Overview
Info
Company: Eskuad field data platform
Platform: Web
Team: Head of design, Graphic designer, Social media designer/ web designer
Result: Increased engagement, improved page depth and scroll behavior, and clearer messaging across all key pages.
My role
Head of design, UX designer, Copywriter
As Head of Design, I led the end-to-end strategy, structure, and content design of our website. I collaborated closely with a small team to audit the site’s usability, refine the information architecture, rewrite key pages, and continuously optimize based on user behavior. I also designed and executed A/B tests and structured our content strategy around measurable outcomes.
Project Summary
Strategy
Keep it simple. Our goal wasn’t a full rebrand—it was a smart, efficient redesign.
Make our messaging clearer and more targeted
Reduce cognitive load by editing and restructuring top-level content
Match real user needs with site structure and copy
Optimize content based on actual behavior (not guesses)
Process
Evaluate & Optimize
Evaluate
With no external budget, I began with a heuristic evaluation, and overall audit of the existing site to identify best practices that were not being observed and find some quick wins to bring the team together and encourage us to dive deeper.
The top-level findings:
Too much information, too early
Much of the homepage and top-level pages were bloated with raw SEO copy. It helped get traffic, but overwhelmed users.
Confusing IA and naming conventions
Pages labeled “Solutions” referred to pricing tiers, while actual product capabilities were buried.
Inconsistent UI and visual style
Mismatched button styles, visual patterns, and unclear CTA hierarchy disrupted the user experience.
Optimize
With those insights, I developed a new site map and content framework that addressed core gaps in storytelling. We needed to clearly explain
What Eskuad is
Who it’s for
How it works
What problems it solves
I rewrote key pages and designed low-fidelity layouts in Figma, then built the new flows in Hubspot.
A/B testing and iteration
The homepage was our first target. I ran an A/B test between the original longform copy and a newly abbreviated version focused on clarity and quick scanning.
Our new shorter version outperformed the original
Increased time on page
Higher scroll depth
More pages visited per session
A
B
Measure & Expand
We introduced Microsoft Clarity, Google Analytics, and Hubspot CTA performance to monitor top content. Based on data, we decided focused on improving some key metrics
Metrics to improve:
1.5
Pages per visit
1 minute
Average time per visit
34%
Average Scroll depth
Concentrating on our highest value segments
Organic search users
Chrome & Desktop users
These insights guided how we structured new landing pages and menus.
Targeted content strategy
We created new pages from in 2 categories—Use Cases and Industries—to meet visitors where they are and clearly connect their needs to our value.
Use Case Pages:
Operations
Maintenance
Health & Safety
Warehousing
Industry Pages (Designed & in Development):
Maritime
Port Operations
Forestry
Oil & Gas
Construction
Environmental Services
Each page was written using a consistent structure:
Why this tool matters for you.
How it works in your context.
What you get (key features and results).
Outcomes
Improved numbers
As of now, we’ve launched the Use Case pages and seen improvements across all our target metrics site-wide.
Improved numbers:
2.7
Pages per visit
2 minutes
Average time per visit
40.3%
Average Scroll depth
Next steps and reflection
Next Steps
Launch and track performance of Industry pages
Continue optimizing based on scroll maps and page-level engagement
Create campaign-specific landing pages with tighter alignment to ads and search terms
Reflection
This project reminded me how impactful small, targeted improvements can be—especially in a startup context. With limited resources, we used real user behavior to guide our efforts and make measurable improvements. And we didn’t just clean up—we reshaped how the site connects to our users’ real problems and goals.