The original Prezzee Business website no longer reflected the strength of our product or the value we delivered to clients. The content was limited, the navigation unclear, and the overall experience failed to inspire confidence.

Internally, the Sales team found it difficult to rely on the site as a credible tool. Externally, customers were frustrated by the lack of information and clarity. Data confirmed this — 60% of users reported they couldn’t find what they were looking for.

We needed to reimagine the website as a strategic sales and brand platform, not just a static marketing asset.

Our goal was to create a website that delivered on four key objectives:

• Position Prezzee as the leading digital gifting solution
• Generate high-quality leads and reduce reliance on manual sales outreach
• Make it easy for users to find relevant information based on their needs
• The website is self-serve, reducing reliance on the sales team

From a brand perspective, we made a deliberate shift to return to our core identity. While previous versions of the site used purple to differentiate the B2B offering, our competitive research showed that Prezzee’s signature red stood out far more clearly in market. We brought red back into the visual language to reconnect the business platform with the strength of our master brand.

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We engaged a creative agency to support design and Webflow development, while I led the strategy, structure and direction of the project internally.

To align content with real customer needs, I conducted workshops with Sales teams across Australia, the UK and the US. Through these sessions, we uncovered four common use cases that mapped directly to how clients engaged with our platform:

• Employee engagement
• Customer acquisition and loyalty
• Sales and incentives
• Relief and aid
  

This insight informed a new navigation structure that allowed users to explore by either product or use case, creating a more intuitive and tailored experience.

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The Outcome

The redesigned site marked a step change in both brand perception and user experience:

• A modern, visually engaging website with dual navigation pathways and refined content
• A 50% improvement in user success, with Hotjar data showing that users struggling to find information dropped from 60% to 30%
• Strong internal alignment, with Sales actively using and championing the new site
• A cohesive brand presence that unified B2B and B2C under a single, elevated design standard
  

When I presented the updated direction to the Prezzee board, the response was overwhelmingly positive — including a rare round of applause. That moment reflected not only trust in the work, but a broader shift in how the business viewed brand, design and customer experience.

What it Unlocked

This project redefined expectations for digital experience at Prezzee. It gave the Sales team a tool they could confidently use, improved how customers understood our value, and laid the foundation for an upcoming brand refresh. More than a website, it became a turning point in brand maturity and design leadership within the business.

Link to live project