Amplifying high-performance through a redesign that converts
for a communications agency based in Paris, France.
Client
Overseas
TIMELINE
Figma, Stark, Attention Insight
Tools
2 Weeks
Role
1 of 3 UX/UI Designers
The Brief
Overseas generated 500 million impressions a year for some of the world's biggest brands. However, brand managers looking for marketing agencies were closing the tab before making contact, not because Overseas wasn't right for the brief, but because the site never gave them the confidence to find out.
This project was a full website redesign and a major rebrand, from heuristic analysis and user research to a responsive hi-fidelity prototype and developer handoff.
Why Visitors Were Leaving
A technical audit confirmed the site was critically underperforming: on mobile, the snap scroll function made the site unusable for up to 30 seconds.
Design Process
Five interviews with marketing professionals revealed a pattern: they scan a website in under two minutes, form an impression based on what they can find quickly, and move on if that impression doesn't hold. They weren't evaluating creative quality, they were evaluating whether they could trust the people behind the work, and on that front, the existing Overseas site gave them almost nothing to go on. The most clarifying insight came not from the design work itself but from those conversations. Going in, the assumption was that the site's problems were primarily visual. Coming out of the five interviews, it became clear the problems were structural, a conclusion that a heuristic analysis confirmed in full.
Audited 4 heuristic violations:
[Recognition] Forced recall over recognition on service and pricing
[System Status] No fixed header navigation left users disoriented
[User Control] Snap-scroll function removed user control and freedom
[Consistency] Contact form broke visual consistency and standards
Design Decisions
Four design decisions directly addressed the four heuristic violations uncovered in the audit:
[Recognition] Services and pricing were restructured with plain-language descriptions and logical grouping, letting visitors compare and decide with confidence rather than forcing recall
[System Status] Campaign credentials, KPI metrics, client logos, and testimonials were surfaced throughout the experience, making the results impossible to miss
[User Control & System Status] A fixed navigation bar and free scrolling gave users back control, letting visitors move through the site on their own terms and search needs
[Consistency] A consistent visual identity was carried all the way through to the contact page, so visitors never lost confidence at the point of conversion
A selection of high-fidelity screens I crafted for the Overseas redesign, covering the full user journey across the project page, case studies, services, and footer navigation, including testimonial cards and mobile menu iterations.
Project Outcome
Heatmaps of the final prototype confirmed the redesign was working: a focus score of 61 showed visual hierarchy was guiding attention exactly where it needed to go, and a cognitive load score of 23 showed users could absorb the content effortlessly.
The redesign was handed off to development team and is currently being shipped.