Leading a merger website to launch before its brand existed
I brought structure to ambiguity and shipped on time
I built a new company website in multiple languages before its brand existed, then A/B tested it into more demos and signups.
Led the product team and external agencies- Built the website architecture, user flows and A/B testing plan
- Built the design system before the brand existed
Key results
demo requests in the first 30 days after launch.
new signups over the following six months.
What I walked into
Leadfeeder merged with Echobot to become Dealfront. One website had to carry both, and the two companies grew in opposite ways. Leadfeeder was product-led: one product and a free plan. Echobot was sales-led: a whole portfolio, sold on long contracts.
The launch date was already public. April, not moving. Two companies, two growth models and a leadership team that had barely met had six months to land on one website.
What I found
Normally the brand comes first and the website follows. This one had to run backwards. The agency was still creating the name and identity when we started. For three months we had no colors, no guidelines and no key visuals. Nothing to design toward.
But the missing brand wasn't the hardest part. The real problem sat underneath: a merged portfolio that had to make sense to customers of both companies, and two growth models fighting for the same pages. Each former CEO backed a different one. Pricing, signup and the demo request were where they collided.
The call
If we waited for the brand, we'd miss the April deadline. So I set the direction: build the structure and the website engine first, and let the brand land on them later. We designed from content and products only. I organized the portfolio by solution and built the components and design system in black and white, flexible enough to take any brand fast.
Where the CEOs saw the key pages differently, I worked both views into the designs and iterated on their feedback. After dozens of rounds, I proposed a safe launch version, the industry-standard pricing table, and a test plan to settle the rest with data. Launch on time, then let users decide.
What I owned
I led three designers and a web developer, and hired and oversaw an external agency of three developers to make the deadline. I stayed hands-on in the design and owned the handoff to development.
The brand ran late and landed at the end of January. By then the structure was ready and the website engine was running. The reskin was the plan from day one: the whole design system and every component were built to take it. So the brand went on like a coat of paint, not a rebuild.
I laid out the testing and improvement plan for after launch. Each round simplified the pricing table and let people try the product instead of reading about it. In the first 30 days, my design changes delivered a +18% uplift in demo request conversion.
What changed
demo requests from A/B testing.
new signups in six months after launch.
from new brand presentation to live website.
Launched on the public date, in two languages.
Product-led and sales-led growth on one site, with the free plan as the way in.
Led three designers, a web developer and an external development agency.
Product Design Team Leader
Apr 2022 – Sep 2023 · 1.5 years
- +18%demo requests, through A/B tests and experimentation after launch
- +52%new signups over six months of testing and improvements
- 7people across design, development and an external agency, hired and led
- Established the design system and brand guidelines
- Drove product-led growth through experiments and research
- Set the bar for accessibility and data privacy
