Design systems · Web design · Growth UX
2025
Infusing AI strategy into Conductor's website experience
Designing the framework for a new website design system that reflects Conductor’s AI-first positioning and supports conversion goals through clearer product storytelling.
Role
UX lead
Team
Growth, marketing, design, engineering, product
Timeline
Jan 2026 - Nov 2026
Industry
Enterprise software
Context
Project details
I led the redesign of Conductor’s corporate website as the company repositioned itself as an AI-first AEO platform. The work focused on clearer product storytelling and a scalable foundation for the new site.
Skip to solution
Company overview
Conductor is an enterprise platform that helps companies understand and improve how they appear in search results and AI-generated responses.
What I did
I was responsible for creating all product visuals, page templates, documenting the overall system, and facilitating stakeholder feedback sessions to maintain alignment.
Why it mattered
Conductor needed its website to communicate its new positioning and establish credibility as AI startups entered the AEO market.
Our audience
For Conductor's enterprise website, we needed to communicate both strategic business value to buyers and practical, everyday utility to users.
Primary persona
Growth Focused Leader (Buyer)
CMO / Head of growth
Secondary persona
SEO Practitioner (User)
SEO Specialist / Content Strategist
Problem
Process
What does AI-first look like?
I translated Conductor’s brand into moodboards to make “AI-first” tangible and align stakeholders on a visual direction. I drew on visual approaches from companies with similar brand experiences to inform my approach.
Brand experience
Moodboard
How did I get here?
I presented three visual directions to the c-suite, growth, product marketing, and design teams. We aligned on combining Proposal 2’s continuous storytelling with Proposal 3’s bold contrast.
Curveball: the content was changing too
Stakeholder feedback expanded the project to include a content overhaul. Instead of designing around finalized copy, I needed a flexible system that could adapt as content and product features evolved.
Original:
Redesign the website, then add new content and product features.
Expanded:
Design the website while content and product features developed in parallel.
Design process
Designing page templates alongside evolving content and product features required close collaboration with product marketing and product design.
Align on content
I facilitated workshops with Product Marketing to understand what each page needed to communicate.
Explore layouts
I translated those ideas into low-fidelity wireframes for the page templates.
Implement
I designed high-fidelity pages and created product visuals to support the content.
Solution
A flexible foundation for product storytelling
I redesigned the priority pages where website analytics showed low engagement, using them to establish the patterns for a scalable design system.
Feature Page (1440px Viewport)
Product Page (1440px Viewport)
What changed?
The redesign combines bold visuals, clearer product storytelling, and more intuitive interactions to reflect Conductor’s AI-first positioning and encourage engagement.
Setting the framework of a scalable system
The redesigned pages established reusable sections, components, and layout rules that could adapt as Conductor’s content and products evolved.
Impact
A vision made tangible
I turned an abstract vision into a shared direction stakeholders could build on.
✔️ Internal alignment on the visual look and feel for the website & strategy
✔️ Framework to initiate a design system overhaul
✔️ New grid and spacing guidelines with added breakpoints for improved responsiveness
Takeaways
Lessons learned
Guiding feedback
I started each review with a clear objective and specific questions to keep feedback focused on the design.
Find the reason behind opinions
When stakeholders disagreed, I asked for examples and brought the right people together to align on a direction.
Check in before designs feel final
A 25% review helped surface constraints early; a 75% review let me refine layouts while content and features were still evolving.