Overview
Serket Technologies is an AI-driven agri-tech company on a mission to digitize livestock farming through computer vision. While the core product was advancing rapidly, the public-facing website had fallen behind—leaving potential customers confused and unengaged.
The original site lacked clarity around what the platform actually did. It used outdated language, visuals from a previous version of the product, and a structure that made it hard for visitors to understand how Serket could help them—let alone trust it enough to reach out or buy. My role was to lead a full redesign of the site to better communicate the product, the brand, and the value proposition.
Photo Gallery
Challenges & UX Pain Points
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Unclear Messaging: The original website failed to explain what the software actually did. Critical value points were buried or written in overly complex language.
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Outdated Product Imagery: Screenshots and visuals reflected an earlier version of the platform, creating a disconnect between what was shown and what users would experience.
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Inconsistent UI & Branding: Lack of visual consistency weakened credibility and made the user journey feel unstructured.
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Low Conversion Potential: Key CTAs were poorly placed or missing entirely, and users had no clear reason or motivation to reach out.
My Contributions
Content Strategy & Information Architecture
Collaborated closely with stakeholders to audit and deconstruct the old site. I identified gaps in content, removed redundant or unclear messaging, and restructured the sitemap to create a more logical and user-friendly flow. I rewrote headlines, CTAs, and body copy to clearly explain what the product does, why it matters, and how it's used in real-world settings.
Visual Identity & Design Refresh
Introduced a new, cohesive visual system that reflected Serket’s growth and technological innovation. I updated color usage, established visual consistency across all pages, and created a custom set of components to support scalability. The new design brought warmth, clarity, and professionalism to the brand’s digital presence.
Feature Storytelling & Product Representation
Replaced outdated screenshots with modern, high-resolution visuals of the actual platform. I designed new feature blocks, use case sections, and iconography that told a clear story of what the software does—aligning the website with current product capabilities and making it easier for users to connect value to visuals.
Responsive UX for All Users
Knowing the audience included users in rural or low-connectivity environments, I ensured mobile-first responsiveness with a focus on load speed, simplified interactions, and strong readability. I carefully refined type scales, padding, and tap targets to make the site fully usable across devices.
Figma Mockups & Developer Handoff
Created fully responsive desktop and mobile layouts in Figma, complete with annotated specs, spacing tokens, and component-level instructions. I worked asynchronously with the developer to ensure smooth handoff, answering implementation questions and reviewing builds for fidelity and consistency.
Strategic Page Flows for Conversion
Designed purposeful page flows that guide users from curiosity to conversion—whether requesting a demo, reaching out, or learning more about Serket’s mission. Each CTA was thoughtfully placed with supporting content to reinforce trust and action.
Brand Alignment Across Ecosystem
Ensured the redesigned site visually aligned with Serket’s updated platform UI and pitch materials, strengthening cohesion across the company’s digital and physical touchpoints.
Key Improvements
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Refined brand storytelling with clearer language and structured hierarchy
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Visuals updated to match the latest platform features and UI
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Fully redesigned pages for Homepage, Product Overview, About, and Contact
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Responsive layouts with improved loading time and SEO-ready structure
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Modular content blocks for future scalability and updates
Results & Impact
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Increased Product Understanding: Clearer visuals, feature explanations, and use cases made it easier for users to grasp the platform’s capabilities within seconds.
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Improved Trust and Credibility: A consistent, modern UI gave Serket a more professional presence and positioned the brand as a leader in AI-powered farming.
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Higher Engagement: Clearer calls-to-action and user flows increased the likelihood of demo requests and direct inquiries.
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Stronger Brand Alignment: The redesign now accurately reflects where Serket is as a company—not where it used to be.