WEBSITE REDESIGN · 2025

Chrysaliis Consultancy

Transforming Global Business Expansion Through User Centric Design.

Lead UI/UX Designer · Discovery to Handoff

Chrysaliis helps companies expand into complex global markets. The problem wasn’t capability. It was perception. Their website felt static, text-heavy, and theoretical. But their clients are CXOs making high-stakes decisions under time pressure. They don’t browse. They scan for proof. My role was to rebuild the site around that behavior.

INTEGRA MAGNA · 12 WEEKS · FIGMA

The Challenge

Navigation lacked hierarchy. Mobile wasn’t structured properly, even though 35% of traffic came from phones. There were no visible case studies, no measurable proof, and no strong primary action.

The old Chrysaliis website had information. It didn’t have clarity. The gap wasn’t visual polish. It was strategic structure.

For a consulting firm serving CXOs, that’s a credibility gap. Executives don’t browse. They scan for signals. The site wasn’t built for that behavior.

View Live Website

Discovery Phase

Different roles. Same expectation: reduce risk.

Across conversations, three patterns showed up:

Founder mindset “I need market entry in 90 days, not 9 months.” Speed > perfection. Legal friction kills momentum. Operations leaders “Show me you’ve handled supply chain chaos before.” They want execution stories, not frameworks. Marketing heads “Global brand, but locally relevant.” They care about nuance and cultural intelligence.

User Strategy

Credibility: Metrics. Case studies. Signals of scale. Relevance: Can they solve my exact problem? Action: Is it easy to initiate a conversation? The structure followed that sequence: Hero → Services → Proof → CTA

Navigation was reduced to remove decision friction. Case studies were moved higher to anchor trust early. The goal wasn’t more content. It was faster validation.

Chrysaliis works with high-level decision-makers. Executives don’t explore. They evaluate. The site needed to shift from about us to why trust us.

Trial and Errors

V1 → Too Much Structure

I tried a megamenu with categorized services. On desktop it looked organized. In testing, it overwhelmed users. 40% couldn’t quickly locate case studies. That told me hierarchy ≠ clarity.

V2 → Simplified, but Passive

Reduced navigation to 4 expandable cards. Improved hero readability on mobile. But the CTA lag created hesitation on mobile. Small delay. Big psychological drop.

V3 → Final Direction

Service cards reveal metrics on hover. Scroll-triggered data reinforces credibility without clutter. The final structure supports scanning, not browsing.

The Solution

I shifted the site from explaining services to demonstrating execution. Instead of long descriptions, the structure now supports how executives actually process information: scan → validate → decide.

Structured Narrative Flow

The homepage is organized around decision stages: • First 8 seconds → credibility • Next scroll → proof of execution • Then → service clarity • Finally → clear action

Mobile-First Responsiveness

Case studies and metrics were moved higher in the hierarchy. Instead of saying “we operate globally,”we show: • Market coverage • Execution timelines • Measurable outcomes

Modular Service Architecture

Services are presented as expandable cards.Why this works: • Keeps the page scannable • Avoids overwhelming first-time visitors • Allows depth only when requested

Proof-Led Design

Navigation was rebuilt with a clear hamburger structure and persistent CTA. The goal wasn’t just responsiveness. It was reducing friction on smaller screens where decision-makers still evaluate vendors.