Botspot · 2025 · Website Redesign
Botspot
001 _ Problem
Botspot's site had grown organically for years. Best work was buried, navigation didn't map to how visitors actually searched, and core content sat three levels deep. Finding anything took more patience than most visitors had.
002 _ approach
Audited every page against a single question: who is this for, and what do they need to do? Cut what didn't earn its place. Restructured around how visitors actually arrive — by product, by use case, or by curiosity.
003 _ outcome
A landing page that leads with the product. An IA that gives engineers and newcomers their own way in. A design system that didn't exist before.
Live since 2025.
Before, 2024
after, 2025
REPOSITIONING
The old landing page led with a list of 18 application categories. The new one leads with the product — an image film, a clear value claim, and direct paths to pricing and datasheets.
information architecture
Time-to-task dropped. Findability improved. Both came from rethinking the IA around four entry points instead of scattered links.
reducing complexity
Top-level nav changed from three items to four. Application pages — previously buried three levels deep — are now reachable from the homepage via Resources.
Visual design, version a
Visual design, version b
Visual design, version c
Look & Feel
Three directions presented to the client. Version A's oversized type overwhelmed the products, Version B read as too distant. Shipped a refined Version C — strongest product presence, with adjustments to the hero hierarchy and CTA placement.
Visual design, version c
Visual design, version a
Visual design, version b
Look & Feel
Three directions presented to the client. Version A's oversized type overwhelmed the products, Version B read as too distant. Shipped a refined Version C — strongest product presence, with adjustments to the hero hierarchy and CTA placement.
design system
Six type sizes, one component library, five colors. Built from scratch — the previous site had no shared system, so consistency was lacking across pages.
Typography
Headline 1
H1 48/56px
Headline 2
H2 36/44px
Headline 3
H3 24/32px
Headline 4
H4 20/28px
Body
P 16/26px
Caption
C 14/20px
components
Color
Electric Violet
# 4119BC
Paper White
# F3F3F3
Signal Red
# D9332C
Concrete Grey
# 888888
Ink Black
# 151515
shipped product, landing page
LEAD QUALIFICATION
Product selector added to the contact form. Inquiries arrive pre-tagged by request — faster routing for the sales team while improving UX and interactivity for the user.
knowledge resource
Introduction of a tag-based blog format. Curious users can educate themselves about the technology while professionals stay up to date on new developments.
interactivity
Implementation of a custom rendering engine. High quality 3D scans become accessible, empowering imagination across a wide range of potential use cases.
responsiveness
Adapted to mobile with the same hierarchy intact — product first, value second, CTAs third. Contact shortcut surfaces as a floating action so visitors can reach sales from anywhere on the page.
