Flexpro Website Redesign
Role
Design Engineer
Duration
2 weeks
Responsibilities
Strategy, UX, UI, Copy, Dev, SEO/GEO
Focus
AI-First & Performance
CONTEXT
Robust software with a site that didn't reflect its value
Flexpro offers a complete real estate management software, combining ERP and CRM. Although the product was robust, the old site suffered from low discoverability, dense content, and lack of clarity, in addition to not being prepared for AI-mediated searches.
The Challenge
Dense content difficult to consume and low lead generation.
The Opportunity
Prepare the brand for the new discovery landscape via LLMs.
THE PROBLEM
The issue was structural: users couldn't understand the product quickly, and content didn't match search intents. This directly impacted organic traffic and conversion rates.
OBJECTIVE AND APPROACH
The goal was to restructure the site to improve SEO and GEO, communicate value quickly, and modernize the brand. I adopted an integrated approach between design, content, and engineering, using AI to compress a 2-month timeline into just 2 weeks.
DISCOVERY AND STRATEGY
Hierarchy
Complexity reduction to improve immediate understanding.
Search Intent
Alignment with terms like 'real estate ERP'.
AI Discovery
Semantic organization for easy interpretation by LLMs.
DECISIONS AND TRADE-OFFS
I decided to reduce complexity rather than expand content. Due to the aggressive deadline, the focus was on strategic search-oriented content, with continuous refinements after launch.
SOLUTION
Architecture
Product pages focused on use variations and search intents.
Clarity
Direct copy, scannable structure, and clear separation of concepts.
SEO + GEO (AI-FIRST)
The site was designed for AI models through clear semantic structure and scannable blocks that facilitate parsing by intelligent agents.
DESIGN + ENGINEERING
Built with Next.js, focusing on Core Web Vitals, SSR, and extreme performance to ensure fast indexing and a fluid user experience.
AI INTEGRATION
AI was used for copy generation, content structuring, and real-time code support via agents connected to the design.
RESULTS
+20% Traffic
Immediate increase in organic visitor volume.
Record Deadline
Delivered in 2 weeks vs traditional 2 months.
Lighthouse Metrics (Post-launch)
MY ROLE AND LEARNINGS
I was involved from end to end: strategy, UX/UI, copy, and dev. The main learning was that AI doesn't replace knowledge, but amplifies it when we combine design and systems structure.