AppWrap
AppWrap came to us at Candybox Marketing with a strong offering and team—but their website didn’t reflect their expertise. As a NetSuite ERP partner for SaaS, tech, and healthcare companies, they needed a site that built trust, explained services clearly, and converted leads.
Their digital presence lacked clarity, had low conversion, and didn’t meet the expectations of their audience. Our goal was a complete redesign to improve structure, messaging, and credibility.
Visit Link
Client
Appwrap
Team
1 Developer, 1 PM, 1 Product Designer, 1 copywriter, Brand team
Tools
Figma and Figjam
Time
4 months
My Role
I was the UX Designer on this project, working with a UX researcher, developer, PM, and brand team. I focused on simplifying user flows, identifying pain points, and making the site easier to navigate. From mapping user journeys to building wireframes and designing hi-fis in Figma, I led the UX process end-to-end—ensuring users could find what they needed and convert easily.
The Problem
AppWrap’s previous website and brand weren’t effectively supporting their growth goals. They faced a few key issues:
The website wasn’t generating qualified leads—it contributed only around 10% of new business.
Their digital presence didn’t reflect the company’s credibility or depth of expertise.
Messaging was unclear, and their value proposition wasn’t coming through effectively.
The site lacked a clear, user-friendly structure that spoke to their target audience: busy finance leaders at fast-scaling tech companies.
The Goal
We aimed to clearly communicate AppWrap’s services, guide users through the experience, and present the brand as a trusted NetSuite partner. We also wanted to shift the perception from implementation vendor to proactive, tech-enabled advisor.
PHASE 1
Research & Discovery
This phase focused on uncovering how users interacted with the old site, understanding AppWrap’s business goals, and identifying key user needs. We combined behavioral analytics, stakeholder interviews, and clarity insights to shape a strategy rooted in clarity, trust, and simplicity.
01
Competitor Analysis
We analyzed competitors like Pilot, Digits, Acuity, Omega, and Caravel. While most leaned into sleek design and tech-forward branding, many lacked clear navigation or humanized service explanations. This showed us that AppWrap could stand out with a balance of clarity, approachability, and credibility.
02
Clarity Tool
We used Microsoft Clarity to observe how users were engaging with the old site. Heatmaps and session recordings revealed short visits, low engagement, and little interaction with service pages. Users struggled to find relevant information and often dropped off after just one page. These insights highlighted the need to simplify the structure, make calls to action more visible, and prioritize clarity in messaging and layout.
01
Low engagement on key pages
Users rarely interacted with service content, showing unclear messaging and weak hierarchy.
02
Short session durations
Most visits lasted under a minute, suggesting users didn’t find what they needed quickly.
03
High drop-off rates
Many sessions ended after just one page, indicating poor flow and a lack of clear next steps.
03
Client Interview
We conducted stakeholder interviews with AppWrap’s leadership, sales, and delivery teams to align on business needs and website goals. Three key insights emerged:
The old site lacked clarity — Clients and prospects were confused about what AppWrap actually offered, often asking questions that the site should have answered.
Sales needed support — The sales team wanted the website to do more heavy lifting in educating leads and generating qualified inquiries.
Trust-building was essential — The delivery team emphasized the importance of trust and credibility, especially with clients relying on AppWrap for critical financial systems.
04
Persona Developement
Our primary persona was a mid-career Controller at a VC-backed company. He values expertise, clear ROI, and ease of onboarding. This persona guided our voice, structure, and content decisions across the site.
How might we help Controllers streamline financial operations and manage complex revenue models with NetSuite?
PHASE 2 - IDeation
02
User Journey
We mapped two main user journeys: one starting from discovery (homepage → services → case study → contact) and one from validation (homepage → about → service → contact). Each was optimized to reduce friction and encourage conversion.
04
Information Architecture
Our primary persona was a mid-career Controller at a VC-backed company. He values expertise, clear ROI, and ease of onboarding. This persona guided our voice, structure, and content decisions across the site.
PHASE 3 - Solutions
03
Brand Identity
To reflect AppWrap’s shift toward a more tech-forward, proactive brand, we refreshed their identity with clarity at its core.
Cloud motif in the logo hints at ERP in the cloud while keeping the mark simple and modern.
Rounded typography adds approachability and professionalism.
Tagline “From complexity to clarity” captures their promise to simplify ERP.
Grid-based structure ensures consistency across platforms.
We collaborated with the brand team to ensure the identity was accessible and AODA-compliant, then translated it into a flexible design system for the web.
01
Hi Fi Prototype
I worked closely with the developer to implement the design accurately, reviewing staging builds, refining UI elements, and supporting QA. We optimized images, layout, and responsiveness, while keeping tone and visuals aligned with the brand direction.
Visit Figma Prototype
PHASE 4 - Launch
01
Outcome
After launch:
“Optimize NetSuite with AppWrap” remained the most visited page, continuing to attract high interest.
The new unified 'Solutions' menu increased navigation clarity, with users exploring both product and service options more evenly.
Average time on site increased by 22%, and bounce rate decreased by approximately 18% in the first two months.
AppWrap reported an early lift in qualified leads, with more visitors arriving via organic search and completing the contact form.
These early indicators suggest the redesign is already helping improve visibility, engagement, and lead generation for the brand.
The redesign helped position AppWrap as a trusted NetSuite partner, driving better engagement and higher-quality leads.
02
Reflections
This project showed me how good UX builds trust. By simplifying paths and designing around user behavior, we improved both clarity and conversion. Great UX isn’t just about usability—it’s about creating confidence at every step.
This was also an urgent project, which meant we had to make smart trade-offs along the way. We skipped low-fidelity screens to move faster and prioritized getting to a functional high-fidelity design that could launch quickly. To streamline the build, we implemented QA in stages—first testing after the homepage was built, then dividing the interior pages into two batches for more efficient reviews. This staggered handoff and dev collaboration helped us maintain quality while meeting the deadline.