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Pulsely
Research & strategy
UX UI Design
Prototyping
Webflow development
Accessibility & responsive design
Built to convince, not just to inform
About project
Pulsely is a diversity and inclusion analytics platform — data-heavy work that has to feel trustworthy to HR leaders and executives before they'll ever book a call. Their old site explained the product but didn't convert it. The redesign rebuilt the whole thing in Webflow: clearer story, calmer structure, and a site that carries the credibility the analytics deserve — accessible by design, since a platform about inclusion has to practise it.
How it came together
The work started with their brand, their audience, and the competitors they get compared to, so the design solved a positioning problem rather than a visual one. Interactive prototypes let stakeholders react to the real journey early and often, and each round tightened it. Design and build stayed in the same pair of hands from Figma through to Webflow, which kept the finished pages faithful to what was approved and quick to change when feedback arrived.
What I did
Researched, designed and built the site end to end — from prototypes and iteration with the Pulsely team through to full implementation in Webflow. Mobile-first layouts, optimised assets and accessibility guidelines built into the design, not bolted on afterwards, plus a scalable structure their team can extend as the platform grows. Since launch: conversion up from 0.23% to 0.60%, leads doubled from 22 to 44 — on 25% less traffic, meaning the site is now attracting the right visitors and persuading them.
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