ROLE
Primary Designer
Duration
14 days
STATUS
Launched
Date
2026 / 02
CONTENTS
01
Overview
02
Why Redesign
03
Challenge
04
Research & Problems
05
Strategy
06
Results
07
Reflection
Back to top
+0%
Priority Product Sign-ups
+0%
Product Page Traffic
+0%
Homepage Engagement
01 Project overview
1.1 Context
What BlockSec does
BlockSec is a Web3 security and compliance company with multiple products. The priority product was Phalcon Compliance. The homepage mainly served B2B customers, but individual visitors and developers also used it.
B2B
Crypto payment teams, exchanges, wallets, protocols, and chain projects. Their main use cases were compliance risk control, security audits, and real-time monitoring.
B2C
Researchers, developers, and potential trial users. They came to the homepage to understand the products, check risk, or start a trial.
1.2 My Role
I worked as the primary designer in a two-person design team. The design period was 14 days, and the redesigned site launched on February 15, 2026.
🎨 Hero visual &All illustrations
🧭 Information hierarchy
✏️ UI/UX design
🔗 Cross-product alignment
🛠️ Developer handoff and QA
🧩 Design System Updates & Enhancements
02 Why the redesign was needed
The old homepage did not get new visitors to the right product path fast enough. Visitors saw many capabilities and entry points, but they still had to figure out what BlockSec solved, which product matched their needs, and whether to try the product or talk to sales. Once Phalcon Compliance became the priority product, that extra decision work hurt homepage routing.
The goal was clear: help different users find the right entry by use case.
Crypto payment teams, exchanges, wallets, protocols, and chain projects. Their main use cases were compliance risk control, security audits, and real-time monitoring.
03 Challenge
The challenge was to explain the product structure, give the priority product a clearer position, and route users into the right path.
• Multiple business lines still needed visible entry points.
• The priority product needed more weight.
• Web3 security and compliance products need quick trust signals.
• The page had to support understanding, exploration, and conversion.
04 Design research
Finding 1: The homepage was not working as an entry point
Before the redesign, Clarity showed scattered clicks across the core CTAs:
Users had intent, but the homepage did not turn that intent into one clear next step.
The old hero focused on company vision and broad capabilities. The priority product did not have a clear entry point above the fold.
Finding 2: Users had to piece together product relationships
The old homepage expected new visitors to understand the product relationships on their own.
What are BlockSec's main product directions?
Which product fits my use case?
Where should I go next?
Old information architecture I mapped out
Finding 3: The long page offered no direction choice
The old homepage was long, around 13 screens. The top of the page did not help users choose a direction, so users had little reason to keep exploring.
05 Design strategy
5.1 Design goals
Help users grasp the three business directions quickly
Put Main Product in a stronger position
Keep value and capability close, and make trial / Contact Sales easy to find
5.2 UX Flow & Prototype
New UX flow
Prototype
5.3 Key decisions
5.3.1 Turn the hero from a company introduction into a priority product entry
The redesigned hero leads with the priority product and uses the free trial CTA to route users directly into the product.
The hero carried more information, so I used a lighter, more translucent visual style.
5.3.2 Build a product structure overview on the second screen
The second screen gives users a quick overview before they choose a path. One line summarizes the product structure, and the motion visual shows how the products relate to each other. This lowers the effort before later routing.
5.3.3 Use quick navigation to split users into three directions
Users can choose a direction based on intent and jump straight into the matching product and capability content. This shortens the page and gives users a clearer reason to keep exploring.
5.3.4 Use sliding interactions and illustrations to reduce content length
Each business section uses a sliding interaction. Related content stays inside one area, which reduces vertical length.
I also used illustrations to break down abstract technical concepts, so users can understand each product direction faster.
5.3.5 Put product, capability, and next action into one reading unit
I organized each business direction into a shorter decision path:
• What: Product card
• Solution: Capability module
• Action: CTA and trust signals
Keeping these pieces close reduces the back-and-forth users need to connect the clues.
06 Results
Launched Feb 15, 2026. Comparison: pre-launch baseline vs. early post-launch data.
+0%
Priority Product Sign-ups
+0%
Product Page Traffic
+0%
Homepage Engagement
+0%
Average homepage scroll depth
−0%
Homepage bounce rate
07 Reflection
Homepage redesigns need early agreement on business priority, user paths, and team expectations. Visual execution comes later. If the definition is unclear, the homepage cannot work as a growth entry point.
Key Reflections and Improvements
Define the homepage's primary business job earlier
Separate primary and secondary paths before debating module order
Align tradeoffs with PM, marketing, and sales early
Define measurement before launch with predefined events
If the work resonates or sparks your curiosity, I'd love to chat..
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© 2026 Tanya Tian