Ivan Danilov

UX/UI Designer

Redesigning the marketing website

Improving structure, clarity, and visual consistency to create a better user experience and increase conversions.

Website Redesign

UI Design

UX Structure

Problems

Unclear call-to-actions

Some important actions were designed as text links and placed in locations that were not easy to notice. Main CTA buttons were not visually strong enough, making it harder for users to move to the next step.

Inconsistent content structure

Content containers had different widths across the website, which made the interface feel inconsistent. This made content harder to scan and reduced the overall user experience.

Outdated and inconsistent UI components

Different UI elements used different styles and rules. For example, similar buttons could have different border radius values, spacing, or states. This reduced visual consistency and made the website harder to maintain.

Unbalanced color system

Main CTA buttons were not noticeable enough. Warm gray colors did not work well with the main blue brand color, while the blue itself looked too muted. This weakened the visual hierarchy and made important elements less visible.

Goal

Improve the overall website experience, bring the interface in line with modern web design trends, improve navigation, and fix existing usability issues.

Solution

Updated the website visual system, standardized components, improved navigation and content structure to create a more comfortable and modern user experience.

Creating a new color palette

Improved the website color palette by creating additional shades based on the brand blue color and replacing the warm gray palette with a cooler one. This helped create a more harmonious color combination and improved visual consistency across the interface.

HEX

F5F5F5

RGB

245, 245, 245

HEX

A6A6A6

RGB

166, 166, 166

HEX

474747

RGB

71, 71, 71

HEX

499CEE

RGB

73, 156, 238

HEX

16294F

RGB

22, 41, 79

HEX

F8FAFC

RGB

248, 250, 252

HEX

CBD5E1

RGB

203, 213, 225

HEX

465573

RGB

70, 85, 115

HEX

2563EB

RGB

37, 99, 235

HEX

1E3A8A

RGB

30, 58, 138

Creating color usage rules

Defined rules for using colors across different interface elements. Lighter shades were used for backgrounds, medium shades for borders and secondary elements, while primary brand colors were used for interactive elements and accent states.

Introducing a sizing system

Created consistent sizing rules for typography, components, and layout structures to make the interface more consistent, easier to scale, and faster to build using reusable elements.

Creating and improving components

Redesigned existing components and created new ones to make the interface more user-friendly, consistent, and scalable.

Examples of improvements

The homepage, program search page, and program details page show the main interface improvements made during the redesign.

Other internal pages

Below are examples of other pages updated during the redesign, including university search, blog pages, and article detail pages. All of them were adapted to the new visual system.

Results

As a result of the redesign, the website received a more modern and consistent visual style. Basic rules for colors, sizing, components, and iconography were introduced, making the interface more predictable and visually consistent.

The reusable components made future website development easier. New pages could be built faster while keeping the same visual language and maintaining a modern loo

25+

Pages redesigned

30+

New and updated components created

Unified design system introduced

4 years

Approaches and components are still being used today

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