A full redesign of SameSystem’s marketing website aimed at enhancing brand perception, audience connection, and lead generation. The new site features a refined visual identity, clearer messaging, and an improved user experience, creating a more engaging and effective online presence that better supports the business's goals.
SameSystem is a Workforce Management Software-as-a-Service that handles planning and administration in Retail and Hospitality businesses. The Danish company, founded in 2008, designed a solution to address this sector’s unique challenges, including planning based on expected customer traffic.
Company: SameSystem
Industry: SaaS workforce management
Year: 2024
Scope: branding, UX/UI design, Wordpress development, localisation
The existing marketing website had become outdated, both visually and in terms of content. It struggled to convert visitors into leads, and the messaging no longer resonated with the target audience. It also failed to reflect the company’s recent expansion into the hospitality sector. Both brand perception and user experience needed to be improved to better support lead generation and align with the company’s current positioning.
The project began with a full audit of the old site, identifying issues in content structure and user flow. The target customer journey was mapped and competitor research conducted. Alongside this, the visual identity was refreshed, a new brand book created, and a design system developed. The new site was wireframed with a revised content structure and information architecture. Content was developed collaboratively with the team, followed by high-fidelity mockups and WordPress development. The site was tested and reviewed with the sales team, and the final content was localised into six languages to support the company’s main markets.
The new visual identity modernises the brand and helps it differentiate from competitors. The brand is positioned as reliable, professional, and innovative, while also remaining inviting and passionate. Marketing design was aligned more closely with product design to create a more unified and consistent customer experience.
The website experience was optimised with a strong focus on mobile and cross-device usability. Content structure and information architecture were improved for greater clarity and ease of navigation. Key actions such as contacting support or logging into the system were made easily accessible for existing customers.
The redesign has elevated the company’s online brand presence and enhanced user engagement across key touchpoints. It creates a seamless experience that not only supports existing customers but also actively drives new business growth.