STONE ZONE
WHO THEY ARE
The client had a website that wasn’t working and didn’t know why. Rather than propose a redesign on instinct, the honest first deliverable was a diagnosis.
The audit found what usually causes this: slow loading, unclear navigation, no product segmentation and no credibility cues. A prettier site alone wouldn’t have fixed any of it.
THE BRIEF
Diagnose why an existing site underperformed, then show what the replacement should be.
WHAT I DID
Audited the site and identified UX gaps, slow load times and poor navigation. Delivered a redesign vision with clear product segmentation, mobile-first flow, credibility cues and SEO improvements — a strategic roadmap rather than a mockup.
THE THINKING
Diagnose before prescribing
Audited UX, load times and navigation first. Recommending a rebuild without evidence is guessing with the client’s money.
Show the delta
Presented old design against proposed design side by side, so the client could see the reasoning rather than take it on faith.
Deliver a roadmap
Mobile-first flow, product segmentation, credibility cues and SEO — sequenced by impact, so it could be executed in stages.