Website Strategy

PROJECT: Website Redesign & Conversion Optimization
ROLE: Creative Director & Project Manager
RESULT: +13% conversion rate, reduced bounce rate, improved UX and brand alignment

Overview

Post-rebrand, Centrical’s website no longer reflected the ambition of the brand or the expectations of its audience. The experience felt fragmented: visually inconsistent, structurally unclear, and lacking a cohesive narrative.

More critically, it wasn’t converting.

What should have been a primary growth engine was instead creating friction. Confusing navigation, disconnected pages, and messaging that failed to guide users toward action was used as an opportunity to rethink the website not just as a visual layer, but as a strategic product.

The Challenge

This was not a blank-slate redesign. The site lived on WordPress, limiting flexibility and making a full platform migration unrealistic given timelines and resources.

We also lacked dedicated UX/UI expertise in-house, requiring a hybrid model of external agency support paired with internal creative direction. Managing that balance and maintained quality and consistency was critical.

At the same time, leadership scrutiny was high. Every change to structure, messaging, or design needed to be justified through impact.

The Approach

I reframed the project from a redesign into a conversion-focused experience strategy.

Designing with intent:
Established a more cohesive visual system that extended the rebrand into digital. Clean, consistent, and purposeful, ensuring the UI supported the story rather than competing with it.
Hybrid execution model:
Led and directed an external agency while integrating our in-house team at key moments, both to maximize resources and elevate internal capabilities. This ensured the work felt owned, not outsourced.
Benchmarking, not copying:
Audited aspirational brands to understand best-in-class patterns, then translated those insights into something distinctly Centrical, avoiding trend-chasing in favor of strategic differentiation.
Engagement through motion and interaction:
Integrated video and interactive elements to better communicate the product, reduce cognitive load, and create a more dynamic experience.

The Outcome

+13% increase in homepage conversions following the initial release
Reduced bounce rate and increased time on site, signaling stronger engagement and clearer user journeys
Improved product comprehension through interactive storytelling and motion-led design
Stronger brand perception, with consistent positive feedback from both internal stakeholders and external audiences