Industry
Trulioo
Aligning teams and content to launch a user-friendly, scalable website for a fast-growing tech brand.
Objective
Help Trulioo rebuild their website strategy and navigation to support rapid product growth and align siloed teams around user needs. without loosing SEO rankings.
Results
Client
Trulioo
Industry
B2B, Identity Verification
Project Time
3 months (2022)
Methods
- Contant Audit
- IA & Sitemap
- Wireframes
Company Profile
Trulioo is a global leader in identity verification, providing businesses with secure, compliant digital onboarding solutions. As the company expanded its product portfolio and rebranded, it needed a website that could communicate its value clearly and scale with growth.
The challenge
Trulioo’s old website couldn’t keep up with its fast-paced evolution.
Content growth led to a confusing navigation, hiding critical product information.
Website structure didn’t reflect new offerings or customer journeys.
Internal teams — from SEO to product — had different priorities and little shared visibility into user needs.
The result? Missed opportunities, slower decision-making, and a site that no longer represented the sophistication of Trulioo’s brand or business strategy.
Approach
I stepped in to help the team uncover what needed fixing—and why—before a single design decision was made.
Discovery & Insights
I began by mapping the current landscape:
Heuristic Evaluation: Identified key usability and accessibility issues blocking user flow.
Content Audit + Analytics Review: Mapped underperforming pages and identified content gaps affecting SEO and engagement.
Personas & User Stories: Reframed user journeys through stakeholder interviews and cross-team workshops, clarifying what success meant for each audience segment.
Content-First Strategy
Next, we defined a content-driven foundation for the redesign:
Navigation Redesign: Simplified the content flow, helping users find related products and resources naturally — without sacrificing SEO value.
Content Hierarchy Workshops: Facilitated working sessions between marketing, SEO, and product teams to define page priorities and align on voice and structure.
Design Solution
With strategy and structure clear, I translated the findings into design-ready outputs:
Annotated Wireframes: Provided actionable documentation for content, UI, and development teams.
Asynchronous Collaboration: Used recorded walkthroughs and async reviews to keep momentum despite time zones and SME availability.
Trulioo launched their redesigned website on time—right alongside the introduction of several new products.
Better Navigation
Users can now find key product information and related resources effortlessly, resulting in higher engagement.
Cross-Team Alignment
The workshops bridged silos between SEO, marketing, and product, enabling faster, more confident content decisions.
Business Growth Enablement
The site now supports Trulioo’s global sales goals, serving as a flexible, scalable platform for ongoing expansion.
“We are super happy with the site, and are continuing to build on it. We’ve also reached their goals of landing more enterprise clients!“
Reflection
This project proved that clarity drives performance. By starting with alignment and content strategy, Trulioo’s redesign turned into more than a visual refresh—it became a growth enabler.
Does this sound familiar?
If your teams are stuck in silos or your website feels like it’s working against your strategy, let’s fix that.
Reach out — I can help you create clarity before you redesign.
