Imaginary Cloud’s website relaunch lead to a 5% increase in conversions in only 3 months

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About this project

Recognizing the importance of a better UI/UX experience to increase conversion, we redesigned the website following our Growth Audit and Product Design Process.

Result: The redesign lead to a 5% increase in conversions and the numbers continue to grow.






Taking a data-driven approach to website transformation

Motivated by our commitment to delivering an exceptional online experience, we conducted a Growth Audit using analytical tools such as Google Analytics and Hotjar, as well as ran real time user interviews in order to understand what users were really looking for when entering a software development website.

With Google Analytics, we dove deep into key metrics like time per page, bounce rate, and conversion rates. This quantitative data provided invaluable insights into user behavior, enabling us to pinpoint areas for enhancement. Armed with this knowledge, we fine-tuned our wireframes, optimizing engagement and creating a seamless user journey.

In parallel, Hotjar became our ally, capturing user interactions through heatmaps, session recordings, and user feedback. This qualitative data unveiled user preferences, pain points, and opportunities for improvement. It empowered us to iteratively refine our wireframes, ensuring they were intuitively designed to meet the ever-evolving expectations of our users.

The user interviews helped us shape Imaginary Cloud’s main persona who consist of users looking for a suitable service provider that is a good size and culture fit, and whose process is quick, flexible and adapted to their needs.

While the initial website revamp brought significant improvements, it’s important to mention that digital landscapes are constantly evolving. The dynamic nature of user preferences, technological advancements, and market trends needs continuous monitoring and adaptation. By consistently analyzing data and gathering user feedback, we ensure that our website remains responsive, engaging, and aligned with the evolving needs of the modern users. This ongoing commitment allows us to deliver an exceptional online experience and stay ahead in a competitive digital world.

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Our own team’s role and involvement in the revamp process

Since we had a deep understanding of our systems, data, and content structure, we carried out both the design and implementation of Imaginary Cloud’s website in-house.

Our design team crafted a style guide, a design system and all wireframes on Figma, considering the principles of usability, accessibility, and visual appeal. Following design approval, we proceeded with the development phase. Our Webflow development team used all the best practices identified in the analysis phase to bring the wireframes to life. We then focused on optimizing performance, responsiveness, and a seamless integration of all features and third-party tools.

Our knowledge enabled us to develop a meticulous plan and execute a smooth migration. We followed a well-thought-out approach, combining our expertise and strategic thinking to mitigate any possible challenges. Thorough testing, comprehensive backup plans, and careful implementation ensured a seamless migration process.

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during the project

For this revamp, we leveraged our own PDP (Product Design Process). Recognizing the significance of a structured and user-centric approach, we started this project with a clear roadmap in place.

Throughout the process, regular feedback loops and iterations ensured that we stayed aligned and incorporated necessary fixes along the way.

four stages

Technical Assessment

two processes


two stages


four stages

Back-end integration
Website development
Advanced filtering and search

four stages


during the project

For this revamp, we leveraged our own PDP (Product Design Process). Recognizing the significance of a structured and user-centric approach, we started this project with a clear roadmap in place.

Throughout the process, regular feedback loops and iterations ensured that we stayed aligned and incorporated necessary fixes along the way.

1. product backlog
2. sprint backlog
3. sprint execution

The MVP starts with a 2-week business case to present the vision and goals of the project and clarify all necessary business requirements. This step is based on main competitors and exploration of personas to then, finally, define a project timeline.

1. briefing
2. high-level architecture
3. CI/CD workflow
4. feature 0

In this stage, we put in place a briefing that includes the information gathered during the workshop with the team and stakeholders. It presents the vision and goals of the project and clarifies all necessary business requirements. This is also where an FAQ session relative to the nature of the project takes place.

The high-level architecture involves the development of the technical design, with the ideal balance between complexity and reach, This is where we identify external dependencies from third-party providers, such as Stripe, Facebook, Amazon, and so on.

We then start the CI/CD workflow which is the setup of the issue management tool, code repositories, continuous integration system, and development & staging environments. It’s followed by the setup of the code repo and automated test framework, the staging environment and production servers, as well as the continuous integration ecosystem (i.e. servers, deploy hooks, etc)/continuous deployment.

Finally, in Feature 0 we deliver the first meaningful feature: a homepage, a login screen, part of the first dashboard… This step ensures that there is something demonstrable with the perception of value at the end of the Bootstrap Phase.

wave 0 model
2. poc, mtp or mvp
3. viability assessment

With the Data Model, we provide the first baseline of the product’s evolutive data model. It identifies the main data entities and relationships and baselines the data sources and data stores (i.e. relational databases, document data stores, etc.). This step also consists of iterating the product concept and designing the first version of the data model.

Here’s when we present the Proof Of Concept (PoC), Minimal Testable Product (MTP), or Minimal Viable Product (MVP), and we deliver and deploy the first version of the product - even if that version is the implementation of a concept. This helps mitigate technical risks and test the main business premises for developing a market-ready version of the product through a viability assessment.

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1. production increments
2. wave retrospective reviews

On the production increments step, we review technical and business risks and the impact of the PoC, MTP, or MVP on the initial premises or Wave 0. Here, we also identify reusable components from Wave 0 to Wave 1 (i.e. often PoCs are not reusable). This helps gather feedback about the first integrated model and assesses the product's viability before moving to Wave 1.

Finally, the wave retrospective reviews the product state, evaluates wave success against business goals, and identifies improvements. We then design goals for the next wave & prioritize features. Doing this allows the team to analyze the work that has been done in previous sprints and plan consciously what should be the next mountain to climb.

1. Briefing
2. Benchmark
3. User Research

We identify the main aspects of the business model and user needs.
First, we gather evidence that will support the decisions taken henceforth, ensuring that no decision is made based on vague assumptions.

This stage consists of 3 steps: a briefing with the project's vision and goals and business requirements; user research to guarantee product usefulness and effectiveness from the user's perspective; and a design benchmark to analyze the landscape of similar and complementary products, design patterns and technologies used in the industry.

The Research stage allows us to leverage the knowledge and skills of existing players and ensure features and design differentiation in the market, and ensure costumer fit.

1. User journey
2. Decision Matrix
3. Wireframes
4. Moodboard

We formulate an approach to the product based on the user's needs and the business model.
This is the core of the creative process and it is where the concept of the product is formulated based on the user's needs and the business model (both identified in the Research phase). Here, the UX designer, the product designer, and the product owner work closely together.

This stage consists of 4 steps: mapping out the user journey, by describing each user's action, with various user scenarios; a decision matrix that helps prioritize the users' and product's goals while considering the product life cycle's current stage; drawing the wireframes, i.e., the pages’ structure and navigation flow to ensure interface usability and reduce design time; and finally, a mood board to ensure that the product's look and feel conveys the desired user experience and is aligned with the user profile and market strategy.

1.Style guide
2. Graphic user interface
3. prototype

We bring the concept to life and put it into practice.
In this stage, the product designer focuses on creating a physical representation of the concept that has been defined up to this point.

It consists of 3 steps: a style guide, where we define a graphic interface’s style, considering colour palette, fonts, image style, input fields, buttons, and so on, to ensure consistency throughout the application; a graphic user interface design (GUI) which are the end-looking screens by applying the style guide to the wireframes; and a click-through prototype to facilitate the feedback from stakeholders or potential users and investors.


We guarantee that all requirements and ideas generated are realistic to implement.
In this stage, all the work previously done should be achievable considering the available time and budget previously settled.

It consists of 2 steps: a high-level architecture where we detail how the product will be built, identifying baselines for the needed technologies and skills to make it; and a project plan to define the major milestones and provides a general understanding of the project's structure, phases, intersections and interdependencies.


Imaginary Cloud started by migrating the existing database from Wordpress to PostgreSQL. A daunting task because of the thousands of items and large size of assets that are normal in a CG marketplace.

After the migration was completed, the team focused on migrating its infrastructure. The site was hosted on Heroku, which had relevant constraints on the ability to scale. Imaginary Cloud was able to migrate it to AWS, completing the first stage in just 2 months.

Continuous Development

After the successful delivery of Stage 1, the client continued to work with Imaginary Cloud on a continuous development basis, adding more features to its product to fuel its growth. The team worked on many different elements, from payment integrations to sales campaign tools to facilitate marketplace promotional campaigns. Imaginary Cloud also helped Flipped Normals improve its Google positioning by implementing an SEO audit, which tweaked the site’s performance and content relevancy.


The project started off with a team meeting to list all the client requirements. This thorough investigation allows for an easier, quicker, and more cost-efficient delivery. This meeting was led by our Project Manager, which supports the team all through the project, and our Developer, ensuring all technical details are discussed.

Eurofound provided a solid brief that captured the existing infrastructure, their vision for the website, and the technical constraints and requirements. It was a challenging task that needed to be completed in 6 weeks.

back-end integration

Our developer started the development process by creating the back-end integration that would allow the new website to fetch content from the existing database. Using a Django framework, we were able to create an efficient and quick application that retrieved data, generated listings of results and allowed for more advanced options.

Imaginary Cloud and Eurofound met on a weekly basis to ensure everything was being developed as required by the client.

website development

With the main software completed, the next stage was to develop the website to access such tool. For this, our developer followed Eurofound’s style guide to ensure coherence across the client’s digital presence.

Although no designer was allocated to this project, our developer followed UX/UI best practices, since he was able to touch base with several of the designers at Imaginary Cloud.

advanced filtering and search

In order to improve the content navigation, Eurofound wanted to include an advanced filtering and search capability in their database. Having fully mapped the database content in the new software, our developer was able to create a set of category filters that allowed users to select the content of a given topic, and implemented a search element to the page, allowing the user to freely search any document.

1. Briefing
2. Benchmark
3. data Research

Our UX designers will target the users profiles and identify their needs when using your product, considering its usefulness and effectiveness from their point of view. Research on design patterns and the industry's most used technologies allows leveraging and understand existing players' knowledge and practice. Plus, it ensures your product/design is specific and different.

1. Ux assessment
2. executive presentation

We will conduct a UX review to set the product requirements considering the established usability heuristics in the field to deliver a consistent and fluid user experience. All information regarding insights and analytics will be summarised in a visual and compelling audit report that showcases the UX Audit's main findings, quick wins, and recommendations regarding your product's potential improvements.

1.Style guide
2. Graphic user interface

Together, we will baseline the style guide to ensure that your product's different visual interface elements' are consistent and coherent. Running a UX Audit allows us to solve the main encountered problems with the execution of end-looking screens. Plus, all recommendations that resulted from quick wins acknowledgement will be designed for implementation.



Our website was already built on Webflow; by staying within the same ecosystem, we maximized efficiency as our familiarity with the platform enabled us to leverage its features, intuitive interface, and extensive customization options.

We created the style guide, the design system and the new wireframes on a collaborative Figma file.

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Working Model and Team

We implemented the Managed Project Working Model which involved developing the project entirely in-house.

The team had a Project Manager who oversaw planning, coordination, and execution, managing timelines, resources, and objectives; 4 designers who collaborated on the creating of the design and implementation of the new pages through Webflow; and 2 developers that worked alongside 2 Growth specialists to optimize performance, code and to help mitigate potential risks during the migration phase

key results

This project delivered an in-depth understanding of the customer persona and their interaction with the service.


Increased conversions by 5% 3 months post-launch and still counting


Time spent on page increased 3%


Page abandonment rate decreased 4.26%


 The average time per page on all our services pages is 69% longer

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5/5 stars rating
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