Aitiserve

Problem

The old look felt immature: alignment across components, content, typography, and layout was inconsistent, so the visual harmony was weak. The design documentation was also incomplete, so the developer team easily misread components, layout, and interactions during the build, which led to inconsistency and rework.

Decision

The redesign was guided by UX Laws such as Hick's Law, Fitts's Law, and the Law of Proximity to tidy up interactions and visual hierarchy. The process followed the five Design Thinking phases (Empathize, Define, Ideate, Prototype, Test) so the solution isn't just pleasant to look at but actually answers users' needs. Complete handoff documentation was written from the start to keep the second problem from recurring.

Result

The new AITISERVE website launched with a consistent visual system and handoff documentation the development team can use right away. During the project we also ran live usability tests and an A/B experiment, and the new design won.

Documentation