Redesigning the web presence for a global leader in Generative AI. I built a flexible design system and a clear layout that turned incredibly complex AI tech into a simple, engaging web experience, doubling landing page click-through rates and driving a wave of new global traffic.
01 // The Challenge
Metaphysic creates mind-bending, hyper-realistic AI. However, their website had a difficult job: it needed to explain this highly technical, futuristic tool to different audiences all at once. I sat down with their team to figure out how we could guide everyday visitors, developers, and big investors to the right places without overwhelming them with jargon.
02 // The Blueprint
I started by throwing out the old, messy website structure and sketching a new blueprint from scratch. I mapped out clear, logical paths for visitors. We tested these simple wireframes early on to make sure people could actually find what they were looking for before we started building the final pages.
03 // The Design System
Instead of designing page by page, I built a modular system of reusable parts. I chose a clean, high-contrast dark theme that matched the futuristic feel of AI, along with sharp typography and flexible page layouts. This meant the development team could build new pages in half the time while keeping the brand looking consistent.
04 // The Test
To make sure everything worked in the real world, I put interactive prototypes in front of real users. Watching people interact with our menus showed us exactly where the design was confusing. We polished those rough edges, making sure even the most complex AI features made sense to a non-technical investor.
05 // The Numbers
Once we launched, the data proved the new layout worked:
| Metric | Before Redesign | After Redesign | Impact |
| Landing Page CTR | 2.1% | 4.3% | More than doubled conversion |
| Bounce Rate | 58% | 39% | Visitors stayed significantly longer |
| Returning Users | Baseline | +25% | Notable increase in repeat sessions |
| US Primary Traffic | Baseline | 68% of new visitors | Successfully reached our main target market |