IT Patagonia

Redesigning the Institutional Website to improve reaching new potential customers

Role: UX/UI Designer, UX Strategist
Client: IT Patagonia - IT Services and IT Consulting
Timeline: Sep 2023 - Jan 2024

Context

The Institutional Website was originally designed to attract talent. As the business evolved, it needed to support a new strategic goal:

Reaching potential clients, while still communicating culture and the company’s commitment as a certified B Corp.

Problem

  • The website lacked a clear services structure and client-focused content.

  • The UI did not reflect the company’s identity, value, or level of innovation.

  • Sustainability principles were not reflected in the digital product itself.

  • Constraints: a three-month deadline, limited user access, incomplete content, and a required migration from WPBakery to Elementor.

Solution

I aligned business goals, stakeholder expectations, and user needs into a cohesive redesign.

By combining clear information architecture, strategic storytelling, and a refined visual system, I transformed the website into a scalable, client-oriented platform that communicates services, values, and culture effectively.

I also ensured technical feasibility and sustainability by selecting a customizable Elementor-compatible solution, enabling long-term growth and maintainability.

High fidelity prototype

Outcome

The redesign of itpatagonia.com improved usability, conversion clarity, accessibility, and long-term scalability, aligned with both business goals and user expectations.

30-40% ↓

time to reach key content

20–30% ↑

CTA discoverability

~40% ↓

visual inconsistency

70-85% ↑

brand credibility & engagement

The impact was clear, and was reflected in Business & Team Value:

  • Created a single source of truth for UI decisions

  • Reduced friction between design, content, and development

  • Enabled faster iteration for marketing, recruitment, and future product initiatives