Behind One Of My Favorite Projects
A closer look at one of my favorite projects: the challenge, the process, and the lessons that shaped how I work today.
Case Study
May 03, 2026
The Brief That Grew Into Something Bigger
Vertex came to me for a marketing site. What they needed was a way to explain a complex CRM product to people who had thirty seconds to spare, and the project became one of my favourites because the answer was never only visual.
- Listen first: Two weeks of calls with sales, support and customers showed where prospects got lost before we drew a single screen.
- Design the story: Every page was built around one question a buyer actually asks, with the product answering it in order.
- Ship and watch: We launched, read the session recordings, and reworked the two pages people kept abandoning.
The lesson that stayed with me is that the hardest part of a project is rarely the layout. It is agreeing on what matters, and having the discipline to leave everything else out.
What I Would Keep, And What I Would Change
The design system we built paid for itself within a month: the team shipped three new pages without me, and they still looked like the same site. That is the outcome I now aim for on every engagement.
I would spend less time on the homepage hero and more on the pricing page, which turned out to carry most of the decision. Prospects read it twice as long as anything else we made.
Favourite projects are not the ones that went smoothly. They are the ones where the client trusted the process long enough for the research to change the plan, and then saw why it had to.
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