UI + UX // VISUAL DESIGN // BRAND DEVELOPMENT // DIGITAL STRATEGY
Website redesign and brand refresh for Rootshell Security
Project role:
Project summary
Goal
Rootshell Security is a SaaS PTaaS company that helps businesses enhance vulnerability management through dynamic penetration testing. The goal of this project was to redesign their website to clearly communicate PTaaS as the core service, modernize the brand, improve engagement, and drive lead generation.
Contribution
As lead designer and project manager, I led UX/UI design, digital brand development, content strategy, and project workflow management using a WIP system. This kept the team aligned, tracked progress, and ensured the project was delivered on schedule. I collaborated closely with developers and a content writer to create a high-performing, interactive website.
Achievements
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Redesigned website with improved UX/UI and modern brand identity
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Developed custom graphics, animations, and interactive features
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Restructured content and site architecture to highlight PTaaS as the core offering
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​Branding refresh led to new business for the agency, with the client rolling out the new look across all digital and offline marketing materials
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Added gated resources and a “Book a Demo” page to drive leads
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Created pages showcasing company culture and team to attract talent
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Delivered measurable results: increased users, page views, and organic traffic
Client
Key skills
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UX/UI Design
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Wireframing & Prototyping
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User Research & Personas
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Digital & Visual Design
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Brand Development
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Content Strategy
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Interactive Web Design
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Project Management & Workflow (WIP)
Software
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Figma
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Adobe After Effects
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Adobe Illustrator
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Browserstack
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Wordpress
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Trello
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Poptin
Performance facts & figures from Q1
27%
increase in active users
29%
increase in new users
16%
increase in views for PTaas
The process
UX audit & site review
I conducted a full audit of the existing website, identifying poor UX, outdated branding, text-heavy pages, and limited CMS functionality. This revealed areas for improvement in usability, content, and visual hierarchy.
{WEBSITE BEFORE & NEW SITEMAP}
Research & target personas
Persona research defined the target audience and guided content flow. PTaaS was positioned as the core service, with secondary offerings clearly highlighted. This informed navigation, messaging, and page structure.
{NAVIGATION ITERATIONS & MOBILE NAVIGATION)
{LOW FIDELITY HOMEPAGE}
Interactive design & prototyping
I added interactive elements like parallax scrolling, animated banners, and hover effects to engage users. Prototypes were tested to ensure smooth journeys. A dedicated “Book a Demo” page was integrated with HubSpot CRM to capture leads efficiently.
{ON PAGE SCROLL EFFECT EXAMPLE}
Brand development & culture pages
The brand was modernised with new shapes, graphics, and platform interfaces. Culture and values pages showcased the team, testimonials, and company DNA. The refreshed branding was so impactful it won new business for the agency, with the client adopting the new look across all digital and offline materials.
{DIGITAL MATERIALS & CULTURE PAGES}
The result
16% increase in page views for PTaaS
The redesigned website now clearly presents PTaaS as the core service. Improved content hierarchy, interactive features, and visual design make it easier for visitors to navigate solutions, resources, and demo requests.
{HOME PAGE & SOLUTIONS PAGE}
Custom graphics & product visuals
Custom illustrations, platform interface visuals, and animated banners bring Rootshell Security’s services to life and make complex functionality visually engaging.
{PRODUCT VISUALS & CUSTOM GRAPHIC}
Improved engagement & lead generation
Since launch, the website has delivered measurable results:
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27% increase in active users
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29% rise in new users
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2.2% boost in organic search traffic
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16% increase in PTaaS page views
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Improved user journeys, interactive elements, and clear CTAs have enhanced lead generation and overall user experience.
{EASY TO DIGEST CONTENT}
{LEAD CAPTURE EXAMPLES}
Scalable & future proof
The website was built to support ongoing growth. Content, resources, and marketing assets are easily managed, while the updated brand and UI can extend across digital and offline materials.
{HIGH FIDELITY DESIGNS & FINAL SCREENS}
What people say about working with me
“…Nicola from the design team has been great. We are extremely happy with the design she has created….”
Andy Gilfillan
Aquatic Control
“….a shout out to Nicola who has been brilliant with her research and the level of detail she has put into our website….”
Steve Pearson
Valve & Process Solutions
“…very professional, flawless design and great customer service. Nicola has been brilliant from start to finish with her research, design and detailed input. Very helpful and a pleasure to work with!!”
Reece Fielding
EcoPower Wood Fuels