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.
From zero to scalable: building trust, structure, and messaging in just 6 weeks
The Challenge: Shaping Strategy, Story, and Trust—From Scratch
Kander—a high-performing Salesforce consultancy—had no digital presence. No website. No brand story. No content. This wasn’t just about building a website. It was about building a brand identity from the ground up.
We were tasked with translating their deep technical expertise into a compelling, credible, and scalable digital presence—fast. That meant tackling three core challenges:
Clarifying Positioning – Translating complex Salesforce capabilities into a narrative that prospective clients could instantly understand—and trust.
Establishing Credibility Through Design – With no prior online footprint, the site had to immediately convey professionalism, clarity, and confidence.
Laying the Groundwork for Growth – We needed a flexible UX and content architecture that could scale with the business—supporting future offerings, team expansion, and sales enablement.
The stakes were high. This wasn’t just a first impression—it was Kander’s first digital handshake with the world.
My Role in This Project
I led end-to-end UX and visual design for Kander’s first-ever website—translating business goals into a clear site structure, cohesive brand story, and scalable digital presence.
Working in a fast-moving, agile team, I partnered closely with Kander’s leadership to guide discovery, define the information architecture, and design modular components that aligned seamlessly with messaging and content strategy. From wireframes to polished UI, I created a flexible design system that established trust from day one—while making future updates simple and sustainable.
While this case study focuses on my full-spectrum design contributions, the project’s success was deeply collaborative—spanning brand strategy, content, and executive input. Contributors are listed below.
Designing for — Companies Vetting Salesforce Partners
Kander’s new website wasn’t just a brand launch—it was a trust-building tool. Their prospective clients weren’t browsing casually; they were actively searching for a Salesforce consultancy with the credibility and capacity to support mission-critical systems. The site needed to communicate clarity, capability, and confidence from the first click.
We focused on a single, high-stakes audience:
Operational Stakeholders Leading Vendor Selection
These users—often IT managers, RevOps leads, or digital transformation sponsors—were under pressure to identify a partner who could plug in quickly and deliver results without extensive hand-holding. They needed streamlined messaging, a clear understanding of service offerings, and immediate confidence that Kander could execute.
To align the site experience with their needs, I anchored the UX strategy around a lean but focused persona: Maya. Her goals, concerns, and expectations informed the site’s hierarchy, tone, and structure—ensuring we weren’t just presenting a vendor, but positioning Kander as a reliable, long-term partner built to scale with the business.
The Solution: Designing a Digital Presence Worth Trusting
To support Kander’s goals, we needed more than a beautiful website—we needed a foundation. One that could hold their messaging with clarity, flex for future updates, and give their clients confidence from the very first scroll.
Our approach focused on three priorities:
1. A Structure That Supports Storytelling
We translated Kander’s strengths into an architecture that unfolded with purpose—starting with a sharp, benefits-focused homepage and guiding users through services, outcomes, and proof of expertise. Every section was designed to reinforce trust and clarity.
2. Scalable Design and Content Systems
Kander’s internal team needed autonomy after launch. I built modular page components and content patterns that empowered them to create future pages and update messaging—without relying on a designer.
3. A First Impression That Feels Established
With no prior digital footprint, the site needed to punch above its weight. The clean, professional visual design paired bold confidence with startup scrappiness, balancing credibility with energy.
The result was a digital presence that didn’t just introduce Kander—it proved them ready to deliver.
The Outcome: A Confident First Impression—and Room to Grow
Kander’s new site delivered on every front: It positioned them as a trusted partner, gave their team the tools to scale, and converted interest into pipeline from day one.
✅ Instant Credibility — Clients described the site as “clean, clear, and confident”—a dramatic shift from having no online footprint to making a polished, professional first impression.
✅ Clear, Actionable Messaging — Content and UX worked together to guide prospects through Kander’s services and value. Site visitors could quickly understand what Kander does, why it matters, and how to get started.
✅ A Scalable System — Because the site was built modularly, Kander’s team can now add new services, success stories, and content without compromising design integrity.
✅ High Engagement from the Start — Within the first week of launch, the team received direct outreach from potential clients—validating the site's clarity and strategic focus.
“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
Scope:
This project involved creating a complete digital presence for Kander, a new consulting firm with strong expertise but no existing brand infrastructure. I led UX strategy and design from the ground up—defining content architecture, visual direction, and modular components that would support long-term scalability.
The goal was to launch a site that built immediate credibility, reflected Kander’s professionalism, and could grow with the business.
Constraints:
No Existing Brand Assets: Aside from a logo, there were no visual guidelines, typography, or tone documentation—so foundational brand definition had to happen before high-fidelity design could begin.
Lack of Original Photography: Without professional imagery, we had to rely on carefully curated stock assets and layout strategies to preserve visual polish.
Lean Team, High Stakes: As Kander’s first public site, every page carried weight. The design needed to communicate trust and expertise without overwhelming a small team’s future capacity.
Startup Ambiguity: As the business model and messaging continued to evolve during the project, we built scalable systems and flexible templates to adapt without constant redesign.
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.
Referenced Frameworks & Reading
A few resources that influenced my approach on this project:
