A landing page with
an enterprise-sized opportunity.
Eranova AI had a problem most startups would want: unexpected traction. What started as a simple marketing landing page was pulling in real enterprise clients — but the site didn't look the part. The brand felt generic, the UX was broken in ways nobody had documented, and there was no design system to speak of.
The brief was simple. Make it feel enterprise. Build something that closes deals before a sales call happens.
Before redesigning anything,
I documented everything wrong.
I ran a systematic evaluation of the existing site using Nielsen's 10 Usability Heuristics — a recognised industry framework for identifying UX failures. Every issue was captured and presented to the CEO in a PowerPoint deck to build alignment before a single pixel was changed.
Nielsen's 10 Heuristics — CEO presentation deck, Month 01
No CTA in the hero
Primary actions — "Get Started" and "Learn More" — were buried at the bottom of the page. Enterprise visitors landed with no immediate next step. First impressions were wasted.
Broken theme across pages
The homepage was full dark-mode. Inner pages abruptly switched to light mode, only the navbar stayed dark. Jarring and unpolished — the digital equivalent of walking from a cinema into bright sunlight.
Filler content burying the lead
A full-screen section consumed nearly two scrolls to deliver one generic sentence. It pushed all the valuable content further down and significantly raised the risk of abandonment.
Weak visual hierarchy on CTAs
"See all solutions" — the key next action for the entire solutions section — was styled as a low-contrast text link. No prominence, no weight. Easy to miss entirely.
Inconsistent icon & font styles
Icon styles mixed freely across the interface. Font weights and sizes had no coherent system, making the site feel unfinished and untrustworthy to enterprise visitors making fast judgements.
Not enterprise-grade
The overall aesthetic — grey tones, inconsistent spacing, no design system — failed to communicate the quality of the product behind it. The site didn't match the ambition of the business.
Three months.
Three distinct phases.
Each month had a clear focus. No overlapping, no jumping ahead.
From grey and white
to pure black and white.
The original site lived in an ambiguous grey zone — neither confident nor considered. The rebrand made a deliberate choice: strip everything back to black and white. The aesthetic draws from the language of AI itself — binary, precise, zero noise. Clean like code. Trustworthy like a system that works.
Every element either earns its place or disappears. That constraint became the design system.
Background
Surface
Muted
Sub
Accent
White
Figma first.
Codex to ship.
The redesign had an aggressive one-month build window. The workflow had to be tight. Every design decision happened in Figma first — layouts, components, spacing, content hierarchy. Only once the design was solid did development begin.
OpenAI's Codex translated the Figma specs into production code at speed. The initial prompts and creative direction were mine. As page complexity grew — especially across the solutions architecture — the senior developer joined to handle advanced implementation while I maintained design ownership throughout.
Key design decision — Rather than designing each solution page individually, I built one master template covering layout, component structure, spacing rules, and content hierarchy. That single template scaled across every product use case without redesigning from scratch each time.
50 posts.
All data-driven.
The LinkedIn work wasn't production for the sake of production. It started with research. I studied existing post formats and performance patterns for Eranova's audience, then ran A/B tests across different post types before designing a single deliverable. The content strategy came directly from what the data showed — not from assumptions.
Tokens that scale
beyond the project.
One of the most lasting deliverables from this engagement wasn't visible on the website — it was the foundation underneath it. I built out a full token-based design system in Figma: mapped variables for icons, surfaces, and borders, each with defined light and dark mode values. This gave Eranova's internal team a single source of truth they could apply consistently across the site, future product work, and any internal tooling — without needing to re-solve colour decisions from scratch every time.
The system covered 16 mapped variables across three groups — Icon, Surface, and Border — all aliased to a foundation layer so updates cascade automatically. What started as a branding exercise became infrastructure.
Figma Variables panel — Mapped collection, 16 tokens