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Vertex

Partner Page Redesign

Client
Vertex Inc.
Year
2024
Type
Marketing Website
Duration
2 months
Tools
Figma · Crazy Egg · Google Analytics
Background

Vertex Inc. is a tax compliance software company. I was brought in to redesign three of their core partner pages to improve usability, update outdated content, and increase partner engagement. The redesigned experience helps users easily find the right partner while building trust and clarity into the partner journey.

My Role
  • UX Research
  • Competitive Benchmarking
  • Wireframes & UI Design
  • Developer Handoff
  • Cross-team Collaboration

Key findings

Challenge
  • Users struggled to find and filter partner information
  • Outdated partner detail pages and broken links reduced trust
  • No clear CTA or benefit-driven messaging
  • Pages felt disjointed and visually outdated
  • Partner detail pages received low engagement and traffic
Analytics Audit

Using Crazy Egg and Google Analytics, I reviewed user behavior across existing pages over the last 90 days (January 6 – April 5).

  • Most engagement centered on the search and filter tools
  • Very low engagement with partner detail content
  • High bounce rates from initial load with little interaction
  • No tracking set up for CTA or partner card clicks
[Analytics screenshot]

GA4 — last 90 days, January 6 to April 5

Competitive Benchmarking

I analyzed 10+ competitor B2B partner pages, including Salesforce, Avalara, and HubSpot. Strong pages lead with benefits and a clear CTA, use social proof (logos, testimonials), and offer simple filters with consistent card layouts.

Key Findings
  • The Partner Finder was acting as the landing page but lacked structure and introductory context
  • Filters functioned but lacked clarity, grouping, and visual hierarchy
  • The layout wasn't built for scalability — hard to grow content or add new partners
  • The overall experience felt flat, with no clear narrative or visual rhythm
  • Users didn't know where to start, making discovery feel like effort instead of exploration
[Heatmap image]

Heatmap showing concentrated clicks on top filters and minimal interaction with partner content below

Key results

Solution
  • Redesigned the Partner Finder with a clear layout, refined filters, and consistent cards
  • Updated content structure and fixed broken links; added trust elements like badges and partner features
  • Introduced strong CTAs and concise benefit-focused hero copy on the landing page
  • Created a modern, responsive design system aligned with the existing brand
  • Improved structure and visibility; added value-focused content and easy navigation