Branding,
Design,
Culture
, +3
Omnify: Making a powerful product feel simple
Omnify was built to run businesses.
But its website felt like it was built for engineers.
Product: Omnify (AI-powered OS for local businesses)
Role: Branding, UX, UI
Scope: Website redesign (Home + Pricing)
Timeline: 1.5 months
Tools: Figma
🎯 The Mismatch
Omnify is a feature-heavy product bookings, CRM, payments, memberships, scheduling, all in one place.
But the website expected users to understand the system before understanding its value.
Too many features upfront
Too much “software language”
Not enough “this is for you”
The people using Omnify aren’t tech users. They’re business owners.
Target Users:
Gym owners
Coaches & instructors
Activity / class operators
User Mindset:
Time-poor
Operationally overloaded
Want simplicity, not systems
Text
The problem wasn’t lack of information.
It was too much of it, too soon.
🧠 The Approach
Before designing anything, I focused on reframing how the product is perceived.
Spoke with the team to understand:
What they want to communicate
What users actually care about
Identified the gap:
Product = powerful
Website = overwhelming
Defined the shift:
From “software platform” → to “business companion”
Text
🎨 The shift (Brand + Tone)
The existing identity leaned heavily into tech-blue SaaS energy.
Which made it feel cold, complex and distant.
I moved the brand towards something:
Warmer
More approachable
More “built for your business”
Designed to feel like a business tool, not a software product.
Text
🏠 Homepage: from features to outcomes
The homepage was redesigned to answer one simple question:
“What does this do for me?”
What changed:
Feature-first → Outcome-first messaging
Reduced jargon
Clear narrative flow: Problem → Value → Trust → Action
Text
🧩 Reducing complexity
Omnify does a lot. Showing everything at once creates confusion.
So instead of listing features, I:
Grouped functionality into mental buckets
Prioritized clarity over completeness
Designed for quick scanning and Instant understanding
Users shouldn’t need to decode the product.
Text
💰 Pricing: removing hesitation
Pricing is where decisions happen or don’t.
The goal here was simple:
Make choosing feel easy
Improvements:
Cleaner comparison
Reduced cognitive load
More confidence in decision-making
Text
🚀 Impact
This redesign focused on improving:
First-time comprehension
Perceived simplicity
Trust for non-technical users
Turning “this looks complicated” into “this feels manageable.”
🧩 Challenges
Balancing a complex product with simple communication
Avoiding oversimplification
Aligning brand, UX, and messaging into one story
🧠 Reflection
If I had more time, I’d extend this into:
Product UX redesign
Real user testing with business owners
Conversion optimization across key flows
Not every product needs to look powerful.
Sometimes it justneeds to feel easy.
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