Pendula
- Design systems
- Creative direction
- Brand rollout
- Website
Pendula is a Sydney-based customer engagement platform, giving marketing and CX teams the tools to run personalised, multi-channel conversations at scale. I led design end-to-end here as an in-house designer, from the website refresh and design system, to brand collateral and animated product explainers.
The problem
As Pendula’s focus shifted from mid-market to enterprise, the website no longer reflected the product or spoke to the audience we needed to convert; it had become a genuine drag on lead generation.
The solution
I built the product education experience from the ground up, working with our marketing manager to shape the story and flow of each landing page so that complex, evolving capabilities read as simple decisions. The existing design system was built purely for product, so I established a parallel branch: variants for text, form fills, hover states, shadows and buttons, built in close collaboration with the product team and kept WCAG compliant through a reworked colour palette. I then drove ongoing improvements through competitor research and analytics from Google Analytics, Search Console and Hotjar, working with our developer and an external SEO agency on performance.
3x
average time-on-site 1 month post website and brand refresh
70%
reusable Canva asset adoption rate by GTM team
2
junior developers mentored to increase UX design output without additional headcount
