Web Design
Led the end-to-end redesign of TruOps’ public-facing website to reflect its new brand identity post-spinout. Focused on modernizing the visual language, improving content structure, and driving conversions while aligning the site with the company’s product and market strategy.
Background & Challenge
TruOps is a cloud-based GRC platform that helps organizations streamline risk management and compliance with real-time insights and automated workflows.
In 2025, TruOps separated from its parent company, SDG, however, its public-facing website did not reflect this evolution. Additionally, the site was outdated, visually fragmented, and failed to clearly communicate TruOps’ standalone value proposition, competitive edge, or new strategic direction.
More than just a facelift, TruOps needed a complete digital transformation to support marketing and sales goals, reposition the company in the market, and build buyer confidence.
The challenge was to redesign the website into a conversion-focused experience that aligned with TruOps’ evolving brand, business objectives, and it's recently redesigned platform (which I designed).
Solution
As Head of Design and Lead Product Designer, I partnered closely with marketing, product, and executive stakeholders to reimagine TruOps.com from the ground up. Our goal was to build a site that told the story of TruOps’ evolution, clarified its core offerings, and created a seamless brand narrative from web to product.
We started by doing a heuristic evaluation on the old site to identify usability gaps and content redundancies. I then led the creation of a scalable design system and visual language to reflect the updated brand identity. The content was reorganized to better support user flow, guiding different audience segments—buyers, partners, and security professionals, toward clear calls to action.
Key improvements included simplified navigation, stronger messaging hierarchy, and custom visual assets to support product storytelling. The redesign also created a unified look and feel that translates fluidly from the marketing site into the TruOps platform itself, strengthening the brand ecosystem and user trust.
27%
25%
34%
Process
As the Lead Designer on this project, I managed the full design process—from discovery and research through information architecture, design system development, prototyping, and final handoff. Navigating a complex product and evolving brand, I focused on creating clear user flows, cohesive messaging, and a scalable, accessible design system to support TruOps’ digital transformation.
Discovery & Research
Conducted stakeholder workshops to align on business goals, target personas, and messaging priorities
Audited the legacy website to identify usability gaps, messaging misalignments, and areas for optimization
Identified gaps in user flow, content clarity, and visual cohesion
Benchmarked competitors to understand market expectations and identify opportunities to differentiate.
Information Architecture & Content Strategy
Restructured the site’s architecture to reflect user needs and intent, creating clearer pathways toward conversion.
Partnered with copywriters and SMEs to refine messaging around TruOps unique capabilities and story
Mapped user journeys across buyer personas to align with CTAs and lead-generation funnels
Design System & Branding
Developed a new web design system rooted in the refreshed TruOps visual identity
Created reusable UI components for design consistency and faster iterations.
Ensured WCAG accessibility compliance and responsive performance across devices
Wireframes & Prototyping
Delivered high-fidelity wireframes and interactive prototypes for key pages
Facilitated usability reviews and internal stakeholder feedback sessions to validate user flows and content clarity.
Collaborated closely with developers to ensure feasibility, timeline alignment, and design fidelity.
Handoff & QA
Provided a fully documented design system and dev-ready assets
Supported engineering throughout implementation with QA sessions and visual checks
Ensured design fidelity from staging to production
Results
Taking on a highly complex challenge solo, I transformed TruOps.com from a fragmented, outdated site into a sleek, conversion-focused platform that clearly communicates TruOps’ evolved identity and value in a competitive, technical market. By distilling complicated messaging and workflows into a simple, cohesive digital experience, the redesign delivered measurable business impact:
Demo requests surged by 38% within the first quarter, driving stronger lead generation.
Bounce rates on key product pages were cut nearly in half, dropping from 62% to 34%.
Multiple new enterprise contracts entered the pipeline, fueled by clearer buyer confidence.
The site now articulates TruOps’ unique GRC value proposition with precision and authority.
A unified brand experience bridges marketing and product, reinforcing TruOps as a confident, independent category leader.
This project wasn’t just a redesign—it was a critical evolution that elevated TruOps’ market position through clarity, alignment, and strategic storytelling. The result is a scalable foundation that empowers cross-functional teams and accelerates growth in a complex, rapidly changing industry.
