Sitelytics
Role
Role
UX Research
UX Strategy
UI Design
UX Research
UX Strategy
UI Design
Deliverables
Deliverables
Mobile App
Landing Page
Mobile App
Landing Page
Duration
Duration
2 months
2 months
Tools
Tools
Figma
Manus
Figma
Manus
Industry
Industry
Productivity
Productivity
INTRODUCTION
INTRODUCTION
Sitelytics is a comprehensive website audit application designed to help business owners quickly assess the health and effectiveness of their websites.
This project focused on designing a website audit app and its acquisition experience, including landing pages, squeeze pages, and a mobile app that simplifies complex website data into clear, actionable insights while supporting the business’s growth model.
Sitelytics is a comprehensive website audit application designed to help business owners quickly assess the health and effectiveness of their websites.
This project focused on designing a website audit app and its acquisition experience, including landing pages, squeeze pages, and a mobile app that simplifies complex website data into clear, actionable insights while supporting the business’s growth model.
CHALLENGE
Small business owners often sense that their website isn’t performing as it should, but they don’t know why, where the problem is, or what to fix first. Traditional website audit tools overwhelm users with technical jargon, raw metrics, and long reports that feel inaccessible to non-technical audiences.
At the same time, the founders of this product were building a service business that connects companies with vetted experts who can fix website issues. They needed a scalable, low-friction entry point that would both help small businesses immediately and bridge them to expert support when needed. We had two challenges to solve:
CHALLENGE
Small business owners often sense that their website isn’t performing as it should, but they don’t know why, where the problem is, or what to fix first. Traditional website audit tools overwhelm users with technical jargon, raw metrics, and long reports that feel inaccessible to non-technical audiences.
At the same time, the founders of this product were building a service business that connects companies with vetted experts who can fix website issues. They needed a scalable, low-friction entry point that would both help small businesses immediately and bridge them to expert support when needed. We had two challenges to solve:
Creating a simple, non-technical app
Creating a simple, non-technical app
By emphasizing clarity, prioritization, and guidance, Sitelytics supports both technical and non-technical users in making informed decisions. The product is designed not just to surface problems, but to build confidence , enabling users to move from analysis paralysis to meaningful improvement with minimal friction.
We started by tackling two main challenges:
By emphasizing clarity, prioritization, and guidance, Sitelytics supports both technical and non-technical users in making informed decisions. The product is designed not just to surface problems, but to build confidence , enabling users to move from analysis paralysis to meaningful improvement with minimal friction.
We started by tackling two main challenges:
User Experience Challenge
How might we help users quickly understand the health of their website?
User Experience Challenge
How might we help users quickly understand the health of their website?
Business & Growth Challenge
How might we bridge the gap between website diagnosis and resolution?
Business & Growth Challenge
How might we bridge the gap between website diagnosis and resolution?
PRODUCT FEATURES
PRODUCT FEATURES
Simplifying the Audit Experience
Simplifying the Audit Experience
The designs went through even more iterations, after testing and more research, and we ended up creating:
A website audit app that scans individual website pages
An overall website health score that summarizes page performance
A report dashboard showing all scanned pages and their issues
A human-assisted review flow for deeper guidance
Landing and squeeze pages optimized to convert small business owners
The designs went through even more iterations, after testing and more research, and we ended up creating:
A website audit app that scans individual website pages
An overall website health score that summarizes page performance
A report dashboard showing all scanned pages and their issues
A human-assisted review flow for deeper guidance
Landing and squeeze pages optimized to convert small business owners
Onboarding Simplification
Onboarding Simplification
A simple onboarding to allow users get straight to auditing their website
A simple onboarding to allow users get straight to auditing their website
Home Screen
Home Screen
Users start by entering their main website URL, then manually add additional pages they want to scan (e.g. Homepage, Services, Contact).
Each page:
Is scanned individually
Receives its own performance score
Can be rescanned after changes are made
Users start by entering their main website URL, then manually add additional pages they want to scan (e.g. Homepage, Services, Contact).
Each page:
Is scanned individually
Receives its own performance score
Can be rescanned after changes are made
Scanning Flow
Scanning Flow
To keep users engaged during scanning, minor animations were added to let the user know the status of the scanning process
To keep users engaged during scanning, minor animations were added to let the user know the status of the scanning process
Issue Prioritization & Color coding
Issue Prioritization & Color coding
The scan summary is the most important part of this app, as it’s where the user gets a detailed report summary of their website, along with the priority levels of the issues found.
The scan summary is the most important part of this app, as it’s where the user gets a detailed report summary of their website, along with the priority levels of the issues found.
Report Dashboard
Report Dashboard
A dashboard that allows users to view their scan history, and allows them edit or delete a URL
A dashboard that allows users to view their scan history, and allows them edit or delete a URL
Page-Level Insights
Page-Level Insights
Below the summary:
Each scanned page is listed
Pages are subtly color-coded using semantic status colors
Users can view detailed issues or rescan pages individually
Below the summary:
Each scanned page is listed
Pages are subtly color-coded using semantic status colors
Users can view detailed issues or rescan pages individually
Hire A Pro
Hire A Pro
When the user is done viewing their website issues, they proceed to this screen to submit their review request. it’s also at this point that they are prompted to sign up/sign in
When the user is done viewing their website issues, they proceed to this screen to submit their review request. it’s also at this point that they are prompted to sign up/sign in
Expert Review Handoff (AI → Human)
Expert Review Handoff (AI → Human)
A dashboard that allows users to view their scan history, and allows them edit or delete a URL
A dashboard that allows users to view their scan history, and allows them edit or delete a URL
Expert Review Handoff
(AI → Human)
A dashboard that allows users to view their scan history, and allows them edit or delete a URL
RESEARCH
RESEARCH
User & Market Research
User & Market Research
To ground the research insights within the broader ecosystem, we conducted a lightweight market review of existing website audit and analytics tools. The goal was not to replicate competitor features, but to understand prevailing patterns, assumptions, and gaps in how site performance insights are communicated to users.
Our observations helped frame where Sitelytics could differentiate: not by offering more metrics, but by making audits more approachable, actionable, and decision-oriented.
To ground the research insights within the broader ecosystem, we conducted a lightweight market review of existing website audit and analytics tools. The goal was not to replicate competitor features, but to understand prevailing patterns, assumptions, and gaps in how site performance insights are communicated to users.
Our observations helped frame where Sitelytics could differentiate: not by offering more metrics, but by making audits more approachable, actionable, and decision-oriented.
Target Audience
Small business owners and solo founders
Non-technical or semi-technical users
Businesses relying on their website for leads or sales
These users often know something is wrong with their website, but don’t know what, why, or what to fix first.
Target Audience
Small business owners and solo founders
Non-technical or semi-technical users
Businesses relying on their website for leads or sales
These users often know something is wrong with their website, but don’t know what, why, or what to fix first.
Competitors
Competitors
Questions asked during the ideation process
Questions asked during the ideation process
Would a user still hire our talents after getting results from the app?
Would a user still hire our talents after getting results from the app?
If there’s a share or download option, how sure are we that the users won’t abandon our app and hire other talents?
If there’s a share or download option, how sure are we that the users won’t abandon our app and hire other talents?
How do we make sure users stay engaged on the app and proceed to hire one of our talents?
How do we make sure users stay engaged on the app and proceed to hire one of our talents?
How do we make sure we’re able to generate leads before a user exits the app?
How do we make sure we’re able to generate leads before a user exits the app?
How do we make sure that users keep coming back and have our app at the top of their mind?
How do we make sure that users keep coming back and have our app at the top of their mind?
How do we make sure users don’t try to solve their website issues on their own?
How do we make sure users don’t try to solve their website issues on their own?
Customer Insights
Customer Insights
Audit tools overwhelm users with data
Most existing tools surface dozens of metrics without explaining:
What actually matters
Which issues affect revenue
What to prioritize
This leaves users informed, but not confident.
Audit tools overwhelm users with data
Most existing tools surface dozens of metrics without explaining:
What actually matters
Which issues affect revenue
What to prioritize
This leaves users informed, but not confident.
Small business owners think in outcomes, not metrics
Users care less about technical scores and more about:
“Is my website healthy?”
“Is this costing me customers?”
“What should I fix first?”
Small business owners think in outcomes, not metrics
Users care less about technical scores and more about:
“Is my website healthy?”
“Is this costing me customers?”
“What should I fix first?”
Design and performance are often disconnected from business impact
Many tools focus on SEO or speed in isolation, without tying issues back to:
Conversion
Visibility
Customer trust
This created an opportunity to frame audits around revenue impact, not just performance.
Design and performance are often disconnected from business impact
Many tools focus on SEO or speed in isolation, without tying issues back to:
Conversion
Visibility
Customer trust
This created an opportunity to frame audits around revenue impact, not just performance.
There’s a trust gap between insights and execution
Even when users understand what’s wrong, they often:
Don’t know how to fix it
Don’t trust themselves to do it correctly
Need expert reassurance
This insight informed the “Get Expert Help” pathway and the app’s role as a bridge to external talent.
There’s a trust gap between insights and execution
Even when users understand what’s wrong, they often:
Don’t know how to fix it
Don’t trust themselves to do it correctly
Need expert reassurance
This insight informed the “Get Expert Help” pathway and the app’s role as a bridge to external talent.
There’s a trust gap between insights and execution
Even when users understand what’s wrong, they often:
Don’t know how to fix it
Don’t trust themselves to do it correctly
Need expert reassurance
This insight informed the “Get Expert Help” pathway and the app’s role as a bridge to external talent.
These insights shaped three core product decisions:
1.A website-level health score for quick orientation
2.Page-level scans and scores for focused action
3.A clear hand-off from AI insights to human expertise
The product was designed not just to diagnose problems, but to guide users toward meaningful improvement.
These insights shaped three core product decisions:
1.A website-level health score for quick orientation
2.Page-level scans and scores for focused action
3.A clear hand-off from AI insights to human expertise
The product was designed not just to diagnose problems, but to guide users toward meaningful improvement.
RESEARCH
RESEARCH
How might we help users quickly understand the health of their website by simplifying complex audit data into clear, actionable insights?
How might we help users quickly understand the health of their website by simplifying complex audit data into clear, actionable insights?
Many small business owners invest time and money into building visually appealing websites, yet still experience low engagement and poor conversions. Existing website audit tools often overwhelm non-technical users with dense metrics, jargon, and long reports, making it difficult to identify what actually matters or where to start. As a result, users are left with data, but no clarity, and no clear path to improvement.
Many small business owners invest time and money into building visually appealing websites, yet still experience low engagement and poor conversions. Existing website audit tools often overwhelm non-technical users with dense metrics, jargon, and long reports, making it difficult to identify what actually matters or where to start. As a result, users are left with data, but no clarity, and no clear path to improvement.
User Problem
Website looks fine but doesn’t convert
No clear way to know what’s wrong
Existing audit tools feel technical and overwhelming
User Problem
Website looks fine but doesn’t convert
No clear way to know what’s wrong
Existing audit tools feel technical and overwhelming
User Goals
Quickly understand the health of their website
Know what to fix first
Feel confident, not overwhelmed
Identify which pages are causing problems
Receive clear, non-technical guidance
User Goals
Quickly understand the health of their website
Know what to fix first
Feel confident, not overwhelmed
Identify which pages are causing problems
Receive clear, non-technical guidance
Business Problem
Founders needed a scalable way to:
Attract qualified leads
Demonstrate expertise early
Convert users into paid services
Business Problem
Founders needed a scalable way to:
Attract qualified leads
Demonstrate expertise early
Convert users into paid services
Business Goals
Capture qualified leads
Build trust before sales conversations
Encourage expert review requests
Educate users before offering services
Business Goals
Capture qualified leads
Build trust before sales conversations
Encourage expert review requests
Educate users before offering services
Business Problem
Founders needed a scalable way to:
Attract qualified leads
Demonstrate expertise early
Convert users into paid services
Business Goals
Capture qualified leads
Build trust before sales conversations
Encourage expert review requests
Educate users before offering services
User Journey
We designed the journey to move users from ‘What’s wrong?’ to ‘What should I do next?’ by simplifying complex metrics into understandable insights and clear actions, without overwhelming non-technical users.
User Journey
We designed the journey to move users from ‘What’s wrong?’ to ‘What should I do next?’ by simplifying complex metrics into understandable insights and clear actions, without overwhelming non-technical users.
DESIGN IDEATION
DESIGN IDEATION
Wireframes
Wireframes
Before moving into visual design, we created wireframes to map out the content flow, prioritize essential information, and visualize how each section would guide users toward signing up. This stage helped simplify the experience and remove unnecessary friction points identified during research. Here’s a snapshot of the wireframe and landing page sections.
Before moving into visual design, we created wireframes to map out the content flow, prioritize essential information, and visualize how each section would guide users toward signing up. This stage helped simplify the experience and remove unnecessary friction points identified during research. Here’s a snapshot of the wireframe and landing page sections.
DESIGN ITERATIONS
DESIGN ITERATIONS
Design Decisions & Iterations
Design Decisions & Iterations
Early versions of the app were overly technical, making it difficult for non-technical users to understand what the results actually meant. We redesigned the audit output into clear, digestible categories and applied
a strong visual hierarchy, starting with high-level website health insights and progressively revealing deeper details only when needed. This helped users quickly grasp what was happening without feeling overwhelmed.
The product went through multiple rounds of iteration informed by stakeholder feedback, usability testing, and additional research. Many design decisions focused on improving clarity, simplifying the user flow, and better aligning the experience with how small business owners think and make decisions. Iteration is ongoing, and the designs continue to evolve as we test, learn, and refine the experience.
Early versions of the app were overly technical, making it difficult for non-technical users to understand what the results actually meant. We redesigned the audit output into clear, digestible categories and applied
a strong visual hierarchy, starting with high-level website health insights and progressively revealing deeper details only when needed. This helped users quickly grasp what was happening without feeling overwhelmed.
The product went through multiple rounds of iteration informed by stakeholder feedback, usability testing, and additional research. Many design decisions focused on improving clarity, simplifying the user flow, and better aligning the experience with how small business owners think and make decisions. Iteration is ongoing, and the designs continue to evolve as we test, learn, and refine the experience.
Colour change:
We initially explored a teal green palette, but it quickly became clear that it didn’t align with the purpose or tone of the product. The color felt too calm and understated for an app designed to highlight issues and prompt action.
After a focused brainstorming and exploration session, we refined the palette to a primary orange with a secondary blue. This combination better supported the app’s goals: orange drawing attention to critical insights and actions, while blue provided balance, trust, and clarity throughout the experience.
Colour change:
We initially explored a teal green palette, but it quickly became clear that it didn’t align with the purpose or tone of the product. The color felt too calm and understated for an app designed to highlight issues and prompt action.
After a focused brainstorming and exploration session, we refined the palette to a primary orange with a secondary blue. This combination better supported the app’s goals: orange drawing attention to critical insights and actions, while blue provided balance, trust, and clarity throughout the experience.
Audit Summary:
This page went through multiple iterations to reduce complexity. Elements like a favicon and fix-progress indicator were initially explored to add emotional context, but were ultimately removed to keep the experience focused and simple. Progress updates were moved to email to avoid clutter.
Audit Summary:
This page went through multiple iterations to reduce complexity. Elements like a favicon and fix-progress indicator were initially explored to add emotional context, but were ultimately removed to keep the experience focused and simple. Progress updates were moved to email to avoid clutter.
Changed scanning effect:
We added more animation when we realized the scanning process was taking longer than normal, and this would bore the users and make them abandon the app. we also added a “Stop Scan” to allow users edit their URL in case the scanning process is taking too long.
Changed scanning effect:
We added more animation when we realized the scanning process was taking longer than normal, and this would bore the users and make them abandon the app. we also added a “Stop Scan” to allow users edit their URL in case the scanning process is taking too long.
Removed filtering option:
The filter option was added to allow users search through several categories of reports i.e , however it was viewed as too complicated for the MVP.
Removed filtering option:
The filter option was added to allow users search through several categories of reports i.e , however it was viewed as too complicated for the MVP.
Reduced onboarding to 1 screen:
This was done in order to reduce friction for a new user who is signing up for the first time. The USP was rewritten to fit into one screen instead. This will undergo further testing to validate our assumptions.
Reduced onboarding to 1 screen:
This was done in order to reduce friction for a new user who is signing up for the first time. The USP was rewritten to fit into one screen instead. This will undergo further testing to validate our assumptions.
Added check marks similar to “to-do” lists to keep the app simple and familiar to users:
The old report dashboard had a lot of technical symbols and languages that would have been hard for our target users to understand. The check boxes are more familiar and easy for users to make a selection and proceed to the next task.
Added check marks similar to “to-do” lists to keep the app simple and familiar to users:
The old report dashboard had a lot of technical symbols and languages that would have been hard for our target users to understand. The check boxes are more familiar and easy for users to make a selection and proceed to the next task.
Added email lead generation:
This was added at the crucial moment “AHA MOMENT”. Once the user is shown the results of their scan, a pop up emerges, requesting for their email.
Added email lead generation:
This was added at the crucial moment “AHA MOMENT”. Once the user is shown the results of their scan, a pop up emerges, requesting for their email.
Removed tabs for “Fix” and “Report”:
We went with a more straightforward option for the report dashboard to avoid complicating the user experience. A simple dashboard that just shows a history of all scans was preferred as it allows the user view all details for a particular scan.
Removed tabs for “Fix” and “Report”:
We went with a more straightforward option for the report dashboard to avoid complicating the user experience. A simple dashboard that just shows a history of all scans was preferred as it allows the user view all details for a particular scan.
Removed request form:
After testing, we realized that users were confused about this process and there was a lot of drop off at this stage, which is also a very crucial stage because this is where the users are prompted to create an account. So we decided to design a more intuitive flow to ease the process.
Removed request form:
After testing, we realized that users were confused about this process and there was a lot of drop off at this stage, which is also a very crucial stage because this is where the users are prompted to create an account. So we decided to design a more intuitive flow to ease the process.
Discover new URL:
During the most recent iteration, it was decided that users should scan pages individually, instead of scanning the whole website. So we added a feature to allow them see other important pages they can scan after their first initial scan. We believe this tactic will keep them glued to the app, and also improve the scan time and efficiency.
Discover new URL:
During the most recent iteration, it was decided that users should scan pages individually, instead of scanning the whole website. So we added a feature to allow them see other important pages they can scan after their first initial scan. We believe this tactic will keep them glued to the app, and also improve the scan time and efficiency.
De-prioritized Notifications:
Notifications were initially planned for the app, but after stakeholder discussions, they were removed from the MVP to focus on higher-priority features.
De-prioritized Notifications:
Notifications were initially planned for the app, but after stakeholder discussions, they were removed from the MVP to focus on higher-priority features.
Goals and Success Metrics decided upon
Goals and Success Metrics decided upon
Reduce overwhelm during audits
Reduce overwhelm during audits
Help users quickly identify high-impact issues
Help users quickly identify high-impact issues
Guide users from diagnosis → action
Guide users from diagnosis → action
Increase scan completion and expert review requests
Increase scan completion and expert review requests
Actions should feel safe and reversible
Actions should feel safe and reversible
Conversion from audit to expert review request
Conversion from audit to expert review request
Landing page form completion rate
Landing page form completion rate
Scan completion rate and number of pages added per website
Scan completion rate and number of pages added per website
MARKETING THE PRODUCT
MARKETING THE PRODUCT
Driving the right users into the product
Driving the right users into the product
While creating the app, the team had to build a landing page, as well as a squeeze page and waitlist page to prepare our intended users for the product launch.
From a business perspective:
The founders needed a scalable way to attract qualified leads
Prospective clients often didn’t understand their website problems well enough to seek help
There was no clear entry point to move users from awareness → diagnosis → expert assistance
The challenge was to design a product that delivers real value to users while naturally guiding them toward expert services:
Visitor → Audit → Insight → Trust → Expert Help → Conversion
While creating the app, the team had to build a landing page, as well as a squeeze page and waitlist page to prepare our intended users for the product launch.
From a business perspective:
The founders needed a scalable way to attract qualified leads
Prospective clients often didn’t understand their website problems well enough to seek help
There was no clear entry point to move users from awareness → diagnosis → expert assistance
The challenge was to design a product that delivers real value to users while naturally guiding them toward expert services:
Visitor → Audit → Insight → Trust → Expert Help → Conversion
Landing Page
Landing Page
The landing and squeeze pages were designed to educate small business owners and capture their attention through revenue-focused messaging, which would driver users to run a free scan using the app.
The landing and squeeze pages were designed to educate small business owners and capture their attention through revenue-focused messaging, which would driver users to run a free scan using the app.
Squeeze Page
Squeeze Page
The Squeeze page was a collaboration between the design team and the sales/marketing team. The goal was to lead with lost revenue, not features.
The Squeeze page was a collaboration between the design team and the sales/marketing team. The goal was to lead with lost revenue, not features.
Waitlist Page
Waitlist Page
The Waitlist page was created to act as a sales funnel for potential users
The Waitlist page was created to act as a sales funnel for potential users
Email Templates
Email Templates
We also introduced email templates for several actions i.e sign up email, welcome email, etc. This keeps the users in the loop and also allows us stay connected to them.
We also introduced email templates for several actions i.e sign up email, welcome email, etc. This keeps the users in the loop and also allows us stay connected to them.
DESIGN SYSTEM
Visual Identity
Visual Identity
The colours used for the Palmlingo app were chosen to create a cool, warm, and inspiring experience for the users.
The colours used for the Palmlingo app were chosen to create a cool, warm, and inspiring experience for the users.
Colour Style
Logo
Components
Typography (Rethink Sans)
Components (Buttons)
Colour Style
Logo
Components
Typography (Inter)
Components (Buttons)
REFLECTION
REFLECTION
What I learned
What I learned
This project stretched me in meaningful ways, as it required leading a large cross-functional team of over 70 developers, product owners, designers, product managers, quality assurance engineers, automation specialists, graphic designers, and marketers.
I learned that clarity matters far more than complexity, and users want quick understanding, not data overload. Strong visual hierarchy is essential when designing data-heavy tools.
Working closely with developers, PMs, and QA early in the process showed me how much cross-functional collaboration improves product quality and prevents unnecessary redesigns.
I also saw how actionable, easy-to-understand recommendations build trust and provide more value than raw metrics alone. Most importantly, the experience strengthened my leadership skills, teaching me how to balance constraints, prioritize realistically, and keep the entire team aligned around a shared product vision.
This project stretched me in meaningful ways, as it required leading a large cross-functional team of over 70 developers, product owners, designers, product managers, quality assurance engineers, automation specialists, graphic designers, and marketers.
I learned that clarity matters far more than complexity, and users want quick understanding, not data overload. Strong visual hierarchy is essential when designing data-heavy tools.
Working closely with developers, PMs, and QA early in the process showed me how much cross-functional collaboration improves product quality and prevents unnecessary redesigns.
I also saw how actionable, easy-to-understand recommendations build trust and provide more value than raw metrics alone. Most importantly, the experience strengthened my leadership skills, teaching me how to balance constraints, prioritize realistically, and keep the entire team aligned around a shared product vision.
OTHER PROJECTS
