Lightup.ai
Reimagining Lightup.ai’s marketing website to visually tell the story of a complex product and support go-to-market clarity through content structure and storytelling.
After several months of product UX work, I was asked to redesign the Lightup.ai marketing website to align with the new product experience and support the company’s next phase of growth. The existing site no longer reflected the sophistication of the product or the direction the company was heading.
Lightup.ai was evolving from an early-stage startup into a more mature organization and needed its website to signal that shift. The goal was to better communicate value propositions, present the product more visually, and organize complex ideas into a clearer, more digestible narrative that supported repositioning in the market.
Content Strategy
UX Strategy
UX & UI Design
Design System & Interaction Patterns
Scope
Role & Ownership
I served as the lead and sole designer for the Lightup.ai marketing website, responsible for defining the creative direction and executing the work end to end. I set the vision for how the site could evolve to reflect a more mature, modern product and company.
This included iterating on visual style and color direction, evolving the brand’s look and feel, and designing all pages, illustrations, and responsive layouts. I worked directly with the CEO and VP of Product to align on positioning, messaging, and how the product story should be presented visually.
The Real Problem
The existing website no longer reflected the direction of the company or the new product experience that had just been designed. It failed to showcase the evolving brand, recent design work, or the sophistication of the platform, making the company feel less mature than it actually was.
The site also lacked a clear information architecture and content strategy. Pages were not organized around how a modern SaaS company presents its value, leaving users without a clear understanding of what Lightup.ai did, why it mattered, or how the product fit into their workflow.
What Changed / Outcome
The redesigned website presented Lightup.ai as a more mature, credible SaaS company, aligning its external presence with the sophistication of the product itself. The new visual direction and clearer storytelling helped establish trust with prospective customers and partners.
The site made the product easier to understand by leading with visuals and structured narrative rather than dense explanation. As a result, visitors could quickly grasp what Lightup.ai did, how it worked, and why it was valuable, supporting the company’s repositioning and go-to-market efforts.
