SaaS

Website Redesign

Nextiva.com is the primary digital platform for Nextiva, a business communications company providing cloud-based solutions including VoIP phone systems, unified communications, contact center software, CRM tools, and customer experience management solutions.

 

The project focused on a complete website redesign aimed at modernizing the visual identity, simplifying navigation, and improving clarity across a highly complex product offering.

 

I worked as a Senior Web Designer within a cross functional team, contributing to the redesign of core pages, layout systems, and UI patterns to create a more intuitive and conversion focused experience.

 

For

Nextiva

 

Role

Web Designer

 

Duration

~4 months

 

Year

2024.

My Role & Responsibilities

As a Senior Web Designer, I contributed to the strategic and visual redesign of Nextiva.com.

 

Responsibilities included:

 

  • Restructuring page layouts and information hierarchy
  • Designing modular UI sections
  • Contributing to navigation simplification
  • Creating high-fidelity UI designs
  • Ensuring responsive behavior consistency
  • Collaborating with development during implementation
  • Participating in stakeholder review sessions

This redesign demonstrates

  • Ability to manage high-content, high-complexity platforms
  • Structural and systems thinking
  • Conversion-aware design decision-making
  • Cross-functional collaboration
  • Scalable layout architecture

What I Learned

This project reinforced:

 

  • The importance of structural thinking in complex SaaS websites
  • The impact of visual hierarchy on conversion
  • The necessity of balancing marketing goals with usability
  • The value of modular systems in large-scale web platforms

Problem & Goals

Business Problem

Nextiva offers multiple communication and customer experience products targeting different business segments (SMB, mid-market, enterprise). Over time, the website became content-heavy and structurally complex, making it difficult for users to:

 

  • quickly understand product differences
  • identify relevant solutions
  • navigate efficiently
  • convert confidently

Redesign Goals

Modernize the visual language.

 

  • Simplify complex navigation structures.
  • Improve product clarity and hierarchy.
  • Increase usability across device sizes.
  • Create a scalable layout system for future content growth.
  • Support marketing and conversion objectives.

Team & Collaboration

The redesign was executed by a collaborative team including:

 

  • Senior Web Designers (including my role)
  • Marketing stakeholders
  • Developers
  • Product and business teams

 

Weekly alignment meetings ensured:

 

  • visual direction consistency
  • content clarity
  • technical feasibility
  • marketing objective alignment

 

Collaboration with development teams ensured smooth implementation of

updated layouts and UI patterns.

Inputs & Constraints

The project operated within several constraints:

 

  • Large volume of existing content
  • Multiple product verticals
  • SEO considerations
  • Marketing-driven page structures
  • Established brand recognition
  • Cross-device responsiveness requirements

 

The redesign had to balance innovation with brand continuity.

Design Process

The redesign was approached systematically, focusing on structure before aesthetics.

Content & Structure Analysis

We analyzed:

 

  • existing page hierarchies
  • product segmentation
  • navigation complexity
  • content density

 

The goal was to identify friction points and simplify decision-making paths.

Information Architecture Refinement

Navigation was restructured to:

 

  • reduce cognitive overload
  • clarify product categories
  • create clearer pathways to solutions
  • improve top-level menu clarity

 

Mega menu structures and page grouping were optimized for better discoverability.

Layout System Definition

A modular layout system was introduced to:

 

  • standardize section spacing
  • improve visual hierarchy
  • increase scannability
  • support reusable marketing blocks

 

This enabled consistency across landing pages, product pages, and solution pages.

Wireframing & Iteration

Low-fidelity wireframes were used to test:

 

  • section flow
  • headline hierarchy
  • CTA placement
  • information grouping

 

Iterations were reviewed internally before moving to high-fidelity UI.

Responsive Design Optimization

Given the scale of traffic across devices, responsive behavior was carefully designed:

  • adaptive navigation
  • stacked layout logic
  • mobile CTA prioritization
  • optimized readability on smaller screens

Responsive Design Optimization

Given the scale of traffic across devices, responsive behavior was carefully designed:

  • adaptive navigation
  • stacked layout logic
  • mobile CTA prioritization
  • optimized readability on smaller screens

Outcome & Impact

The redesign resulted in:

 

  • A modernized and cohesive visual identity
  • Improved clarity across complex product offerings
  • Simplified navigation and improved content structure
  • A scalable layout system for future growth
  • Better cross-device usability

 

The new design elevated the brand perception while supporting business and conversion objectives.

Previous

Lufthansa Cargo

Next

PCS Systemtechnik GmbH

© 2026 djokicnenad. Designed and crafted in

Figma