Transforming a complex industry with a simplified user experience

40%

increase in lead form submissions from the new design

Transforming a complex industry with a simplified user experience

40%

increase in lead form submissions from the new design

Transforming a complex industry with a simplified user experience

40%

increase in lead form submissions from the new design

Role

Lead UX/UI + Product Designer

Team

Myself (design lead), Development

Live site

Visit CAMS

Visit CAMS

Visit CAMS

CAMS is a leader in managing energy infrastructure assets, but their website no longer reflected that position. I led the end-to-end redesign, transforming a cluttered, text-heavy experience into a modern, credible platform that built trust with clients and reinforced market authority. By simplifying complex corporate information through strategic content hierarchy and custom infographics, the redesign made CAMS’s expertise immediately understandable, improved user engagement, and supported the company’s goal of attracting more qualified leads.

Before: The previous site was so confusing and text-heavy that it failed to communicate what the company did to a new visitor.

Before: The previous site was so confusing and text-heavy that it failed to communicate what the company did to a new visitor.

After: I transformed the outdated website into a modern, professional experience by simplifying complex information with custom infographics and clear visuals.

After: I transformed the outdated website into a modern, professional experience by simplifying complex information with custom infographics and clear visuals.

The lowdown

From text-heavy to strategic storytelling

The Challenge

CAMS’s outdated, text-heavy website created a credibility gap and made it difficult for potential clients to find key information or understand the company’s expertise. Redesigning it meant more than improving visuals. We needed to simplify complex technical content without losing authority, align on a clear content hierarchy across stakeholders, and deliver a responsive experience that scaled across devices while supporting CAMS’s brand and marketing goals.

85%

bounce rate on the homepage because of complexity

The Challenge

CAMS’s outdated, text-heavy website created a credibility gap and made it difficult for potential clients to find key information or understand the company’s expertise. Redesigning it meant more than improving visuals. We needed to simplify complex technical content without losing authority, align on a clear content hierarchy across stakeholders, and deliver a responsive experience that scaled across devices while supporting CAMS’s brand and marketing goals.

85%

bounce rate on the homepage because of complexity

The Challenge

CAMS’s outdated, text-heavy website created a credibility gap and made it difficult for potential clients to find key information or understand the company’s expertise. Redesigning it meant more than improving visuals. We needed to simplify complex technical content without losing authority, align on a clear content hierarchy across stakeholders, and deliver a responsive experience that scaled across devices while supporting CAMS’s brand and marketing goals.

85%

bounce rate on the homepage because of complexity

The Solution

I led the end-to-end redesign of CAMS’s website, creating a clear information architecture and visual system to simplify complex corporate content. Through stakeholder interviews, user testing, and a content audit, we discovered that breaking dense information into interactive infographics and digestible content blocks dramatically improved clarity. The redesign highlighted CAMS’s expertise, reinforced credibility, and turned the website into a strategic tool that drives engagement and supports business goals.

40%

increase in lead form submissions

The Solution

I led the end-to-end redesign of CAMS’s website, creating a clear information architecture and visual system to simplify complex corporate content. Through stakeholder interviews, user testing, and a content audit, we discovered that breaking dense information into interactive infographics and digestible content blocks dramatically improved clarity. The redesign highlighted CAMS’s expertise, reinforced credibility, and turned the website into a strategic tool that drives engagement and supports business goals.

40%

increase in lead form submissions

The Solution

I led the end-to-end redesign of CAMS’s website, creating a clear information architecture and visual system to simplify complex corporate content. Through stakeholder interviews, user testing, and a content audit, we discovered that breaking dense information into interactive infographics and digestible content blocks dramatically improved clarity. The redesign highlighted CAMS’s expertise, reinforced credibility, and turned the website into a strategic tool that drives engagement and supports business goals.

40%

increase in lead form submissions

Discovery goals

Finding our audience

To build a site that effectively communicates CAMS's expertise, I had to first understand the problem from both the business and user perspective. My discovery goals were to identify the core business objectives, understand the needs and pain points of CAMS's potential clients, and analyze the competition to pinpoint the key failures of the previous website.

Discovery goals

Finding our audience

To build a site that effectively communicates CAMS's expertise, I had to first understand the problem from both the business and user perspective. My discovery goals were to identify the core business objectives, understand the needs and pain points of CAMS's potential clients, and analyze the competition to pinpoint the key failures of the previous website.

Discovery goals

Finding our audience

To build a site that effectively communicates CAMS's expertise, I had to first understand the problem from both the business and user perspective. My discovery goals were to identify the core business objectives, understand the needs and pain points of CAMS's potential clients, and analyze the competition to pinpoint the key failures of the previous website.

Understand + Ideate

Understand & Strategize

Understand & Strategize

After talking to the marketing team and stakeholders, I conducted a content audit and competitor analysis. This research confirmed that the website's outdated design and overwhelming text created a significant credibility gap. It was clear that the site was not built to guide the user or generate leads, which became the focus of my strategic vision.

My process involved:

  • Collaborated closely with the marketing team and key stakeholders

  • Shared in-progress designs to get iterative feedback.

  • Ensured every design decision aligned with business objectives and brand identity.

Design

Design & Build

Design & Build

After finalizing the strategic vision, the next step was to translate that into a functional and visually compelling user experience. The goal was to build a site that was not only modern but also made complex information digestible. This approach allowed us to create a narrative that guides users through complex content effortlessly.

My core activities included:

  • Developed a new information architecture to guide users to key content

  • Created a strategic visual language, including custom infographics, to simplify complex corporate information.

  • Designed a clean, modern responsive interface

Validate

Launch & Measure

Launch & Measure

After a successful launch, the focus shifted to measuring the performance of the new website. The redesigned experience was built to achieve clear business objectives, and the results validated the strategic approach. This final phase was critical for proving the project's success and providing data for future iterations.

What I learned:

  • We learned that simplifying complex information with infographics and a clear visual language drastically improved user understanding and engagement by 40%

User personas

Seeing through the user’s eyes

To solve the website's credibility gap and information clutter, we first had to understand the people we were designing for. My research led to the creation of two primary personas, which allowed us to humanize the user's frustrations and define their distinct needs. These personas served as a critical tool for keeping the team aligned on how to build trust and deliver a clear, intuitive experience.

"I need quick access to CAMS’ services and expertise…without spending time piecing together information from different places"

Elicia Snell // 38 – Asset manager

Struggles to find the right information because it's so text heavy

"The site is just too cluttered. There’s so much text everywhere, it’s hard to focus or find what I actually need."

“If I can’t quickly see what makes the home or neighborhood special, I’m out."

Charli Smith // 40 – Financial advisor

I want key data summarized in visuals instead of walls of text

High Fidelity Design

Visual Design & Clarity

The redesigned CAMS website removes clutter and simplifies complex content. Clean layouts, infographics, and structured sections make key information easy to scan, reinforce credibility, and support business goals.

High Fidelity Design

Visual Design & Clarity

The redesigned CAMS website removes clutter and simplifies complex content. Clean layouts, infographics, and structured sections make key information easy to scan, reinforce credibility, and support business goals.

High Fidelity Design

Visual Design & Clarity

The redesigned CAMS website removes clutter and simplifies complex content. Clean layouts, infographics, and structured sections make key information easy to scan, reinforce credibility, and support business goals.

High Fidelity Design

Turning an invisible brand into a high-
converting experience

Vita Group’s new digital presence solves the credibility gap that kept them from competing online. We replaced their nonexistent web presence with a responsive, luxury-forward site that gave users what they needed most—detailed listings, rich neighborhood context, and an intuitive way to browse and inquire. The final experience balances elegance with functionality, helping buyers trust the brand and take action faster.

High Fidelity Design

Turning an invisible brand into a high-
converting experience

Vita Group’s new digital presence solves the credibility gap that kept them from competing online. We replaced their nonexistent web presence with a responsive, luxury-forward site that gave users what they needed most—detailed listings, rich neighborhood context, and an intuitive way to browse and inquire. The final experience balances elegance with functionality, helping buyers trust the brand and take action faster.

High Fidelity Design

Turning an invisible brand into a high-
converting experience

Vita Group’s new digital presence solves the credibility gap that kept them from competing online. We replaced their nonexistent web presence with a responsive, luxury-forward site that gave users what they needed most—detailed listings, rich neighborhood context, and an intuitive way to browse and inquire. The final experience balances elegance with functionality, helping buyers trust the brand and take action faster.

The respponsive design experience
A mobile first approach

The redesigned CAMS website follows a mobile-first approach, ensuring layouts and infographics scale seamlessly across devices. Complex content remains clear and readable on any screen, allowing users to access key tools and data without clutter or confusion. This approach reinforces usability, engagement, and the site’s role as a strategic business tool.

The respponsive design experience
A mobile first approach

The redesigned CAMS website follows a mobile-first approach, ensuring layouts and infographics scale seamlessly across devices. Complex content remains clear and readable on any screen, allowing users to access key tools and data without clutter or confusion. This approach reinforces usability, engagement, and the site’s role as a strategic business tool.

The respponsive design experience
A mobile first approach

The redesigned CAMS website follows a mobile-first approach, ensuring layouts and infographics scale seamlessly across devices. Complex content remains clear and readable on any screen, allowing users to access key tools and data without clutter or confusion. This approach reinforces usability, engagement, and the site’s role as a strategic business tool.

Impact & Results

Real users, real impact

The internal team and stakeholders responded positively to the redesign, noting that the interface is much cleaner and easier to navigate. They appreciated that the use of infographics makes complex data more approachable for users. Overall, the redesign aligns with business goals while improving usability, a success further recognized by two awards for the CAMS Website Redesign.

Gold – CAMS Website Redesign, Communicator Awards

Gold – CAMS Website Redesign, DotComm Award

"I read the homepage five times before and still couldn’t understand what CAMS does. With the redesign, it’s clear immediately."

"I like how the important information stands out now. It’s way less overwhelming than before, and the infographics really help me make sense of everything."

Impact & Results

Real users, real impact

The internal team and stakeholders responded positively to the redesign, noting that the interface is much cleaner and easier to navigate. They appreciated that the use of infographics makes complex data more approachable for users. Overall, the redesign aligns with business goals while improving usability, a success further recognized by two awards for the CAMS Website Redesign.

Gold – CAMS Website Redesign, Communicator Awards

Gold – CAMS Website Redesign, DotComm Award

"I read the homepage five times before and still couldn’t understand what CAMS does. With the redesign, it’s clear immediately."

"I like how the important information stands out now. It’s way less overwhelming than before, and the infographics really help me make sense of everything."

Impact & Results

Real users, real impact

The internal team and stakeholders responded positively to the redesign, noting that the interface is much cleaner and easier to navigate. They appreciated that the use of infographics makes complex data more approachable for users. Overall, the redesign aligns with business goals while improving usability, a success further recognized by two awards for the CAMS Website Redesign.

Gold – CAMS Website Redesign, Communicator Awards

Gold – CAMS Website Redesign, DotComm Award

"I read the homepage five times before and still couldn’t understand what CAMS does. With the redesign, it’s clear immediately."

"I like how the important information stands out now. It’s way less overwhelming than before, and the infographics really help me make sense of everything."

Validate navigation

Run usability tests with Maze to measure how easily prospective clients can locate service offerings and case studies in the new information architecture.

NEXT STEPS

Continuing the journey

Measure engagement

Use Hotjar heatmaps on pages with heavy infographics, like the Services and Insights sections. Analyze where users scroll, pause, and interact.

Validate navigation

Run usability tests with Maze to measure how easily prospective clients can locate service offerings and case studies in the new information architecture.

Optimize conversions

A/B test the placement and length of lead-generation forms using Google Optimize. Monitor conversion rates and form completion drop-offs .

Optimize conversions

A/B test the placement and length of lead-generation forms using Google Optimize. Monitor conversion rates and form completion drop-offs .

Validate navigation

Run usability tests with Maze to measure how easily prospective clients can locate service offerings and case studies in the new information architecture.

NEXT STEPS

Continuing the journey

Measure engagement

Use Hotjar heatmaps on pages with heavy infographics, like the Services and Insights sections. Analyze where users scroll, pause, and interact.

Validate navigation

Run usability tests with Maze to measure how easily prospective clients can locate service offerings and case studies in the new information architecture.

Optimize conversions

A/B test the placement and length of lead-generation forms using Google Optimize. Monitor conversion rates and form completion drop-offs .

Optimize conversions

A/B test the placement and length of lead-generation forms using Google Optimize. Monitor conversion rates and form completion drop-offs .

Validate navigation

Run usability tests with Maze to measure how easily prospective clients can locate service offerings and case studies in the new information architecture.

NEXT STEPS

Continuing the journey

Measure engagement

Use Hotjar heatmaps on pages with heavy infographics, like the Services and Insights sections. Analyze where users scroll, pause, and interact.

Validate navigation

Run usability tests with Maze to measure how easily prospective clients can locate service offerings and case studies in the new information architecture.

Optimize conversions

A/B test the placement and length of lead-generation forms using Google Optimize. Monitor conversion rates and form completion drop-offs .

Optimize conversions

A/B test the placement and length of lead-generation forms using Google Optimize. Monitor conversion rates and form completion drop-offs .