Sapiens Website Relaunch
This project involved the complete redesign of the Sapiens company website, driven by a simultaneous new brand design definition from Marketing. My dual role as Project Manager and UX Designer required me to lead the entire process, from strategic alignment with stakeholders to technical coordination with an external development agency.
Project Context
My Role(s)
Project Manager & UX Designer
Timeline
Tight 4-month deadline
Team & Collaborators
Marketing, Management, Product Managers, External Development Agency
The Challeges
Problem Statement
The core structural challenge was that the company lacked a unified digital presence. The website was split, hosting the Sapiens.com global site (EMEA/US) alongside separate, differently designed local sites for Germany and Spain, leading to inconsistent brand perception.
The existing Sapiens website was outdated, suffered from persistent bugs, unreliability, and poor Information Architecture, leading to a confusing and frustrating user experience.
Goals
Target Group: Insurance companies/B2B customers seeking product information.
Conversion Goal: Contact or demo request via the website.
The Journey
Project Alignment & Strategic Coordination
Initial Setup & Centralized Planning: Setup and establishment of the central Jira board ensuring a transparent workflow and single source of truth within a cross-functional team.
Team Management (10+ People): Coordination and management of weekly alignment meetings, to ensure alignment without wasting resources or pulling staff into unnecessary meetings. Key decision-maker for task prioritization,
Management Reporting: Set up of regular meetings with the company management to proactively communicate project status, resource alignment, project risks and timeline planning, as well as budget and resource alignment.
Project and go-live planning to present to Management
Structural Design & Information Architecture
Content & Product Portfolio Analysis
Problem Identification: Content audit to analyze the existing product portfolio and website content.
The primary goal was to simplify the presentation of Sapiens’ numerous products and services, ensuring the B2B target group can quickly find the relevant product information and conversion pathway.
Information Architecture (IA) & Navigation
Sitemap Optimization: New sitemap and simplified navigation proposal based on the target group’s assumed needs and core conversion goals.
Structural Definition: Wireframes (low-to-mid fidelity) as the key tool to define the functional structure, content hierarchy, and precise placement of conversion elements (like the “Request Demo” CTA).
Sitemap created with FigJam
Homepage old design vs. low-fidelity Wireframe
Desktop and Mobile Navigation
Execution & UI Systematization
Design Feasibility Review: Before engaging my team, an external agency was hired to translate the new Brand Design into a digital proposal. This design, however, failed to follow common UX patterns, lacked UI consistency, and was based on complex components that lacked development feasibility within the WordPress platform. We reviewed the external agency’s initial screen proposals, identifying where it lacked UX patterns and development feasibility.
Brand-to-Digital Translation: Translation of the abstract brand design definition into a concrete Website Design Library (component definitions in Figma). This ensured UI consistency across all pages, enabling fast implementation within the tight 4-month deadline.
Visual Consistency: Consistent image language definition (using AI-generated concepts) together with the Visual Designer. This established a standardized, high-quality look for all visual assets.
Standards Adherence: Ensured all final designs fulfilled necessary accessibility guidelines (WCAG) and cookie standards before handoff.
Marketing Integration: Design adaptation for integrated marketing tools, specifically creating design templates for Unbounce (landing pages) and Trendemon (marketing banners).
Mobile Website Experience
First agency proposal how to translate the new brand design into digital
Callout component of design system in different variations for desktop and mobile
The Outcome / Impact
The Final Solution: Launch of a responsive, accessible website, for all countries, unified under the new brand identity, built on a feasible component library.
Results & Metrics: Successful on-time launch (4 months), unified brand experience, increased stability and usability, and establishment of a repeatable component library for future agency work.