Interllastar Website Redesign: Driving Innovation and Expansion

Project Context

The Interllastar website redesign aimed to accomplish multiple goals: improve user experience, modernize the company’s online presence, rebrand, increase conversions, and optimize SEO. Additionally, I implemented Google Analytics to track performance and refine the site post-launch.

Our target audience was prospective clients in the IoT (Internet of Things) industry, with notable existing clients including the MTA in NYC, NRG, and Stop & Shop. The site was designed to position Interllastar as a leader in IoT device development and interface design services, enabling users to monitor and control both our devices and those they are connected to.

My Role

As the head designer, I led the visual design, UX, and front-end development of the site. I collaborated closely with the CEO, whose expertise in IoT and strong opinions on content played a significant role in shaping the final product. Post-launch, I managed the website using Google Analytics, leveraging data insights to iterate and improve the user experience and performance.

Design Goals

The primary objectives were to:

• Modernize the look and feel of the site.
• Improve SEO by transforming complex white paper information into digestible content.
• Build a data-driven, user-friendly website that communicated innovation and expertise to prospective clients.

Inspired by principles of minimalism, the design focused on clarity and simplicity to ensure the site appealed to a technically sophisticated audience.

Design Process

I followed a structured and iterative design process:

1. Research & Content Strategy: I reviewed competitor websites, analyzed white paper content, and explored SEO best practices to create a roadmap for design and content.
2. Wireframing & Prototyping: Initial wireframes were shared with the CEO during bi-weekly meetings to incorporate feedback and align with his vision.
3. Development & Analytics Integration: Using front-end development tools and Google Analytics, I ensured the site was both technically sound and capable of providing valuable data insights.

One of the biggest challenges was balancing the CEO’s industry expertise with effective design decisions. While his input on IoT was invaluable, his lack of design experience required me to carefully advocate for user-first design principles. I navigated this by presenting data-backed insights and regularly sharing Google Analytics findings to reinforce my recommendations.

Impact

The redesign received positive feedback from existing clients, who found the site to be significantly more modern and user-friendly. It successfully communicated Interllastar’s technical expertise and helped strengthen client relationships. However, while the site improvements were evident, generating new traffic remained a challenge, highlighting the need for stronger collaboration with marketing efforts.

Reflection

This project taught me the importance of asserting my expertise as a designer. Early in my career, I often deferred to stakeholder opinions without fully advocating for my ideas. In hindsight, I wish I had confidently championed bolder design concepts to ensure the site stood out in a competitive landscape.

If I were to do this project again, I would:

• Take a data-driven, goal-oriented approach by partnering with marketers to establish clear traffic and engagement benchmarks.
• Push for more creative freedom to deliver a truly innovative experience that aligned with industry standards while breaking new ground.
• Set stronger boundaries to focus my energy on design and analytics rather than spreading myself thin across marketing responsibilities.

This project was a pivotal experience early in my career, setting the foundation for the confidence and leadership I bring to my work today. It reflects my ability to manage complex stakeholder relationships, balance competing priorities, and apply data to continuously refine a product—qualities I now apply as I enter my 11th year as a product designer.