Kander: UX Strategy to Launch a Scalable Salesforce Consultancy Site
Kander is a Salesforce consultancy that helps businesses navigate digital transformation. They needed a brand-new website to clearly communicate their services and position them as trusted advisors. I led research and information architecture strategy, designed modular components, and built a scalable foundation—turning a blank slate into a confident digital presence.
The Challenge: Shaping Strategy, Story, and Trust—From Scratch
Kander—a high-performing Salesforce consultancy—had no digital presence: no website, no brand story, and no content. This project wasn’t just a build. It was an identity.
The challenges we tackled included:
Clarifying Positioning – We had to translate technical Salesforce expertise into a narrative that was both accessible and compelling.
Establishing Credibility Through Design – With no prior online footprint, the site needed to immediately instill confidence in prospective clients.
Laying the Groundwork for Growth – The UX and content architecture had to support future services, team expansion, and sales enablement.
The stakes were high—this site wasn’t just a first impression. It was Kander’s first handshake with the digital world.
My Role in This Project
I led end-to-end UX and visual design for Kander’s first website—translating strategic goals into a clear site structure, cohesive brand story, and scalable digital presence built for growth.
Working on a small, agile team, I collaborated closely with the agency’s leadership to guide discovery, define the site architecture, and design modular components that aligned with messaging and content strategy. From initial wireframes to polished UI, I created a system that gave Kander a confident, professional foundation—establishing trust with clients and enabling future updates with ease.
While this case study highlights my full-spectrum design work, the site’s success reflects close collaboration across strategy, content, and leadership—partners listed further below.
Designing for — Companies Vetting Salesforce Partners
Kander’s new website wasn’t just a brand launch—it was a trust-building tool. Their clients weren’t browsing casually; they were businesses actively seeking a credible, capable Salesforce consultancy to support mission-critical systems. The site had to communicate clarity, capability, and confidence from the first click.
We focused on one primary audience:
Operational Stakeholders Leading Vendor Selection: These users—often IT managers, RevOps leads, or digital transformation sponsors—were under pressure to source a Salesforce partner who could deliver results without hand-holding. They needed streamlined messaging, clarity around offerings, and confidence that Kander could plug in and perform.
We built the UX strategy around a lean but focused persona, Maya, to reflect the motivations of these users: not just finding a vendor, but securing a reliable partner who could scale with the business.
The Solution: Designing a Digital Presence Worth Trusting
The Outcome: A Confident First Impression—and Room to Grow
“We didn’t just need a website—we needed a clear way to explain who we are and how we work. This gave us a professional foundation that feels true to the way we show up for clients.”
Project Team
This project combined UX design, content strategy, creative direction, and digital strategy to help a growing consultancy sharpen its messaging and elevate its digital footprint.
Scope & Constraints
Kander’s team needed a site that could launch their business with clarity and credibility—but aside from a logo, they had no brand assets or photography to build from. We had to develop a full digital presence from scratch, including content structure, visual direction, and design systems.
While we had creative freedom, early momentum was slowed by the need to define foundational elements like color, type, and tone before we could progress to higher-fidelity work. We also had to design around the lack of professional imagery, relying on stock photos and layout choices to maintain polish.
Because this was Kander’s first public site, the pressure was high: every page had to earn trust and support future growth. We built modular components and scalable UX patterns from the start to ensure long-term maintainability for their lean internal team.
Lessons Learned
This project emphasized the importance of research-led UX in service-oriented B2B platforms.
My biggest takeaways include:
In future builds for early-stage consultancies, I’d treat content structure not just as a delivery layer—but as a strategic asset. Aligning modular components with messaging pillars from the start ensures scalability without compromising clarity or trust.
The Real Win
Delivering a scalable foundation that empowers Kander to grow—without growing their dev backlog.
