Design Lead
UX Case Study · Website Redesign · Enterprise B2B
Rebuilding
Cincom.com
for the enterprise.
A full UX/UI overhaul of Cincom Systems' marketing website following acquisition by PartnerOne, modernising a 25-year-old digital presence to meet enterprise standards, WCAG accessibility, and modern B2B buyer expectations.
Company founded
58 years ago
Site age at redesign
25+ years
Team
1 designer, end-to-end
Project scope
Heuristic UX audit
Full site evaluation against enterprise SaaS benchmarks
Information architecture
Full site evaluation against enterprise SaaS benchmarks
Visual design
High-fidelity screens for all key page types
Design system
Component library & token set for scalable brand consistency
Accessibility
WCAG compliance, alt tags, favicon, focus states
Stakeholder alignment
PartnerOne brand integration post-acquisition
DISCOVERY
6 problems found in the audit
A heuristic audit uncovered six critical failures across design, content, and technical quality. From outdated visuals and inconsistent branding to missing product screenshots and broken navigation, the site gave enterprise buyers no clear path to understanding Cincom's value independently.
01
Outdated design language
Visual design hadn't evolved since the early 2000s. Typography, spacing, and component styles were misaligned with modern B2B enterprise standards.
02
Inconsistent branding
Brand colours, fonts, and tone varied across pages. No unified design system or component library was in use anywhere on the site.
03
No industry focus
Despite serving manufacturing, finance, insurance, and healthcare; zero industry-specific pages existed. Prospects couldn't see their use cases reflected.
04
No product screenshots
Product sections relied on stock photography. Buyers had no way to evaluate the actual UI or product quality before contacting sales.
05
Minimal product video
Complex enterprise software with almost no demo videos or product walkthroughs, making it impossible for buyers to understand value independently.
06
Navigation issues
Header placement was visually disconnected from content. No primary CTAs in navigation. Essential links absent from the footer entirely.
BEFORE & AFTER
The visual transformation
The redesign introduced a cleaner visual hierarchy, consistent typography, and intentional whitespace, replacing a dense stats grid with scannable metric cards and a dedicated demo section that guides enterprise buyers through the product without friction.
BEFORE
AFTER
.jpg)
.jpg)
REFLECTION
What I learnt
Every project teaches you something the brief never mentions. The Cincom redesign gave me four.
01
Outdated design language
Visual design hadn't evolved since the early 2000s. Typography, spacing, and component styles were misaligned with modern B2B enterprise standards.
02
In B2B, showing beats telling
One product screenshot replaced more doubt than a page of copy. Product UI is a trust signal. Enterprise buyers don't commit to what they can't evaluate. Visual evidence is a decision-making tool, not decoration.
03
Accessibility is never optional
Missing alt tags and no favicon on a 58-year-old enterprise site are signal failures — they impact SEO and legal compliance directly. Accessible work isn't a nice-to-have, whether or not it's written into the brief.
04
Specificity converts; generics don't
Industry pages unlock empathy at scale. Generic messaging forces every visitor to self-translate. Landing pages that speak to a vertical convert better — and signal the product was built with that world in mind.