VENTURELY CASE STUDY

01 PROJECT OVERVIEW

Client: Venturely – Business Accelerator & Online Learning Platform
Location: Lisbon, Portugal
Objective: Redesign Venturely's website to attract more users and position the platform competitively in European and American markets
My Role: Project Manager, UX Design Consultant, User Researcher

Venturely, a business accelerator and online learning platform, was a grant-funded organization through Católica Lisbon School of Business & Economics at the time of this project. They engaged my team and me to develop a go-to-market strategy, with a focus on attracting new users and transitioning from a word-of-mouth user base of 5,000 to a profitable growth stage. My specific role centered on redesigning their website through a product-led growth strategy to improve user acquisition.

02 PROCESS OVERVIEW

Key Question: How can Venturely’s website be improved to attract more users and boost competitive advantage?

Venturely sought to revamp its online presence, leveraging UX principles to enhance its site’s usability, and ultimately increase user engagement and acquisition. The focus was on creating a website that communicated Venturely's value quickly and intuitively, in order to support growth in both the European and American markets.

03 USER RESEARCH

Given Venturely's users struggled with understanding the platform’s offerings, our research focused on language usage and information architecture. We conducted a remote survey to collect quantitative data on how users interacted with site descriptions and product terminology.

Example: Venturely’s "Canvanizer" tool, used to create business model canvases, was confusing to users. Based on user research, we recommended rebranding it as the "Canvas Creator," a term more easily understood. This small change reflected a broader effort to simplify language across the platform, improving user navigation and reducing confusion.

05 DESIGN PROCESS

IDEATION & INITIAL BRAINSTORMING

We began the redesign process by generating multiple concepts through sketches and wireframes. By focusing on simplifying the homepage layout, improving content hierarchy, and aligning the website with user expectations, I aimed to streamline the user journey while incorporating stakeholder feedback.

COMPETITIVE BENCHMARKING

We compared Venturely’s homepage against industry standards, identifying opportunities for improvement in key areas:
  • Simplified, modern design
  • Increased font size for readability
  • Improved color contrast for accessibility
  • Expanded sitemap
  • Incorporation of an FAQ section and product demos to enhance engagement

06 SOLUTION

WEBSITE REDESIGN: From Concept to Final Design


The redesign focused on creating a cohesive, modern look while improving usability and maintaining Venturely’s brand identity. We introduced a new tagline, adjusted the layout to prioritize the learner user persona, and streamlined the overall user experience.

LOGO REDESIGN

To align with the modern aesthetic, I updated the logo by changing the font and incorporating a darker blue, allowing for more contrast across the site and supporting both usability and brand evolution.

ITERATIONS & STAKEHOLDER FEEDBACK

After gathering stakeholder feedback, I made further design adjustments, including enhancing color contrast and refining key design elements. This ensured the design not only met the client’s modern style preferences but also improved accessibility.


07 RESULTS

IMPACT

Though my team and I completed our consulting engagement before the full website launch, the final live version closely reflects the structural and design improvements we proposed. The website now better supports Venturely's growth strategy by offering improved user flows, enhanced accessibility, and a clearer communication of the platform's value.

Key Metrics:
  • Simplified navigation increased time-on-site.
  • Language adjustments reduced user confusion and improved task completion rates.
  • The redesign strengthened Venturely's competitive positioning, particularly in Europe.

08 CONCLUSION & TAKEAWAYS

LESSONS LEARNED

This project taught me the importance of balancing stakeholder needs with user-centered design in a fast-paced environment. Working in Lisbon gave me a global perspective on UX, and collaborating with the CEO, René Bohnsack, enriched my understanding of how UX can drive business growth in diverse markets.

This experience has had a lasting impact on my approach to design, deepening my belief in the power of well-researched, thoughtful UX to create meaningful user experiences.