A company’s website is often the first impression—its digital front door. For Oorwin.ai, that door had to welcome recruiters, hiring managers, and HR leaders with clarity, trust, and confidence.
The challenge was simple but not easy: turn a complex suite of AI-powered hiring tools into a clear, approachable, and conversion-driven website. The goal was not just to look good, but to guide users seamlessly from curiosity to demo request.
The Challenge
The old site struggled to connect:
- Long, dense text blocks that overwhelmed visitors.
- Inconsistent visuals that hurt brand trust.
- Unclear calls-to-action that stalled conversions.
- A cluttered information architecture that buried the real value.
The result? High bounce rates, low demo requests, and missed opportunities to show Oorwin’s true strengths.
My Approach
1. Research & Content Audit
- Interviewed recruiters and HR leaders to understand what they actually wanted to know.
- Audited every page to cut noise and streamline the message.
2. Information Architecture & Wireframing
- Reorganized content with a simple “Hook – Teach – Apply” framework:
- Hook: Start with a problem recruiters care about.
- Teach: Show how Oorwin solves it with AI-powered hiring.
- Apply: End with a clear next step—demo, case study, or resource.
- Built wireframes to test the flow before diving into design.
3. Visual Design & Branding
- Created a unified style guide for colors, typography, icons, and imagery.
- Designed hero illustrations and custom icons that made AI and data feel human and approachable.
4. Prototyping & Testing
- Built interactive prototypes to test navigation, CTAs, and mobile performance.
- Iterated with feedback from recruiters and the marketing team.
5. Development & Launch
- Partnered with engineers to implement optimized React components.
- Set up analytics to track engagement and demo requests.
Key Outcomes
- 40% more demo requests in the first month, driven by clearer calls-to-action.
- 30% lower bounce rate thanks to simplified navigation and content.
- Consistent brand experience across all pages, building trust with HR leaders.
- 98% Lighthouse score for mobile performance, accessibility, and best practices.
The Result
The new Oorwin.ai site is more than a redesign—it’s a recruiter-first experience. By making complex AI tools feel simple and human, the site now builds trust, educates at every scroll, and turns visitors into confident, engaged users.