The Challenge

The existing website was beginning to feel visually dated and lacked clear ways to demonstrate how the software worked. The challenge was not simply redesigning the website, but creating a more engaging way to communicate the product’s value.

The new website needed to:

• Feel modern and professional
• Better reflect the quality of the product and explain features visually
• Improve consistency across the marketing

Visual Design

A major focus of the project was refreshing the visual language of the website. I redesigned key sections of the user experience to create a cleaner, more contemporary look while maintaining the approachable personality of the Alitu brand.

This included:

• Refined typography and spacing
• Improved visual hierarchy
• More consistent layouts
• Better mobile experiences

The result was a website that felt more polished, trustworthy and aligned with the maturity of the product.

Before:

After:

Information Architecture and UX

Before moving into visual design, I created wireframes to explore page layouts, content hierarchy and help me arrive at a set of reusable components I would create. Wireframes were used to align with the marketing team throughout and ensure the right features of the product were communicated.

I later conducted lightweight user testing via UserBrain.com to evaluate how easily visitors could understand key product benefits and find relevant information. The findings informed several refinements to the website in order to help create a clearer and more intuitive experience.

Custom Illustrations

To help differentiate Alitu from competitors, I created a library of custom graphics and icons used throughout the website — they helped communicate product concepts while reinforcing a consistent visual identity.

The illustration system was designed to:

• Simplify complex concepts and support product storytelling
• Improve visual consistency
• Reduce reliance on generic stock imagery

Motion Design

Many of Alitu’s key benefits, such as automated editing and streamlined podcast production, are difficult to communicate effectively through written content alone.

To address this, I created a series of animated product demos. I used Jitter, a new online animation tool, to deliver animations within a few days. Animations were added to Webflow website using Lottie files.

The animations were incredibly performant and quick to load, thanks to using modern web animation techniques instead of heavy videos.

These animations allowed visitors to quickly understand:

• How the platform works
• How quickly podcasts can be produced
• Powerful simplicity of the workflow

Rather than telling users what the product could do, the animations showed the process visually, reducing friction and helping visitors understand the product in seconds.

Building in Webflow

I was responsible for implementing the designs within Webflow and establishing reusable structures that supported future growth.

This included:

• Building responsive page layouts
• Implementing custom interactions and animations
• Creating reusable components and maintaining visual consistency

Feature in Apple’s WWDC 2025

The website played an important role in communicating the value of Alitu—the platform continued to gain recognition within the podcasting industry and was featured during Apple’s Worldwide Developers Conference (WWDC):

Results

The project delivered a more modern and engaging marketing experience that better communicated the value of the Alitu platform.

Key outcomes included:

• Complete visual refresh of the marketing website
• Creation of a custom illustration and icon library, supporting stronger communication of product benefits
• Development of motion graphics that explained key features
• Scalable Webflow implementation
• Improved mobile and responsive experiences

Most importantly, the website became a more effective storytelling tool, helping visitors understand the product quickly through a combination of design, illustration and motion.

Get in touch

I hope you enjoyed this case study and revisiting this chapter with me. If you like what you see here and want to get in touch, I’d love to hear from you.