Orash Website Redesign
Rebuilding the digital experience around an evolving product and a refreshed brand
Role: Senior Product Designer
Duration: ~3 Months
Team: In-house Product, Development, Business & Support Teams
Design: Figma
Platform: WordPress / Custom Theme
Page 01 — The Context
The product had evolved. The website hadn’t.
Orash had changed significantly over the years. What started as a more traditional financial software offering had grown into a mature ecosystem of financial and business solutions, supported by a broader product strategy, new commercial models, and a much clearer understanding of its market.
The website, however, was still representing an earlier version of the company.
As part of a broader initiative to modernize and rejuvenate the Orash brand, our internal strategy team decided that the digital experience needed to evolve alongside the product. This was not intended to be a visual refresh of an existing website. It became an opportunity to reconsider how Orash presents its products, communicates value, and guides potential customers toward the right solution.
The transformation started with the brand itself.
We refreshed the logo, typography, and visual language to create a more flexible and contemporary identity. But applying a new visual system to the existing website would not solve the underlying problems. Before redesigning the interface, we needed to understand whether the website still matched the people it was supposed to serve.
Understanding the gap
We began by revisiting our audience.
Using insights and data from the business, support, and development teams, we conducted user research across several groups connected to the Orash ecosystem.
Our research included existing customers, users, sales representatives, instructors, internal team members, and potential customers looking for financial and accounting solutions.
Surveys and structured feedback helped us understand their expectations, priorities, concerns, and how they perceived both the product and the company.
We then used these findings to shape and refine our personas.
When we mapped those personas against the existing website experience, the problem became much clearer:
There was a growing gap between what Orash had become, what its audience needed, and what the website communicated.
Page 02 — From Redesign to Realignment
The challenge was bigger than UI
The existing website had accumulated several usability and communication problems over time.
Mobile responsiveness was inadequate for an increasingly important part of the audience. Content hierarchy did not consistently guide visitors toward meaningful actions. The homepage lacked strong visual anchors and interactive moments that could help users understand the product while maintaining their attention.
More importantly, the website’s visual language no longer represented the newly refreshed Orash identity.
But design was only one layer of the problem.
As the company and its products evolved, the content had also become outdated. Product positioning had changed, sales plans had been restructured, and the business team had introduced new commercial and pricing requirements.
This meant we couldn’t simply redesign individual screens.
We had to reconsider the information architecture, content hierarchy, navigation, product presentation, conversion paths, responsive behavior, and visual system as one connected experience.
What we set out to change
The redesign was shaped around four primary objectives:
01 — Improve the user experience
Create clearer journeys and make it easier for different audiences to understand Orash, explore its solutions, and find the information relevant to them.
02 — Increase engagement and conversion
Transform the website from a mostly informational presence into an experience designed around meaningful user actions and stronger conversion paths.
03 — Bring the new brand to life
Translate the refreshed logo, typography, and visual identity into a coherent digital system rather than simply applying a new visual layer to old structures.
04 — Build for the next stage of Orash
Create a flexible website structure that supports evolving products, content, pricing models, campaigns, and future business requirements.
My role
As the Senior Product Designer within Orash’s development team, I led the product design work for the website redesign over approximately three months.
My responsibility extended from interpreting research and internal business requirements to restructuring the experience and delivering the final interface designs in Figma.
The project was developed entirely in-house, with close collaboration across product, development, business, and support teams. The final experience was implemented as a custom WordPress theme.
More than a new website
The goal was never simply to make Orash look newer.
The redesign became an exercise in aligning three things that had gradually moved apart:
The product Orash had become.
The expectations of its audience.
And the way the brand presented itself online.
That alignment became the foundation for every decision that followed—from information architecture and content strategy to interaction patterns, responsive behavior, and the final visual experience.
Next: Research → Personas → Information Architecture → Design Exploration → Final Experience → Impact
