As part of Convex’s migration into the ServiceTitan ecosystem, I led the design migration of Convex’s flagship website. Throughout the project, I collaborated with a design lead, developers, CMS admins, and QA analysts to scale design decisions and ensure consistency across the full process. I was in charge of maintaining the design system, directing developer hand-offs, and leading the front-end review process to align with brand standards, improve responsiveness, and drive leads.
August 2024 – February 2025
Convex is a leading sales and marketing platform that serves digital-first businesses within commercial services, committed to empowering team growth and acceleration. The company’s flagship website allows users to discover software features, explore product outcomes, and request demos. Some of these updated pages are featured below:
As the main goal of the Convex redesign and redevelopment, our team aimed to improve the overall website experience and increase conversions. To support the mission, some of our main design objectives were to:
Create a usable and intuitive user experience
Establish visual alignment with other brands
Drive lead generation and maximize demo requests
While we aimed to develop a strong identity for the new website, it was also essential to ensure alignment with the flagship websites of ServiceTitan’s other brands – Aspire, FieldRoutes, and ServiceTitan itself. As the other websites had been refined to successfully drive leads, it offered us with a strong starting point.
I played an integral role in evolving Convex’s design system to increase efficiency for designers and ensure intuitiveness for developers. I extended the system by building out mobile versions of all desktop components, created global elements such as the header and footer, re-organizing the Figma file, and designing interaction states for foundational elements.
Beyond building the system, I worked with the design lead to establish translation of current components into new layouts, and transformed existing copy and assets into refreshed polished mock-ups. We collaborated with agencies, stakeholders, and copywriters on revising structure and content to improve clarity and conversion.
I focused heavily on consistency and usability across interactions, including navigational components and forms. I designed states including hover, collapsed, and active variations, and prototyped dropdown interactions for the navigation bar.
During development, I led the front-end review process to ensure that Figma designs were accurately implemented across all breakpoints. I addressed developer questions and conducted reviews for typography, spacing, interactions, and responsiveness. I also logged design feedback and bugs through creating and updating Jira tickets.
The redesign of the Convex website successfully launched across 300+ pages, ensuring a fully responsive and cohesive user experience across both desktop and mobile. The implementation of the updated design system improved consistency, while also balancing uniqueness and brand alignment within the ServiceTitan ecosystem.
The entire process was neither linear nor straightforward, and it allowed for significant learning opportunities along the way. At times, there were discrepancies between the initial Figma designs and how they turned out in development but we made it work! I constantly had to challenge what I knew, ask questions, and seek support from my teammates. It all helped me gain a better understanding of priorities and collaboration preferences – all of which shaped my perspective as a designer.
Prior to the Convex website migration, I have never had the opportunity to lead a project of this scale. While collaborating with other team members, I needed to make immediate calls on design decisions involving approaches, interactions, and visual improvements. I learned more about the website migration process, built trust with team members, and contributed to large-scale impact. As a Junior, it initially took a moment to solidify my role as the main point of contact, but eventually my teammates trusted me to make nearly all of the design decisions. That felt like a big win!
To illustrate the impact of my role, the screenshot below features a snippet of a message my colleague shared while internally announcing the launch of the website:
