Dedale website
My contribution
Design (Figma UI Kit, template wireframes) + Webflow development (CMS architecture, animations) - Dual expertise for an optimized process.
The team
2x designers
Year
2025
Discovery and Strategy (Week 1-2)
Conducted in-depth sessions with Dedales team to understand their brand vision, target audience (Tier-1 PE funds, institutional investors), and content requirements (complex tech ecosystem data, case studies, market reports). Researched top market intelligence firms websites to identify gaps and opportunities for differentiation. Mapped Dedales existing content to define information architecture and user flows for the new site. Collaborated with Dedales branding team to ensure the new visual identity (Software Club to Dedale) was consistently applied across all digital touchpoints.
Design Phase (Week 3-5)
Art Direction: Defined a premium, authoritative visual language tailored to financial professionals: clean typography, refined color palette, and structured layouts to convey trust and expertise. Established hierarchy principles to make dense technical content (Fintech/Healthtech/Cloud data) scannable and digestible.
UI Kit Development (Figma): Created a modular component library including data visualization templates (tables, charts, ecosystem maps), content blocks for case studies, team profiles, and market insights, and responsive layouts optimized for desktop and mobile. Anticipated Webflows limitations to ensure 100 percent feasibility during development.
Template Wireframes: Designed 5 core page templates (Home, Services, Case Studies, Team, Contact) with adaptive content slots to accommodate Dedales varied content needs. Presented wireframes in 2-week sprints for approval, incorporating revisions to meet Dedales high standards.
Webflow Development (Week 6-7)
CMS Architecture: Built 3 custom collections to power dynamic content: Case Studies, Market Reports, and Team Members. Linked collections to enable cross-referencing (e.g., case studies tagged with team members or industries). Implemented hide/show fields to simplify content entry for Dedales non-technical team.
Front-End Development: Developed the site using reusable components (headers, footers, cards, filters) to ensure consistency and ease of updates. Added scroll-triggered animations (fade-in, slide-up), hover effects, and loading optimizations (lazy-load images, compressed assets) for fast performance.
Client Training: Created a CMS user guide for Dedales team and conducted a 1-hour training session to walk them through the backend.
Review and Launch (Week 8)
QA Testing: Cross-browser testing (Chrome, Safari, Firefox, Edge) to ensure compatibility. Verified all dynamic content displayed correctly across templates. Used Google Lighthouse to optimize speed and accessibility (scored over 90).
Client Approval: Presented the staging site to Dedales leadership for final feedback. Addressed minor adjustments (typography tweaks, color refinements) within 48 hours.
Launch: Published the site to www.dedale.com with zero downtime. Set up 301 redirects from the old Software Club domain to preserve SEO equity.
Outcome
Business Impact
Credibility Boost: The new website instantly elevated Dedales perceived expertise in the eyes of Tier-1 PE funds and institutional investors. Visual alignment with their premium positioning (sophisticated design, authoritative tone) reinforced trust during high-stakes investment discussions.
Operational Efficiency: Dedales team can now update content autonomously via the CMS, reducing dependency on external developers. Faster time-to-market for new case studies, reports, and insights (content updates take less than 10 minutes vs. days with the old site).
Rebranding Success: The transition from Software Club to Dedale was seamless, with the new site serving as the cornerstone of their rebranding efforts. Consistent branding across all pages strengthened recognition and recall.
User Experience Improvements
Scannability: Complex tech data (e.g., Fintech ecosystem maps, due diligence frameworks) is now presented in digestible formats (interactive charts, expandable sections, visual hierarchies). Reduced bounce rate as users can quickly find relevant information.
Engagement: Micro-interactions (e.g., animated charts, hover effects) increased user engagement, making the site feel modern and interactive. Clear CTAs (e.g., Download Report, Contact Our Team) guide users toward conversion points.
Performance: Fast load times (less than 2 seconds) ensure a smooth experience for time-pressed investors. Mobile-friendly design accommodates users accessing the site on-the-go.
Long-Term Benefits
Scalability: The modular CMS allows Dedale to add new content types (e.g., podcasts, webinars) without redeveloping the site. Template flexibility ensures the site can evolve with their business needs.
Competitive Edge: Dedales website now outperforms competitors in terms of design, UX, and content presentation, giving them a differentiator in pitches and proposals.
Client Satisfaction: Dedales leadership highlighted the website as a key asset in their 2025 business development strategy. Positive feedback from investors and partners on the sites professionalism and clarity.
Lessons Learned
Dual Expertise Pays Off: Your ability to design with development constraints in mind saved approximately 10 hours of revisions and ensured a smoother workflow.
Client Education: Training Dedales team on the CMS empowered them to own their digital presence, reducing future maintenance costs.
Agile Adaptation: The 8-week deadline required prioritizing MVP features (e.g., core pages first, nice-to-haves later) and daily stand-ups to stay on track.