Role
Web Designer
Timeline
2022
Tools
Figma, Webflow
Key Story
Research & Strategy
The redesign began with a discovery phase focused on clarifying PaperLift’s brand, purpose, and user expectations.
Stakeholder & User Research
Stakeholder interviews to understand the business model and pain points
A full audit of the existing website
Market and competitor analysis to identify industry standards and differentiation opportunities
User interviews and task-based usability testing to assess clarity, trust, and ease of use
Key Insights
Users wanted immediate clarity on services and pricing
Trust signals—editor qualifications, testimonials, confidentiality assurances—were essential
The single-page layout limited content structure and user understanding
The humanitarian mission was meaningful but under-communicated
Strategic Focus
Establish a multi-page structure with clear information architecture
Strengthen brand trust through transparency and storytelling
Introduce a visual identity that feels warm, clear, and credible
Improve usability through consistent layout, stronger hierarchy, and clearer CTAs
Process
Discovery & Planning
Planned the site structure, page structure, and visual identity. Organized the full project workflow in Notion to streamline milestones and feedback.
Wireframing
Developed low-fidelity wireframes to restructure the experience, followed by high-fidelity prototypes incorporating a refined visual system.
Visual Design
Because PaperLift did not have an existing brand identity—and did not require a fully comprehensive one due to the website being their primary brand expression—I developed a simple, uplifting logo and a streamlined design system, featuring:
Modern, clean typography
A warm, approachable color palette
Custom icons for services and features
Updated imagery aligned with editing and writing contexts
Webflow Development
Built the full site in Webflow with responsive layouts, optimized performance, and scalable components.
Final Outcome
The redesigned PaperLift website presents a clearer, more trustworthy brand—balancing professionalism with warmth. The multi-page structure, transparent pricing, and refined content hierarchy make it easier for users to understand the service, feel confident in quality, and take action.
Deliverables
Full Webflow website (responsive + optimized)
Logo design and visual identity refresh
Custom icons and supporting illustrations
Revised content structure and storytelling framework
Updated information architecture and user flows
High-fidelity prototypes and annotated wireframes