Industry
Product Strategy
Client
PAAS
Transforming a Product Consultancy's Digital Presence
Argentine product consulting firm specializing in on-demand solutions for startups and investment funds
Year
2025
Role
Product Designer (UX/UI)
Aligning PAAS’ Website with Its Strategic Value
PAAS is a Latin American consultancy specializing in digital product strategy. As its client base and market presence grew, so did the need for a professional website that could clearly communicate its value proposition and support digital lead generation.
Results
Fully redesigned website aligned with business goals
Structure focused on conversion, with clear messaging, guided navigation, and strategic CTAs
First qualified leads captured through the site within the first month
Improved consistency between the digital narrative and other brand channels (pitch decks, social media, sales materials)
A comparison between the previous and redesigned homepage.
Problem & Opportunity
The previous website was built on a platform that didn’t support metric integrations or scalable custom design. This limited the team's ability to structure content effectively, track performance, or present a professional brand image.
The opportunity: build a modern digital presence that would speak to key audiences—startups, VC funds, and growing companies—and enable a more active role in lead acquisition.
Redesign Goals
Communicates PAAS’s value proposition
Builds trust with decision-makers
Activates a lead generation flow
Aligns with the tone, values, and long-term vision of the brand
My Role & Collaboration
I led the end-to-end design of the project as a Product Designer, working directly with the founder.
My responsibilities included facilitating strategy sessions, defining the information architecture, writing key content, designing the UX/UI, and coordinating the handoff to development.
Visual implementation of the PAAS brand identity across brochure and pitch materials.
Process
1. Kickoff & Alignment
Strategic sessions with the founder to understand the vision, offering, and target audiences
2. Research & Benchmarking
Competitive analysis of similar consultancies and best practices for digital B2B service pages
3. Information Architecture
Designed a content structure focused on clarity and conversion—tailored to different user types
4. UX Writing & Messaging
Wrote concise, action-oriented copy (headlines, CTAs, microcopy) that reflected the brand’s voice
5. UI Design
Clean, modular, and accessible interface; responsive layout with scalable design components
6. Brand & Channel Alignment
Ensured consistency across all communication touchpoints: social, pitch decks, brochures
7. Handoff & Implementation
Prepared and organized design assets, collaborating with the developer to ensure a smooth build
Learnings and Trade-offs
This project taught me how to balance strategic thinking with agile execution in a fast-moving, growth-focused environment. Through key conversations with the founder, I identified the need for a clear, actionable value proposition—one that could both communicate effectively and drive conversion. Without a dedicated content or marketing team, I took on an end-to-end role: helping define messaging, structuring the information, and designing a scalable interface. The main trade-off was prioritizing clarity and speed over deeper narrative layers or advanced visual customization. I chose a straightforward solution focused on conversion and ease of maintenance, which allowed us to deliver tangible value quickly and set the foundation for future growth.