarity.
T H E S E R V I C E D E L I V E R Y P R O C E S S
To explain how 150birds provided its services, I created an infographic illustrating the end-to-end client experience.
S U B S C R I P T I O N P L A N S
I also created visual elements to explain the types of subscriptions 150birds provided.
C H A N N E L S P E C I A L I S T S & S O L U T I O N S
A few other elements I created for the service offerings page was an organized list of 150birds’ marketing freelancer specialties (channel specialists) and marketing solutions that the company provides.
In addition to redesign the service offering page,
I added new features like a carousel of client executive reviews and case studies of impactful projects to build client trust.
C L I E N T E X E C U T I V E R E V I E W S
C A S E S T U D I E S
Lastly, as shown in the carousels above, I refined the design system to enhance credibility and consistency by changing the call-to-action buttons from pink to blue, informed by color psychology research associating blue with trust and reliability.
R E S U L T S
After implementing the designs, we saw a rise in client engagement over the next month.
40%
in clients
26%
in website traffic
L E S S O N S L E A R N E D
The outcomes of this project not only demonstrated success but also revealed insights that shaped my design approach moving forward.
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For example, I learned the importance of identifying the minimum viable product to maximize impact.
When faced with a large, ambiguous task from leadership, it’s crucial to investigate and pinpoint the underlying goal, allowing the project to be divided into manageable pieces and delivered with higher quality.
I also discovered the value of internal testing when the user base is limited
which helps minimize bugs and errors before a broader rollout and ultimately improves customer adoption.
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Overall, this project showed that breaking down complexity and testing early can turn ambiguous challenges into meaningful results.
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