Website Redesign
TechInsights.com
Web • Strategy • Design
Role
UX/UI Design, Strategy
Toolbox
Miro, Figma, WordPress
Live Site
TechInsights.com
Completed
2023
About TechInsights Inc.
TechInsights Inc. is a subscription platform providing semiconductor reports, teardown analyses, data tables, and forecasts. Some notable customers are NVIDIA, Amazon, Samsung and Google.
TechInsights Inc. equips decision-makers with in-depth intelligence on the semiconductor industry's past, present, and future.
The Rundown
I worked on TechInsights Inc. corporate website redesign which resulted in:
300k
Monthly website visitors
1.6k
Daily users directed to the Platform login page
100k
Contributing to the goal of reaching 100k active users.
Introduction
One of the most impactful design challenges I faced was redesigning the corporate website for TechInsights Inc. The previous site was visually inconsistent, with a dated aesthetic, and overloaded with dense content that made it difficult for users to identify key messages and actions. This was an area of immediate concern as TechInsights Inc. also had a goal to reach 100k users in the platform.
TechInsights sought a strategic approach to rapidly redesign its corporate website, focusing on creating cohesive templates and strong calls to action. The goal was to highlight TechInsights' position as 'the information platform for the semiconductor industry' while driving lead generation through contact forms, free trial sign-ups, and platform demo requests. The redesign needed to simplify navigation and emphasize the platform’s value, encouraging users to engage and ultimately subscribe.
In response, myself and the UX team redesigned the TechInsights’ website with a customer-focused strategy, aligning it with the user journey to boost traffic, strengthen brand visibility, and improve lead conversion.
How might we?
Project Goals
How might we best promote lead conversion for TechInsights platform offerings?
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Communicate TechInsights’ value proposition across diverse market segments
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Clearly demonstrate TechInsights’ Platform offerings
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Showcase TechInsights Subject Matter Experts
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Generate lead conversions through contact forms or other channels
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Promote free trial use to increase active users in the TechInsights Platform
Competetive Analysis
Understanding the Competition
I began with a competitive analysis of indirect and direct competitors, I also looked at Shopify and Salesforce since they are also SaaS platforms.
This analysis helped to understand items such as competitor strengths and weaknesses, gain insights to improve the website layout/design, discover new feature opportunities, and pinpoint user pain points.
TechInsights stands out for its unmatched combination of technical analysis, forecasting, patent expertise, and market insights, though it faces competition in the following specific business segments:
​Business Segment Competition:
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Traditional IP firms
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Reverse Engineering firms
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Low-cost IP outsourcing firms
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Transaction or strategic firms
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Market analysis firms
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Teardown firms
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Lawyers and in-house team
What Stood Out for TechInsights
Previous
TechInsights Home Page at a Glance
A snapshot of some callouts from my website analysis of TechInsights.com
Workshops
Business and Customer Goals
Myself and the UX team lead workshops to align on the website goals. These workshops involved the directors of Marketing, Platform and UX, as well as our Web and SEO team leaders. We collaborated with representatives from the sales team to gain insights into customer feedback. Together, we identified key goals and pain points for both TechInsights and its customer base, consolidating overarching themes into shared objectives to guide the redesign strategically and tactically.
Workshops
Business and Customer Goals
During the workshop, we also evaluated where the existing website was doing well, and where we might find opportunities to focus or improve.
High Level Customer Journey
From the workshops, we created a journey map that envisions the ideal corporate website as the central hub for customer discovery, seamlessly integrating efforts across marketing channels, social media, and SEO. This future state journey map visualizes the best and ideal state for the corporate website.
Trial user scenario
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Dom is a CTI circuit designer and a recent engineering graduate who landed his first job.
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His company relies on evaluating semiconductor information and noticed the company they currently use isn't providing them with enough information.
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Dom saw this as an opportunity to step forward and change how they review semiconductor competitors, past and future trends.
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He came across Techinsight’s website and is intrigued by their semiconductor domain knowledge and is interested in further exploring what they have to offer.
Who are TechInsights' users?
Business Segments
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Reverse Engineering
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Market Analysis
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IP Investigation
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Process Engineers
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Patent Engineers
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Competitive Intelligence
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Patent Management
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Chip Designers
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Product Manufacturers
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Forecasting
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Supply Chain
Target Market
Chip Material
Chip Interest
Chip Design
Chip Fabrication
Personas
Who is primarily interested in TechInsights?
Mid to senior level executives
Mid to senior-level executive in a tech-intensive industry making informed decisions to keep their organization ahead of the curve. They seek comprehensive insights and industry analysis to guide their strategic planning and drive innovation within their company.
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Goals: Stay ahead of competition, informed strategic decision-making.
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Needs: Comprehensive insights, industry trends, market analysis.
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Behavior: Analytical, detail-oriented.
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Pain Points: Limited time, finding relevant information, complexity.
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Expectations: Up-to-date analysis, user-friendly interface, tailored insights.
"Most of your audience is not ready to buy. The goal is that when they are ready to buy, you are top of mind."
Who Can Influence Conversion and Adoption for TechInsights?
Strategic Buyer
A technical specialist or project manager assessing potential solutions.​
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Goals: Achieve business objectives, optimize budgets, and minimize risks.
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Behavior: Focused on outcomes and maximizing value (i.e ROI)
Internal Advocate
A technical expert or project manager evaluating solutions.
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Goals: Discover cutting-edge solutions and improve operational efficiency.
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Behavior: Analytical with a strong attention to detail.
Actioning Key Research Insights
The following highlights customer segments and the areas they want to make informed business decisions, with greater confidence.
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Market Analysis
Customers
Designing for in-person, interactive experiences reminded me of the power of physical environments, human interaction, and social dynamics in shaping community connections.
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Reverse Engineering
Customers
I was looking for critiques from the attendees about their experiences. However, most feedback was overwhelmingly positive. Follow-ups and scenario-based questions further helped uncover hidden insights.
03
Intellectual Property Service Customers
It is a way to disconnect from daily stressors and enter a state of flow. By exploring different forms of creative expression—like painting, writing, or dance—adults can uncover hidden talents, build confidence, and communicate their ideas or emotions more effectively.
How Would We Tackle This?
Sitemap
Organizing Content to Address Navigation Challenges
One of the key challenges in the website's information architecture was its deep hierarchy, particularly evident in the Reverse Engineering navigation. This structure presented potential usability concerns, including:
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Cognitive Load
Users might find it difficult to keep track of their location within the hierarchy, increasing the likelihood of losing their place or struggling to backtrack.
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Breadcrumb Complexity
Breadcrumbs were not always implemented consistently, occasionally making it unclear which page was being viewed. Additionally, their placement in the top-right corner made them less noticeable.
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Discoverability
The depth of the structure could make it harder for users to locate information quickly, especially if navigation labels were unclear or inconsistent.
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Time-Consuming Navigation
Navigating through multiple layers could increase interaction time, potentially impacting user efficiency in accessing information.
To address these considerations, we reorganized the site into clear, business and user-focused new menu categories including more emphasis on the Login and Free Trial buttons.
New Sitemap
Previous Sitemap
Design Guidelines
I created a design inception sheet to translate our intended message for the audience, ensuring it aligned with the corporate brand guidelines and design system patterns to further add to a cohesiveness brand identity and product ecosystem.
We also wanted to address the intent types that drive customers to a website:
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"I-want-to-know moments" (info about TI and platform)
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"I-want-to-do moments" (their unique user motives)
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"I-want-to-buy moments" (conversion: demo/trial/subscription)
New Webpage Templates
With an approved architecture we were ready to start wireframing the primary page templates:
Home, Business unit, Business service category.
Our guiding principles​
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Minimal copy, clear navigation.
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Strong CTA to subscribe or start a trial.
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Clear subscription options and benefits.
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Compelling value proposition.
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Focused, easy-to-digest content.
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Relevant CTAs to engage further.
Highlevel view of wireframe templates and user flow
Wireframe Templates
Hero section, 'Login' and 'Start Free Trial'
TechInsights Inc. offerings
Key subscription features to showcase value
Visuals of the platform

Testimonials and CTA's
Business Service Solution Pages
Wireframe Templates
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The UI design includes a left-side menu for seamless business unit navigation, styled as a 'bookmark' that scrolls along with the page to ensure constant visibility.
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Prominent emphasis is placed on the Trial Sign-up button to encourage user action.
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A single, consolidated search bar replaces the previous two, streamlining the search experience
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Platform specific images for a glimpse of the interface and concise information
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Strategic content CTAs guide users to relevant pages, supporting both intuitive navigation and a seamless sales funnel journey.​
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Accordion menus for additional information for sub category subscriptions, allow users to open multiple selections simultaneously, making it easier to compare and absorb content.
Logic Solution Page
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6
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Automotive Solution Page
Iterating on the Visual Designs
Through an iterative process, the website was refined to cater to a diverse audience while maintaining alignment with the brand’s identity. The UX team conducted internal testing during the visual design phase, experimenting with layouts, colors, typography, and imagery. Feedback loops were utilized to fine-tune and optimize elements for improved clarity and consistency.
Bringing it together
Prototype and Development Hand-off
Designing for scalability and usability is at the heart of great UX. To empower Marketing Ops, our team developed a robust, prototype in WordPress that served as a blueprint for website generation within the corporate CMS. This hands-on guide bridged the gap between design vision and implementation, ensuring a seamless integration of UI components while preserving a polished and intuitive user experience.
Once the site design was finalized, collaboration didn’t stop there. The UX team worked closely with Marketing Ops to facilitate a smooth handoff. We delivered a comprehensive toolkit—including detailed design specs, a style guide, and actionable UX guidelines—equipping them to confidently manage and maintain the website.
As Marketing Ops takes ownership of content updates and site management through Drupal CMS, the UX team remains a supportive partner, offering ongoing assistance to ensure every update aligns with the design’s integrity and user needs. This also enables consistency and scalability across all touchpoints.
Prototype
The results have been transformative
Project Outcomes
The redesigned website now stands as the main gateway to the TechInsights Platform, working in harmony with strategic marketing campaigns and social media outreach. By leveraging targeted campaigns and engaging content, we’ve created a seamless experience that draws visitors to the site and guides them toward accessing the Platform. This integrated strategy has significantly boosted brand awareness, user engagement, and conversion opportunities, solidifying the website’s role as a critical driver of user adoption and success.
These results highlight the redesign’s role in fostering engagement and growth. This project exemplifies the power of aligning design with user needs and business goals to deliver measurable impact.
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300k monthly active visitors
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1.6k daily users directed to the Platform login page
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4x increase in Platform active users due to the traffic surge
Project Takeaways
Redesigning TechInsights.com was a project I’m incredibly proud of. From my first day at the company, I noticed the site’s potential for improvement, recognizing an opportunity to align it with the standards of modern web design. After gaining a deeper understanding of TechInsights’ users and product, I expressed my interest in taking on this challenge.
I was thrilled when my Design Director entrusted me with the opportunity to head start this project and make a meaningful impact on such a high-visibility part of the company—especially as it coincided with the launch of the new UI platform and the shift away from the legacy system.
Questions?
If you're interested in learning more about this project, please feel free to get in touch with me.