Role:
UX / UI / Web Designer
Timeline:
3 Weeks
Platform:
Website
Deliverables:
UX strategy, IA, wireframes, visual UI design, SEO content & conversion strategy, interaction design, and Framer website implementation
Bellaria Tiles: Designing a Service Experience for a Premium Tile Brand
Bellaria Tiles, a premium tile installation service, needed a clearer, service-driven website to build trust and generate qualified leads. I reorganized the experience around user intent through IA, content flow, and CTA strategy while refining the visual UI. Through this process, the site evolved from a polished showcase into a clear, lead-focused experience that better positioned Bellaria Tiles as a reliable service partner.
Create a clearer, more persuasive digital experience that helps homeowners and professionals (architects, designers, developers) understand Bellaria’s services quickly, trust their craftsmanship, and feel confident requesting a quote — while maintaining a premium visual identity.
1) Guiding Users from Understanding to Action
I reorganized the site around user intent rather than internal business structure:
Homepage content flow: Trust → Brand Story → Proof → Offer → Value proposition → Action
Introduced clearer content hierarchy to reduce cognitive effort and speed up decision-making.
2) Trust-Building Before Conversion
Instead of pushing users to “Request a Quote” immediately, I designed a credibility-first journey:
Stronger, clearer hero value proposition
Visible proof points (real projects, testimonials, craftsmanship)
Storytelling about process and expertise before asking for commitment
3) CTA Strategy Aligned with User Intent
I redesigned CTAs based on user readiness:
Hero: “View Our Projects” (exploration)
After testimonials: “Request a Free Quote” (consideration)
Project gallery: “Start Your Projects” (high intent)
4) Portfolio & Content Experience Redesign
To strengthen trust at the point of conversion, I integrated client testimonials directly into the contact section rather than isolating them elsewhere.
Key changes included:
Placing concise, high-impact testimonials beside the lead form
Highlighting real client outcomes to reinforce credibility
Ensuring testimonials supported, not distracted from, the inquiry flow
5) Contact Section Designed for Action
Instead of burying contact details in the footer, I introduced a dedicated section with:
Simple lead form (Name, Email, Message)
Clear primary CTA: “Get Your Free Estimate”
Visible phone/email for users who prefer direct contact
The final experience balanced visual refinement with functional clarity, ensuring that the site felt both premium and purposeful. The layout emphasized scannability, clearer content hierarchy, and intuitive navigation, allowing users to quickly understand services and next steps. Visual elements were aligned with Bellaria Tiles’ craftsmanship and professionalism, while interaction details subtly guided users toward meaningful actions without feeling sales-driven. Overall, the design created a cohesive, confident, and easy-to-navigate experience for both homeowners and professionals.
The redesigned experience was structured to deliver measurable improvements in user behavior and business outcomes:
Higher quote requests
Reduced first-visit bounce rate
Stronger perceived credibility
Clearer differentiation from competitors
Faster understanding through better-aligned information architecture
This project demonstrated that clear UX design and user trust are critical to improving conversion rates on service-based websites. A visually appealing website alone does not drive results — users need transparent information, reassurance, and an intuitive path to contact or request a quote. By aligning information architecture, visual hierarchy, and conversion-focused CTAs with real user intent, I redesigned the site from a simple portfolio showcase into a structured, high-performing website that supports lead generation and business growth.
