levelthecurve.com Redesign

A website redesigned to balance the company's story and product marketing to appeal to potential customers and investors.

Organization

Level the Curve Inc.

Skills

UX/UI Design
Human Centered Design
User Research
Wireframing
Prototyping

Journey-Mapping
Digital Accessibility

Tools

Figma
HTML
CSS

Problem

Level the Curve was facing stagnancy with engagement on their website. This stagnancy caused them to miss out on customers and investors that visited their website.

User Testing Feedback

Lack of User Retention

  • 40% of users finished the flow

  • Users were thrown off by video at the top of the homepage

  • Continuous scroll contributed to fatigue amongst testers

Navigation Issues

  • Of people who were interested in purchasing products:

    • Only 20% of users were able to navigate to the shop

Accessibility Pain Points

  • 60% of users with sensory and physical disabilities struggled with:

    • processing information

    • clicking elements

  • 50% of screen reader users reported confusion with text to speech output

Goals

Balance interactivity and simplicity

Make website interactive enough to increase user retention

while reducing clicks when necessary

Design UI to convey company values

Changes such as a hero header with a tagline and a visual-based list of values

will foster more empathy in visitors

Ensure the website provides clear messaging to attract new customers and investors/donors

Appeal to both potential donors and customers

Ideation

Inspiration

Cure Bionics

  • Purposeful hero header

  • Neatly-organized information

  • Consistent colors

Comeback Mobility

  • Good spacing — breathable feel

  • Hero header highlights company's product

Mind Mapping

Highlights:

  • Planning Nav-Bar Layout

  • Determining how to convey the background story while promoting products

  • Accessibility features (e.g. alt text)

Design

Low-Fi Wireframes


Homepage


"About Us" page

Website Redesign

Hero Header

Homepage:

  • Brief summaries of each page supported by a visual

  • Aimed to give basic ideas of respective pages while avoiding overwhelming users

Display of affiliates to show credibility to potential investors and donors

Visual list of values to highlight company's personality

Mission statement accompanied by picture to help retain attention

Next Steps

Interactivity for "About Us" page

"About Us" page is visually appealing but it would be worth exploring ways to make it interactive to further increase retention

Displaying community projects

Using the new "Gallery" page to not only show company pictures but to also highlight works by people with disabilities

Further improving on accessibility

Outside of layouts and alt text, I will continue to look out for opportunities to improve the website's accessibility through accessibility checkers and user testing

@2025 Joseph Kang