WittyAnt is a tech consulting firm offering AI, ERP, and enterprise solutions. Their old website lacked structure, brand consistency, and user flow. I redesigned the platform end-to-end to make it usable, scalable, and visually aligned with modern B2B tech standards.&nbsp;

&nbsp;The original site had major friction points:

No page state visibility or CTA structure

As a result, it didn’t communicate trust or professionalism — two key factors for their B2B audience.&nbsp;&nbsp;

I interviewed 4 stakeholders and ran surveys with 10+ users.

80% of users said the site felt “confusing and overwhelming”

65% couldn’t understand the company’s services within 10 seconds

100% felt the Careers page lacked clarity or emotional pull&nbsp;&nbsp;

Introduced card-based layout to reduce text overload

Improved contrast and fixed basic alignment issues

Carousel elements moved too quickly for users to read

Reorganized content into modular sections with better pacing

Replaced carousel with static scrollable cards for more control

Improved visual rhythm using consistent spacing and typography

Unified CTA structure and improved hover states

Cleaned up Careers and Services pages for better focus

Applied feedback from heuristic audit and informal testing&nbsp;&nbsp;

Reduced landing page length by ~30%, improving readability and focus

Improved navigation clarity, resulting in better user flow and reduced friction

Strengthened brand consistency across pages with unified visuals and tone

Created a scalable design system that supports content growth and user trust&nbsp;&nbsp;

This project helped me refine my heuristic-based audit process and scale my design systems across multiple enterprise pages. It reinforced how visual clarity can directly drive business conversion.

A clean, scalable redesign for enterprise clients and job seekers to explore WittyAnt’s services, trust its brand, and take action without confusion.

Redesigning WittyAnt: Simplifying Enterprise UX for Smart Decision-Makers

Haroon Akhtar is a genre-blending musician known for fusing Hindustani classical with contemporary sounds. As a rising independent artist, he needed a digital platform that could reflect his artistic identity, showcase his work, and open doors to future collaborations and bookings. With no existing web presence, I led the entire design process from scratch — including branding, layout, typography, color system, and user experience flow.

The main challenge was to design a site that felt both deeply personal and professionally polished. Since Haroon didn’t have an existing site, I had to define the tone, structure, and voice of the platform entirely from the ground up. This meant building not just a website, but a digital identity- one that would engage casual listeners while giving curators, event managers, and collaborators the information they needed to take Haroon seriously.

There was also a need to keep the site emotionally resonant, yet functionally lean and intuitive- especially on mobile, where much of his traffic was expected to come from.

I conducted informal interviews and mini-surveys with Haroon's followers, collaborators, and a few booking agents to understand how people engaged with artist websites and what they looked for.

These insights helped me prioritize sections like the artist story, music embeds, a clean bio, and an easy-to-spot contact form — all while staying visually expressive.

Since I was designing this from scratch, I proactively applied Nielsen’s Heuristics during design decisions:

Version 1: Focused heavily on visuals and creative elements like quotes and fullscreen images. It looked beautiful but lacked clear structure for CTAs or bookings.

Version 2: Added defined content blocks — Artist Bio, Music, Journey, Gallery, and Contact — with stronger layout guidance and responsive scaling.

Version 3: Tested on mobile and optimized the hierarchy. Also added a fixed footer with social links. CTAs took the user to the contact form which was changed to WhatApp messaging.

Final Refinement: Adjusted typography sizes, introduced scroll triggers for subtle animations, and polished the color scheme to balance emotion with usability.

Each version pushed the site closer to being not just beautiful, but also functional, fast, and emotionally intelligent.

Haroon now has a professional identity aligned with his evolving career

I learned how to turn an artist’s story into a cohesive, usable digital experience

Balancing emotional depth with practical clarity is what brings real impact

Designing from scratch taught me how to think holistically- from branding to usability, visuals to interaction

Built a responsive, emotionally engaging site for Haroon Akhtar to connect with fans and curators through storytelling, clean UX, and seamless navigation.

Redesigning WittyAnt: Simplifying Enterprise UX for Smart Decision-Makers

Sainiranjan Sharma