Scaling Post-Funding
Role
Lead Digital Strategist & Designer
Industry
AI / Insurance Technology
Engagement
Research, IA, UX/UI, Content, Dev Management
Timeline
Q4 2024 to Q4 2025, Phased Rollouts
3 min overview / 8-10 min with details
Overview
As CompScience prepared to scale post-funding, I led a full website rebuild and digital strategy to make the site conversion-centric and future-proof. The primary KPI: SQLs from MGAs and brokers via Get Appointed.
The legacy site was hard to navigate with unclear messaging, dispersed trust signals, and CTAs that were difficult to find. The target state: a modular, scalable web platform aligned to the company's multi-product, multi-industry roadmap with a clear revenue path.
I re-architected the information architecture and navigation, reframed industry coverage, established a Get Appointed-first conversion model, partnered directly with the CEO/CMO on content, and managed end-to-end delivery through development, QA, and launch.
My Role
- Strategy & research Digital experience audit; identified IA, messaging, and conversion issues; defined SQL focus
- Information architecture Rebuilt IA and navigation oriented to broker/MGA journeys; reduced dead-ends
- Design & content Wireframes through high-fidelity UI; copy collaboration with CEO/CMO; design system with reusable components
- Delivery management Dev handoff; managed 1-developer build; QA and launch; coordinated ~15 stakeholders
Outcomes
- Get Appointed form submissions began the first day the redesign went live
- Continued iterations and A/B tests keeping the SQL pipeline healthy
- Team can add products and industries quickly without re-breaking the site
- Site that's safer to change, easier to extend, and aligned to rapid release cadence
Reflection
This project reinforced that audience-first beats feature-first: broker/MGA-centric structure and hero CTA reduced decision friction. Fixing the foundation to move faster is the highest ROI when the roadmap accelerates. Centralizing research through content, design, and delivery kept scope aligned and velocity high.
Details
Research & Strategy
Key Findings
Content clarity: pages ran long; language not consistently audience-specific. Action findability: contact and primary CTA were easy to miss; no hero-level CTA on legacy patterns. Trust signals: case studies existed but were hard to find; users wanted industry-specific proof.
Strategy
Conversion architecture: elevate Get Appointed to the hero; standardize secondary CTAs; put conversion paths in the global frame. IA and navigation overhaul: reduce dead-ends; establish audience/intent-based paths; simplify routes to proof and action. Trust layer: surface case studies earlier; add industry-specific proof near CTAs.
Execution & Phased Rollouts
Q4 2024: Discovery & Audit
Digital experience audit; identify IA/messaging/styling issues; define SQL focus.
Q1 2025: Strategy & Architecture
Lock conversion model; rebuild IA and nav; set content framework; align with CEO/CMO.
Q1-Q2 2025: Design & Content
Wireframes through high-fidelity UI; copy collaboration; prep dev specs and components.
Q2-Q3 2025: Build, QA, Launch
Dev handoff; manage 1-developer build; QA and go-live for first major redesign; continue increments.
Q3-Q4 2025: Optimization & Scale
Iterative releases to support product/industry expansion; ongoing A/B tests on messaging and CTAs.
Technical Risk Management
The legacy site's codebase was brittle, making changes risky and slow.
Actions
Technical scoping and prioritization: partnered with developer to assess brittle areas and sequence fixes using a Now/Next/Later risk matrix tied to conversion impact.
Stabilize before scale: directed effort toward stability fixes that unblocked the redesign (component consistency, template clean-up, safer deploy paths) before layering net-new features.
Resource orchestration: reallocated developer capacity; coordinated cross-functional timelines with ~15 stakeholders.
Quality gates: established pragmatic QA checklists and smoke tests around the Get Appointed funnel and high-traffic paths to reduce regressions.
Sustainable handoff: documented component usage and patterns so future iterations could ship without re-introducing brittleness.
Industry Coverage Reframe
Original Coverage
Warehouse logistics, manufacturing, food manufacturing, auto dealers, heavy retail, grocery retail.
Reframed Coverage
Construction (added), manufacturing, restaurants, auto service, wholesale and warehousing, retail, food processing, plus "all other industries."
Notable reframes: warehouse logistics became wholesale and warehousing; new categories introduced to match GTM (construction, restaurants).
Artifacts & Deliverables
