TDA - Website Redesign

2021 • Web Design, Illustrations, Style Guide, B2B Marketplace

Context

TDA was a global B2B platform that helped businesses streamline the process of finding, hiring, and managing service providers for digital projects. As more features and service providers were added, the platform, originally built on WordPress, needed a rewrite.

Problem

The company's homepage had a high bounce rate, and the sales team reported that potential clients struggled to understand the product and its value. Additionally, as more content was added, the site's loading time kept increasing. At the same time, stakeholders wanted to create space to highlight an upcoming feature.

Solution

To improve loading times, I prioritized SVG illustrations over images. With the company regularly posting heavy content on its blog, this proved to be a smart decision.

Instead of using the hero section to feature service providers (PNGs of team members), this time we took a different approach, dedicating this space only to conveying the company's mission.
With the help of a copywriter, we transformed complex messaging into smaller, more natural, and less technical chunks, accompanied by custom-made illustrations.

With the initial style guide overloaded with unused styles and primitives, I assessed its adoption rate and introduced changes to simplify implementation, enhance consistency, and align it with current needs. I also expanded it to include an illustration style guide.

Reducing the number of available colors improved consistency across the platform and sped up implementation.
Due to the high demand for illustrations, I collaborated with the engineering team to develop a scalable system for creating custom illustrations quickly.

Last I checked, TDA had rebranded to Spona, shifting slightly from its initial business focus.