Information Architecture Rebuilt From Scratch
We reorganised the site around how buyers evaluate software, merging related pages into scroll-through views with in-page anchor links.
IT
Find It Easy
Find It Easy is a Canada-based software company that has built business intelligence and change impact analysis tools for over 33 years. Its patented technology runs at organizations like Mayo Clinic, John Deere, and Bloomberg BNA, backed by a 96% customer renewal rate.
Business overview
Find It Easy’s website had grown messy over the years. Buyers had to click through too many menus and pages just to understand the product. We simplified the navigation, put pricing, editions, and specs on one page, and made the free trial the one clear next step. We also moved client logos and proof closer to where buyers decide.
The challenge
Business challenges
Find It Easy’s website had grown around the company’s own structure, not the buyer’s journey. A UX audit found four problems, each adding to drop-off during evaluation.
#01.
Navigation Built Around the Company
The seven-item menu went four or more levels deep and followed internal categories, so buyers struggled to find related information.
#02.
Product Details Scattered Across Pages
Pricing, editions, specs, and FAQs lived on separate pages, so buyers kept jumping back and forth to compare options.
#03.
Dated Design Hurting Credibility
Heavy data tables, stock photos, and inconsistent typography looked dated and undercut the credibility the client list should have built.
#04.
Four Equal CTAs, No Priority
Free trial, New quote, Shop, and Request a demo carried equal weight, so visitors had no clear path to download.
Our solution
How we solved it
The redesign ran as six connected workstreams. Each tackled a specific problem on the old site, and together they gave buyers one clear path to the free trial.
One Primary Call to Action
Download Free Trial became the single goal at every key decision point, and demo and quote requests now support it.
One Page for Product Details
Editions, pricing, specs, and comparison data now sit together, so buyers can finish evaluating without leaving the page.
A Credibility-First Design System
A defined type hierarchy, consistent spacing, a restrained palette with one accent colour, and product visuals replaced the dated look.
Proof Placed Where Buyers Decide
Client logos, savings data, testimonials, and trust stats moved out of the Customers section and into the buyer’s path.
Solutions Pages Rewritten for Clarity
Solutions pages were rewritten as unified, scannable narratives, and technical content was simplified so non-technical evaluators could follow it.
Before & after
Before and After the Redesign
The product stayed the same. What changed was how the website presented it. Here’s the site before the redesign, and what buyers find now.
Area
Before
After
01
Navigation
Before
Nested mega-menus ran four or more levels deep. Overlapping categories left buyers unsure where to click next.
After
A flat structure with clear main sections. Anchor-based scrolling replaced jumping from page to page.
02
Product Information
Before
Pricing, editions, and specs lived on different pages. Buyers kept going back and forth to piece the picture together.
After
All product information now sits on one page. Editions, pricing, and specifications read as a single scroll-through experience.
03
Calls to Action
Before
Free trial, shop, quote, and demo all asked for attention at once. New visitors had no clear first step.
After
One clear primary action, Download Free Trial, is reinforced at every stage of the visitor journey.
04
Social Proof
Before
A strong client list and a 96% renewal rate sat under a Customers dropdown. Most visitors never got that far.
After
Client logos sit above the fold, savings data appears on product pages, and testimonials stand beside the key conversion points.
05
Design
Before
Dated design and generic stock images made a 33-year-old enterprise software brand look less credible than it was.
After
Clean typography, product screenshots, and a restrained palette now signal the enterprise credibility the software has earned.
Technology
Technology stack
.NET Core
Business results
Measurable impact
The numbers below belong to Find It Easy’s software. The redesign’s job was to make sure buyers saw them.
1
Primary CTA, down from 4
96%
Customer renewal rate
4M+
Analytics reports and databases managed for clients
$33M+
In client savings to date
More work
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