Rebranding and Website redesign to Increasing engagement from 10% to 38.8%
Role
Brand Designer
Sector
Rebrand and Web Redesign
Organisation
Goodwork
GoodWork is a mission-driven remote recruiting agency that connects businesses with skilled female talent in underemployed regions. Despite its powerful mission, the original website failed to communicate this clearly due to vague messaging and outdated visuals. The site struggled to explain what GoodWork does, why it matters, or how it delivers value—leading to low engagement (around 10% per quarter) and weak brand recall.
The visual design also lacked modern standards, which impacted the brand’s credibility and relevance. This misalignment between GoodWork’s mission and its digital presence diluted the impact of its message.
The original site didn’t clearly explain what GoodWork does or why it matters, leaving visitors unsure of its purpose and value.
The visuals and layout felt dated, signaling a lack of modern standards and reducing the brand’s credibility.
Poor messaging and stale design led to weak user interaction—only about 10% engagement per quarter.
The site failed to reflect GoodWork’s core mission of empowering skilled women in underemployed regions, resulting in low brand recall.
Doing competitive research for Goodwork helps us see what others are doing well so we can find ways to do even better and offer something unique.
Since our goal was to make the website more employer-focused, we structured the sitemap to support a clean, story-driven experience. By keeping it simple and intuitive, we aimed to enhance UX and guide visitors effortlessly through the content.
With a finalized sitemap, we translated the layout into wireframes designed to guide users and boost engagement.
The rebrand extended across all touch points, featuring a refreshed logo and a flexible color palette that reflects GoodWork’s balance of empowerment and professionalism. The new visual identity (simple, bold, and globally inspired) comes with a complete style guide covering fonts, icons, and photography. Warm tones signal growth, while clean visuals highlight trust and clarity, creating a consistent and memorable brand presence.
By applying these UX best-practices, we anticipated major gains. In fact, industry data suggest that even a small increase in UX investment can yield outsized conversion boosts – one report found a 10% UX budget increase can lift conversions by 83%
Reimagined the brand’s visual identity with a clean, geometric design system that feels modern and cohesive.
The redesigned GoodWork homepage on a laptop. Key elements like a clear headline, inviting imagery, and bold Call-to-Action buttons build credibility and guide employers to “Find My Hire.” The unified visual style (colors, fonts, icons) reinforces brand trust
Refreshed H1 and subheading copy for improved clarity and stronger storytelling.
The impact was dramatic. In the first full quarter after launch, user engagement leapt from roughly 10% to 38.8% nearly a fourfold increase. This jump aligns with expectations from conversion experts: poor UX drives away 88% of users, so fixing those issues makes users stick around. Anecdotally, client conversion rates have improved, and GoodWork’s brand recognition is much stronger.
The GoodWork project highlighted the power of research-driven design, clear messaging, and cohesive branding in driving meaningful results. By aligning product strategy with user needs, simplifying content, and prioritizing mobile accessibility, we transformed the platform into a trustworthy and engaging experience for both employers and job seekers. The process underscored that design is not just about aesthetics—it’s a business lever, a tool for empathy, and a collaborative effort that, when done right, boosts both engagement and performance.The Easypaisa sign-in journey redesign reinforced the impact of user-centered thinking, thoughtful UX writing, and iterative testing in improving core user flows. By focusing on real user pain points, simplifying the login process, and ensuring clarity at every step, we built a more intuitive and secure experience. This project highlighted how design can directly influence user trust, reduce friction, and support business goals. It was a reminder that great design isn’t just functional—it’s empathetic, strategic, and the result of close collaboration across teams.
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