Stuart Williams | Freelance Senior UI & UX Designer | CRO Consultant

Creative CX

Homepage website re-design for Creative CX, a specialist experimentation consultancy.


UI, UX, Branding


Desktop, Mobile, Web


UI, UX, Interaction Design

About the client

Creative CX is a specialist experimentation consultancy that I’m currently contracting with.

Website UI & UX


Moving forward with a new message and marketing approach, Creative CX asked me to design a brand new homepage for the main website. Looking to highlight a key USP, ‘Understand, Experiment, Scale’ – this needed to be a clear and the defining element in the design. This message relates to the core offering of the agency and was to be backed up through an iconographic visual design taking the bulk of the page. Other sections that were re-designed were the blog preview, client logo area, client stories, partners, navigation and footer.

How did I have impact?

Working with the internal team, wireframes were devised together and discussed as a full team. Presented in front of stakeholders by me and the team at every stage, we then narrowed down the approach for the split USP icon sections. UI design concepts were worked on by me prior to the UX stage, to give an early indication of a visual direction months prior. Once the UX was finalised I started piecing together hero area UI variations as well as other sections, along with various colour applications using the brand palette. The copy was provided by the marketing team and the final UI version was tweaked following a user testing session whereby the hero area changed to become a full width image. Final small tweaks such as this were made prior to handover.

Early UI concept focusing on the core team image and highlighting the latest news, stats and more high up the page. The image shape was explored to add interest between the headline and boxed content (arrow), but also to add a visual style.
Early UI concepts for the hero area and general page styling. This includes a grid design behind the content as an experiment to reenforce the "scale" messaging and detailed approach of the agency.
Mobile UI - full page design excluding hero image and understand/scale sections.
Final desktop UI
Final desktop UI with focus on the Scale iconographic section.
Creative CX mobile homepage UI
Final mobile UI

“Stuart is an excellent member of the UX & CRO team and has done a really great job as one of our UI/UX Designers. His passion and enthusiasm for all things UX makes him a real pleasure to work with. His design work has resulted in some excellent results and uplifts for our biggest clients. He’s one of those guys you can always rely on, and also who never fails to put smile on our faces with his great sense of humour and positive attitude.”

Chris Gibbins

CXO at Creative CX

Special thanks/credits to:

Chris Gibbins (CXO)
Jack Harvard Taylor (Marketing Director)

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