Website Redesign — From unclear identity to creator-first platform
This project was done during a UI/UX Design Internship at ReflexLabs AI. The work reflects real-world constraints — a brief, a one-month timeline, and deliverables that were reviewed and implemented by the brand.
During my internship at ReflexLabs AI, I was tasked with addressing a core challenge: the existing website failed to communicate the brand's true identity. While ReflexLabs had a powerful story — built around its two founders, a symbolic handshake, and the iconic orange pixel — these core elements were missing from the experience.
The objective was clear: redesign the homepage and team page to make the platform feel approachable, credible, and true to its creator-focused mission.
"Make the last pixel orange."
— Basil's father, on the brand's defining moment
The brand promised to catalyze the next wave of digital innovation. The website looked like it had never heard of it.
— Core problem statement driving the redesignThe existing site had minimal use of the brand's defining elements — the orange pixel, the innovation-first tone, the creator narrative. Visitors had no way to feel the brand's personality.
There was no team page, no founder story, no social proof. For a platform asking creators to invest time and money, this made the brand feel anonymous and unaccountable.
Past ventures like Lily AI — a validated hotel bot — were nowhere to be seen. Visitors couldn't assess the platform's capability or track record before committing.
Competitor analysis of 3 platforms. Social listening. Client brief deep-dive. Understanding who visits and why they leave.
3 user personas. Empathy mapping across user types. Identifying the core trust and identity gaps.
Information architecture. Wireframe sketches. Design system — colours, typography, iconography.
Medium and high fidelity screens in Figma. Interactive prototype for client review and iteration.
Internal review walkthrough. Client feedback loop. Handoff and implementation review.
Benchmarked against 3 platforms operating in adjacent spaces — VC launchpads, design studios, AI product builders. The gap ReflexLabs could own was clear: creator-first, approachable, human.
Each persona represents a distinct user need that the existing site was actively working against. These aren't archetypes for decoration — they drove every design decision that followed.
No team page → no trust → no sign-up
Wants to know who's behind the platform before investing time or money. Credibility is everything for a first-time founder.
No work shown → no proof → no trust
A homemaker turning passion into business. Needs visible proof and simple language — not promises and jargon.
Weak branding → no inspiration → no connection
Values aesthetics and coherence. A platform promising digital innovation must demonstrate it through its own interface.
Mapping what users say, think, do, and feel helped us move past surface complaints and understand the emotional state driving their behaviour on the site.
Key Insight
Users weren't failing to understand the product — they were failing to trust it. Clarity and credibility had to come before any other design decision.
The IA was built around one principle: earn trust, then earn action. Every section exists to answer a question the user is already asking before they ask it aloud.
Colour Palette
#000000
#FF6E43
#FFFFFF
#262626
Typography — Sudo Var
Landing Page
About
Projects
Team
Inside Team 1
Inside Team 2
Contact Page
Preload Animation
Handshake Animation
Landing Page
About
Projects
Team
Inside Team 1
Inside Team 2
Contact Us
High fidelity screens for the homepage and team page — Sudo Var, orange on black, pixel-grid motifs carrying the brand identity through every section.
Homepage
Team Pages
A modular, scalable design system built on custom pixel-grid logic. Every element—from navigation to the core identity—carries the same futuristic blueprint.
A minimal loading screen that keeps users engaged during wait time, using a dotted circular motion and the brand’s orange and black palette for consistency.
An abstract handshake visual built with simple shapes, where forms move apart in the transition and come together in the contact page, symbolizing both the beginning and completion of collaboration.
Two abstract figures, also resembling chat bubbles, interact to form a lit bulb, representing ideas generated through communication between the user and the platform.
Disclaimer
This prototype was developed during my internship and is intended to demonstrate design structure and user experience. Due to confidentiality constraints, actual project names, and team member details were not disclosed and have been represented using placeholders. For more information about the organization, visit reflexlabs.ai.
Before
After
