Overview
HoustonPlus is a SaaS platform built for multi-site businesses to manage operations, compliance, assets, and financial workflows in one centralised system.
The project involved designing and building a complete marketing website from scratch — translating a complex product into a clear, accessible, and high-performing digital experience.
How I approached this project
Complexity at scale (multi-persona)A complex product with four audiences — a single message wouldn't serve them all.
Instead of a single message, I built a modular architecture that adapts the depth of the message per audience — and scales to 40+ pages without breaking consistency.
Challenge
HoustonPlus presented a classic SaaS challenge:
A powerful but complex product with multiple features and use cases
Different audiences (operations, finance, facilities, leadership)
Lack of clear positioning and messaging consistency
Need for scalability across multiple pages and future features
Alignment required between marketing, product, and engineering
The goal was to simplify the story without losing depth — making the platform feel both powerful and easy to understand.
My Role
I led the project end-to-end, from strategy to delivery:
Defined the website architecture and scalable page system (40+ pages)
Designed the full UX/UI across all key product and marketing journeys
Structured messaging in collaboration with marketing to simplify complex features
Partnered closely with engineering to align on feasibility and implementation
Delivered the final build in Framer
Figma was used as the central collaboration layer — enabling real-time feedback, alignment, and iteration across stakeholders, marketing, and engineering teams.
Approach
The approach focused on clarity, modularity, and scalability.
Product-led structure: Organising features into clear, digestible sections
Multi-audience messaging: Balancing technical depth with accessibility
Visual storytelling: Using product UI, icons, and flows to explain value
Modular system: Designing reusable components for scalability
Strong CTAs: Driving demo bookings and product exploration
Mobile-first thinking: Ensuring usability across devices
Impact
Established a clear and scalable digital foundation for a growing SaaS product
Improved product understanding across multiple user types and industries
Enabled marketing to launch campaigns with structured landing pages
Reduced friction in the user journey from discovery to demo booking
Created a flexible system ready to support future features and expansion
