I can’t share the specifics of this brand. But honestly — the specifics aren’t the point. The story is. For eight years, this company couldn’t ship a website redesign. Eight years. Multiple managers tried. Multiple attempts failed. The loop they were stuck in is one I see, in some shape or form, in almost every company I work with. So I’m sharing the story, not the logo. The name would only be useful to my ego anyway. :)
The number one B2B brand in their industry across the USA and Canada. Products in 100+ countries. Dozens of international awards. The kind of company you’d assume can ship anything they want, when they want.
But they couldn’t ship a website redesign. For eight years, the project lived inside the same loop — the opinion loop:
Manager → attempt → rejected → new manager → new attempt → rejected.
The brief itself wasn’t the problem — everyone agreed the site needed redesigning. The problem was that nobody could agree on what good looked like.
I sat down with the marketing team and a whiteboard. I asked one question:
What problem does this website solve for the customer?
In eight years, nobody had asked it the way that mattered. The answer came back: information. Customers couldn’t figure out which product they needed for their specific goal, or how to use it once they had it.
The site wasn’t a brand showcase problem. It was an information architecture problem. That single reframe — from “what should the site look like” to “what should the site help customers do” — changed everything that came next.
Once the job of the site was clear, the structure followed. We organized products by user type, made each product page tell its own story with clear visual hierarchy and full specifications, and added a retailer map so customers could actually buy what they’d just learned about. Every section answered a question a real customer was asking.
Most redesigns get stuck because the foundation is wrong. When the foundation is right, everything downstream gets faster. Strategy, design, and approval stopped being a fight — because there was nothing left to fight about.
The redesign shipped. Not because of a miracle. Because somebody finally asked the right question at the start, instead of arguing about answers at the end.
“Eight years. One engagement. Done.”
of employees say misalignment negatively affects task outcomes — in this engagement, that misalignment had persisted for nearly a decade.
Source — Cross-Functional Teams Study, 2024
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Miro is a skilled designer who has been a reliable partner in our projects at Advanced Nutrients… aided us in reaching a greater conversion rate and increased website performance by 200% after optimization. I highly recommend him to anyone looking for a dedicated professional.
