Term Structure Corporate Website

The adoption gap

Beginning April of 2024, Term Structure released their application to the public. While this was an exciting time, the adoption rate of new users was lower than expected. Working with the marketing team, I identified the lack of a compelling company website as the main culprit.

Rebuilding in a week

Over the period of a week in July, I revamped the existing website, building out a full solution using Next.js and Tailwind. The site shipped with a redesigned home page, product pages, and a documentation surface that the marketing team could update on their own.

Aligning with the product

An additional benefit of the rebuild was aligning the design and implementation with the application and internal tools. The shared design language made the site feel familiar to potential users, and the in-house development team could support the website going forward without learning a separate stack.