overview
Seamless.AI 2.0, a brand refresh and website system built for scale.
Seamless.AI came to us to evolve their brand, redesign a large-scale SaaS website, and create the assets their team needed to move faster across product marketing, campaigns, and future pages.
+30%
Demo bookings increase
+11%
User conversion rate across the whole site
+25%
Engagement rate increase
Phil LaChance
Principal Designer @Seamless.AI
about the project
Seamless.AI already had a massive user base of over 1 million active users. We refreshed the brand and the website experience to improve clarity, engagement, conversion, and trust across the whole site.
The result of our work was +30% demo bookings · +11% user conversion rate across the whole site · +25% engagement rate · -20% bounce rate
Client
Seamless.AI
Industry
B2B sales intelligence (1M+ users)
Services
Brand & identity refresh · Web design · UX & CRO audit · Webflow QA · Motion design (Rive) · Marketing collateral
Timeline
2024 - 2025 (11 months)
The challenge
Seamless.AI had a sprawling 130-page enterprise site, but almost all of its traffic and conversion lived on a handful of pages. They needed to lift performance across the whole thing without breaking what already worked.
A site this size and this busy can't be torn up all at once. Every change put real revenue at risk, so nothing could ship on opinion. The work had to be sequenced, tested, and proven, one page at a time.
"The pages outside our top seven get less than a percent of our traffic. Even the ones beyond the homepage get less than 2%. Obviously, we want to change that."
Jonathan Pogact · VP of Marketing @Seamless.AI
A massive site to move
130+ pages on an enterprise Webflow build, all due for a redesign.
Real revenue on the line
High traffic meant every change had to be proven, not guessed.
Performance stuck on a few pages
Most of the site drew under 2% of traffic; it needed to convert everywhere, not just the homepage.
Where to even start
A redesign this big needed a low-risk way in before anyone committed to the whole thing.
HOW IT STARTED
It started with a single booked call. Phil LaChance, a principal designer at Seamless.AI, reached out about their website. On the call it became clear this was no small job: a 130-page enterprise Webflow site that needed a full redesign.
A site that size, carrying serious traffic and real revenue, is a risky thing to tear up all at once. So rather than pitch the entire redesign up front, we proposed a way to prove the value first, on a small slice, before anyone committed to the whole thing.
Phil had followed Adrian on X for about three years, a fan of his design work and ebooks, so when DesignMe launched he already trusted the team.
the 3-day audit sprint
We opened with a fast, three-day audit sprint: a focused look at the landing page and the brand, with one concrete recommendation, a refreshed hero section.
Seamless implemented the changes fast and saw an immediate lift, enough to prove the value on a tiny slice of work and open the door to the full engagement.
THE DEEP UX AUDIT
With trust earned, we ran a full audit alongside Seamless's CRO and growth team, going deep into the data behind the site.
Heatmaps, click maps, device and browser breakdowns, GA events, demographics, traffic, and a page-by-page analysis of the home, pricing, and demo pages. The data was blunt: on the homepage, only about 5% of visitors gave an email and clicked the main CTA, and only around a quarter scrolled past the fold. On the demo form, just over half of the people who started it finished and booked. One week of focused work set the foundation for everything that followed.
FINDING THE VISUAL DIRECTION
Before redesigning 130 pages, we had to agree on one visual language. In the first month alone we ran more than 20 landing-page iterations to get there.
We explored hero layouts, messaging, and brand treatments until one direction was clearly right. Locking the look early is what made the rest of the build fast and consistent.
THE HOMEPAGE WENT FIRST
We redesigned the homepage first and pushed it live head-to-head against the existing one. After a single day of data, the new design was converting at roughly twice the rate.
The homepage carries the most traffic and the most risk, so it was the right place to prove the redesign, not the place to play it safe.
We ran it as a live A/B test against the current site, let real visitors decide, and had a clear answer within about 24 hours: the new homepage roughly doubled conversion. That result set the pace for everything after it.
From there we designed the rest of the site in batches and Seamless rolled them out the same way, every change A/B tested against what was already live, so nothing shipped on a hunch.
The tests kept producing clear winners along the way, like a headline that beat the original by 12.5% and a "Try It Free" CTA that outperformed the rest.
THE RESULTS LAND
As the redesigned pages went live and won their A/B tests, the gains showed up fast. The demo page alone rose 30%, and that momentum set the pace for the rest of the rollout.
Across the full site, the redesign lifted user conversion by 11%, raised engagement by 25%, and cut bounce rate by 20%, proving the approach worked at scale and giving everyone the confidence to keep going, page by page.
MOTION IN RIVE
To bring the product to life, we produced 30 animations in Rive: lightweight, interactive, and built to run smoothly on a high-traffic site.
Motion did real work here, showing how the product behaves, guiding attention, and making complex features easy to grasp at a glance, without slowing the pages down.
REDESIGNING THE NAVIGATION
A 130-page site is only as good as the way people move through it, so we rebuilt the navigation around a mega menu that turns a sprawling product into a few clear choices.
Instead of a long, flat list, the menu groups everything into scannable zones, with a one-line description under every item so visitors know where each link leads before they click.
Built-in "Explore" panels surface product news and getting-started content right inside the menu, and a persistent "Take Seamless for a test drive" CTA bar sits at the bottom of every panel, so the path to a free trial is always one click away.
Clearer wayfinding meant fewer dead ends and less hunting, which fed directly into the lower bounce rate and the lift in engagement across the site.
CUSTOM ILLUSTRATIONS AND VISUALS
Seamless.AI sells something invisible: verified contacts and company data which is tricky to vizualize. So we built a custom illustration system from scratch, more than 1,000 individual visuals that make an abstract product easy to understand at a glance.
A data tool is genuinely hard to picture, which is exactly why the visuals carried so much weight. We designed one consistent illustration language and then produced it at scale, organized as a tagged, reusable library, prospecting, list-building, enrichment, and more, so any page could pull the right asset and stay perfectly on-brand.
Every feature page got its own set, and the system kept 130 pages from ever feeling repetitive. That same library powered Seamless's marketing, ads, and the pages their own team built going forward, so the value kept compounding well after launch.
design system
None of this scales without a system. Everything was built as reusable components, typography, colors, gradients, icons, effects, buttons, tabs, navigation, footers, accordions, dropdowns, sliders, logo sets, so 130 pages could be assembled, not redrawn.
The library held one source of truth for every element, which is what let a small team move at the volume Seamless needed. A change to a component updated everywhere it lived, new pages were composed from parts that were already approved and on-brand, and Seamless's own team could keep building long after launch using the same kit. It is the quiet reason the whole engagement held together: consistent design, predictable QA, and a site that can keep growing without drifting.
the result
Over eleven months we rebuilt a 130-page enterprise site, refreshed the brand, and built the system behind it, and the gains showed up across the entire experience, not just the pages everyone watches.
This started as a single landing-page audit and grew into a full brand and website system: a homepage that doubled conversion in its first day live, a demo flow that lifted bookings 30%, and sitewide gains in conversion, engagement, and bounce rate, all proven page by page through live A/B testing rather than assumed.
Just as important, Seamless came out of it with a reusable design system and a library of over 1,000 custom assets, so the team can keep building on it long after launch.
+30%
Demo bookings uplift
+11%
User conversion rate uplift (across the site)
+25%
Engagement rate uplift
-20%
Bounce rate reduction
130
Subpages redesigned
1000+
Visual assets
30
Rive animations
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