Introduction
This project arose from a collaboration with Eric Kauffman, CEO of Moonrise Software, to design the digital experience for his new technology services company.
The main challenge was not only to create a visually appealing site, but also to structure a clear experience that communicated technical confidence, commercial accessibility, creativity, and service scalability from the user's first contact.
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UX Objective
The aim was to solve a common problem in development companies:
non-technical users often perceive technological services as complex or inaccessible.
non-technical users often perceive technological services as complex or inaccessible.
Therefore, the experience had to:
- Explain complex services in a simple way.
- Build trust in the first few seconds.
- Facilitate decision-making for potential customers.
- Reduce friction in the contact process.
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Process
1. Brand Analysis
Before the visual design, the company's positioning was defined: a technical study, but approachable and understandable.
This resulted in:
- A color palette geared toward trust + innovation
- Modern typography with high legibility
- A logo adaptable to digital environments
- A consistent visual system to scale to future platforms
2. UI Design
The design focused on reducing cognitive load:
- Short, scannable sections
- Clear typographic hierarchies
- Ample white space
- Consistent components
- Visible but non-intrusive calls to action
Result
The project resulted in Custom WebArts, a full-stack studio focused on customized web development for the cloud, presented through a clear, accessible, and conversion-oriented experience.
The combination of brand strategy + UX made it possible to transform a complex technical service into a proposal that is understandable for any type of customer.
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