Imagility Website Redesign
Segmenting User Journeys for Higher Conversions
Imagility is a cloud-based immigration management platform serving law firms, companies, and individual applicants. The original website spoke to all three audiences through a single generic experience, resulting in low lead conversions and poor segmentation. I led the UX & content strategy for a complete website renovation — transforming a general-purpose site into three clear, conversion-optimized user journeys.
- Client
- Imagility — Immigration Management SaaS
- My Role
- UX Strategy, Information Architecture, Content Direction, Wireframing, Website Experience Design
- Outcome
- 3× improvement in conversions, with clear segmentation and measurable ROI across all user groups
One Size Fits None
Imagility serves three fundamentally different users — 🧑⚖️ Attorneys, 🏢 Companies, and 👤 Individuals. Before the redesign, the site forced all three through the same undifferentiated pages.
Key Pain Points
- Overloaded content — too much information with no structure
- Ambiguous messaging — users couldn't identify how Imagility helped them
- Navigation friction — 4–7 clicks to find relevant content
- Lead quality drop — the same generic funnel served every audience
- No traceability — marketing couldn't attribute leads to a user type
✋ The Core Insight
A single unified website created competing priorities, diluted messaging, and a poor conversion ecosystem. Users needed clarity, not more content.
The original site spoke to every audience through one generic homepage.
Understanding the Users
Stakeholder discussions and heuristic analysis surfaced very different expectations across the three personas.
🧑⚖️ Attorneys / Law Firms
Needs
- A reliable system to manage immigration cases efficiently
- Clear visibility into petition progress, compliance, and documentation
- Tools that reduce repetitive tasks and automate form generation
- A secure platform to collaborate with clients and staff
Pain Points
Too much generic copy; unclear differentiation.
🏢 Companies / Employers
Needs
- A centralized platform to track employee visa statuses
- Streamlined workflows for hiring and managing foreign talent
- Accurate, real-time compliance updates and reminders
- A scalable solution for HR, legal, and operations teams to collaborate
Pain Points
Difficulty locating enterprise-level capabilities.
👤 Individuals / Applicants
Needs
- Simple, step-by-step guidance for visa petition applications
- Transparent visibility into case progress and required tasks
- Easy-to-understand instructions without legal complexity
- A trustworthy system to upload documents and communicate with attorneys/companies
Pain Points
Overwhelmed by industry jargon and multi-layered pages.
UX Audit
Audit Findings — What Was Broken
- Siloed content living in a unified environment — creating confusion and loss of message relevance
- Hard-to-scan content hierarchy — walls of text with minimal differentiation
- Generic CTAs — "Learn More" everywhere meant no funnel direction
- Unclear primary path — navigation presented mixed resources for every segment
- Analytics blind spot — the team couldn't trace who was converting, or from where
Old Navigation (Across the Website)
New approach — clear, role-based CTAs placed in the visible area.
Segmentation by Design
To solve the overload and lack of specificity, I redesigned Imagility's website into three sub-sites, each dedicated to a unique user type.
/attorney — For immigration law firms
- OCR-enabled data extraction
- Bulk upload
- Immigration wizard
- Immigration lifecycle
- LCA / petition building
- Petition vs. forms
- Analyze petitions
- LawPay integration
/company — For enterprises hiring foreign talent
- Immigration
- HR
- Compliance
- Talent acquisition
- Company resources
- Login / Sign up
- Request demo
/individual — For personal applicants
- Immigration
- Family sponsorships
- Digital user data creation
- Petition building
- Visas we cover
- Mobile apps
- Individual resources
🎯 Primary Goals of Segmentation
- Deliver relevant information instantly
- Build clear conversion funnels
- Improve lead attribution & qualification
- Reduce cognitive load & bounce rate
- Strengthen SEO through focused, dedicated content
Three Fully Separated Architectures
Each sub-site shipped with its own navigation, CTAs, feature explanations, and resources.
Three independent site maps branching from a shared home page.
User Journey Redesign
I created scenario-based flows for each persona, focused on first-click clarity and reduced friction.
First-Click Clarity
Each journey begins with a user-specific value statement.
Reduced Friction
Shortened pathways from landing page to CTA.
Microcopy That Guides
Focused, benefit-driven copy replaces generic information.
Thoughtful CTA Hierarchy
Primary and supportive CTAs designed for each intent stage.
Scenario-based wireframes for the Home → Attorney / Company / Individual journeys.
The Three Sub-Sites
Each persona now lands on a dedicated, conversion-optimized experience built around their goals.
Law Firm, Company, and Individual — three purpose-built homepages.
Quantifiable ROI — Post-Launch
| Metric | Before | After | Result |
|---|---|---|---|
| Overall Conversion Rate | 1.8% | 5.2% | +188% |
| Company Leads | 40% | 80% | +140% |
| Attorney Bounce Rate | 68% | 41% | −27% |
| Lead Trace Time | 48 hrs | 6 hrs | −87% |
⭐ Additional Gains
- 2.4× longer time on site
- Higher-quality sales calls, thanks to segmentation
- Clearer reporting for marketing campaigns
- Rapid content updates thanks to modular IA
Conversion Strategy Improvements
Key UX Tactics
- Role-based landing
- CTA priority framework
- Simplified forms
- Cognitive load reduction
- Improved copy hierarchy
- Audience tagging enabled
Behavioral UX Enhancements
- More whitespace
- Chunked content
- Guided pathways
- Directional cues — scroll anchors, breadcrumbs
Analytics & Tracking Setup
- Clear tracking per sub-site
- Conversion source tracing
- Behavior flow per persona
- Scroll depth insights
- CTA heatmapping
- HubSpot CRM tagging for lead source
Business Impact
- Imagility now markets to each segment with clarity
- Better-qualified leads → higher demo-to-close rate
- Sales team receives categorized lead lists
- Improved user trust via guided UX
- Clear expansion path for future features
Next Steps for Imagility
- Personalized experiences for returning users
- Deep-dive SEO strategy per sub-site
- Interactive guides for individuals
- Improved multi-language support
- Enhanced accessibility compliance
Project Team
- UX Strategy, IA & Design Lead
- Jithesh TP
- Project Manager
- Karen Thorat
- Content Head
- Priya
- Marketing Head
- Aadarsh
- Development
- Shashirekha + Engineering Team
- Product & Stakeholders
- Imagility Leadership
Thank You for Viewing
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