Redesign
Brand Storytelling
Research
Deviecthread
The devicethread website looked like it was built before the product was. Outdated visuals, cluttered layouts, and weak messaging meant visitors couldn't understand what devicethread actually does — or why it matters. I led a full end-to-end redesign: homepage, feature pages, visual system, and messaging hierarchy. The new site is clean, modern, and positioned to compete with category-leading SaaS products. It now reflects the actual quality of the IoT platform behind it.
Industry
Hospitality SaaS
Year
2025
Timeline
4 weeks
The old website was doing the product a disservice. Cluttered layouts competed for attention, the visual language felt dated, and the messaging didn't clearly communicate what devicethread does or who it's for. Visitors landing on the site had no clear path forward. For a company selling a sophisticated IoT platform to hotel operators across multiple countries, the website was the weakest link in the sales process, and it showed.
I approached this as a full brand and UX problem, not just a visual refresh. Starting with the homepage hero, the highest leverage moment, I established a clear messaging hierarchy: what it is, who it's for, and why it works. From there, I built a consistent visual system across all pages: clean typography, purposeful whitespace, and structured feature sections.
The redesigned website now reflects the actual sophistication of the devicethread platform. Stakeholders immediately noted the shift in perceived quality; the site went from looking like a startup side project to a credible SaaS product. Clear messaging hierarchy means visitors understand the product within seconds of landing. The new visual system also gave the internal team a consistent foundation for all future Marketing and product pages.
