Driving Growth Through UX, SEO, and CRO

What is it?

EdgeUno Website & Brand Redesign

I led the full redesign of EdgeUno’s website and brand identity, focusing on improving SEO, conversion rates, and user experience. The project delivered a modern, scalable design system, optimized content, and measurable impact — including a 354% increase in new users and a major boost in campaign performance.

Contributions

Developed a new brand identity, including color system, typography, and design language
Rebuilt the website UI from scratch, focusing on accessibility, clarity, and conversion flows
Collaborated with devs and the marketing team to optimize performance and content for SEO
Applied CRO best practices to improve lead generation and user retention

Results (Q1 2025)

The website redesign directly contributed to a major leap in EdgeUno’s digital performance:

+354% total user growth in Q1 2025 compared to Q4 2024
Substantial acquisition gains in key LATAM markets like Brazil, Mexico, and Colombia
45% of all Q1 traffic came from Google campaigns, boosted by SEO optimization
SEO performance score jumped from 60 to over 90 (measured via SEMrush)
Better engagement and retention, as seen in bounce rate and session duration metrics

Overview

At EdgeUno, I led the complete redesign of the company’s brand identity and corporate website. The primary goal was to enhance the company’s digital presence by improving conversion rates, user acquisition, and overall site usability. The previous site suffered from outdated visuals, slow mobile performance, a confusing user experience, and low SEO scores.
The redesign was not just cosmetic — it was strategic. My role covered everything from user research and UX writing to visual design, SEO, CRO, and implementation support.

The Challenge

Outdated branding and visual language
Poor mobile performance and technical SEO (score: 60)
Confusing site structure and navigation
Low engagement on marketing landing pages
Inconsistent brand identity across products

The site failed to effectively communicate EdgeUno’s values as a modern, tech-forward company. It needed a transformation to support both business growth and user trust.

Research & Strategy

To kick off the project, I:

Conducted user research using heatmaps (via Clarity) and analytics
Collaborated with stakeholders from marketing, product, and development
Used SEMrush to run SEO audits and identify key optimization opportunities
Performed A/B tests on product landing pages to understand user behavior and layout effectiveness
Identified key content for UX writing with a focus on keyword targeting and clarity

The Solution

Brand & UI Overhaul

Redesigned the site architecture for better flow and discoverability
Optimized mobile experience, which had previously suffered
Developed SEO-driven content and UX copy
Focused CRO efforts on landing pages used for Google campaigns
Used A/B testing insights to refine layouts and CTAs for higher conversion

UX, SEO & CRO Enhancements

Modernized the visual identity to feel more tech-driven and trustworthy
Retained key brand elements (like the main blue) to maintain recognition
Clean, minimal layout with a stronger hierarchy and responsive design
Created a design system in Figma aligned with Bootstrap to speed up dev work
Delivered high-fidelity prototypes and all illustrations used on the site

Conclusions

This section highlights the variety of dishes in our menu.

SEO & CRO Strategy

By combining SEO audits (via SEMrush) and CRO analysis (with Clarity heatmaps), I created a design that wasn’t just beautiful but also data-driven. I optimized landing pages for campaigns, wrote keyword-rich UX copy, and restructured the site to enhance visibility, engagement, and conversions.

UI/UX Design

I redesigned the visual identity to reflect EdgeUno’s values and industry positioning — modern, global, and trustworthy. From component design to layout systems, I created a clean, intuitive interface that made navigation easier and user experience smoother, especially on mobile.

UX Writing & Communication

All content on the site was written by me, with a focus on clarity, tone, and SEO. The language was adapted to highlight EdgeUno’s services in a way that spoke to technical and non-technical audiences alike.

Cross-functional Collaboration

I worked closely with developers to ensure my designs were feasible and easy to implement using Bootstrap. I also collaborated with the marketing team to align on campaign goals and A/B testing. This synergy was essential to meet tight deadlines without compromising quality.

Project Leadership Under Pressure

One of the biggest challenges was time. With only a few weeks to complete the redesign, I relied on structured workflows, clear documentation, and a strong design system to move quickly and effectively — while keeping everyone aligned.

Explore My Work

From ideas to interfaces — here are some of my favorite builds

Joana Pinheiro