Marilyne Ailliot

Case study 01 · Website

EZad website: content & UX redesign

Redesigning a B2B website that had become difficult to navigate and understand, with a clearer offer, stronger connections to real customer use cases and improved organic visibility.

Content strategy UX / UI SEO / GEO Figma Astro / Tailwind
View the live website ↗
Redesigned EZad homepage presenting Toucan and in-store communication campaigns

Starting point

The website no longer reflected what the company had become.

EZad's offer had evolved, but the website was still built around a broad presentation of “display solutions”. Products, services and use cases were difficult to prioritise, and visitors could not always understand quickly what the company could actually bring to a retail network or an individual store.

The redesign therefore had to go beyond visual changes. The main challenge was to rethink the structure, messaging and user journeys around customer needs, then make the different solutions easier to understand.

Brand identity · 2017

Building the visual foundations of EZad.

In 2017, I designed the EZad logo and created the company’s brand guidelines. The goal was to modernise the company’s image without breaking away from the visual heritage of its existing software products, while establishing a stronger, more dynamic and immediately recognisable identity.

I formalised the rules governing the logo — variants, clear space, use on different backgrounds and incorrect applications — as well as typography, Pantone / RGB / HEX colour specifications and the main print and web applications.

Selected pages from the 2017 EZad brand guidelines showing the cover, logo construction, colour palette and stationery
Selected pages from the brand guidelines: identity principles, logo rules, colour palette and early applications.

Applications · office environment

Making the identity live beyond the logo.

I then applied the identity to a series of posters designed to dress the EZad offices. They highlighted the main promises of the offer — simplicity, speed and compliance — through concrete use cases such as catalogue-based poster printing, compliant in-store communication, digital signage and interactive kiosks.

EZad office poster promoting poster printing in 30 seconds from a retailer catalogue
Catalogue-based poster printing · horizontal format.
Vertical EZad office poster promoting poster printing in 30 seconds from a retailer catalogue
The same value proposition adapted to a vertical format.
EZad office poster presenting an interactive kiosk designed to guide and inform customers during their shopping journey
Interactive kiosk · guiding and informing customers during the shopping journey.
EZad office poster about creating retail posters compliant with regulations and retailer brand guidelines
Regulatory compliance and consistency with retailer brand guidelines.
EZad office poster presenting digital signage content generated from retailer catalogues
Digital signage generated from catalogue content.
EZad office poster reading Boostez la communication de votre point de vente
A more corporate application of the EZad brand around the company’s overall value proposition.
EZad office poster about printing materials consistent with a retailer’s brand guidelines
Horizontal format focused on consistency with retailer brand guidelines.

Before / after

Moving from a catalogue of solutions to a clearer value proposition.

Before A dense homepage with limited hierarchy, organised mainly around solution categories.
Previous version of the EZad homepage
After A clearer entry point focused on use cases, Toucan and tangible benefits for retailers.
Redesigned EZad homepage
Full redesigned EZad homepage
The complete homepage: a progression designed to move from customer use cases and product understanding to proof points, deployment approach and contact.

Approach

Clarify first. Design second.

01

Restructure the offer

Rethink the information architecture, distinguish products, solutions and services, and create more direct journeys based on customer needs.

02

Rewrite the messaging

Start with real-world use cases and customer benefits rather than a list of technical features.

03

Design the journeys

Define page structures and content hierarchy in Figma, then adapt the experience for both desktop and mobile.

04

Measure and refine

Track indexing, search queries, impressions and technical performance after launch.

Figma mockup created for the EZad homepage redesign
A working mockup of the new homepage before implementation.

Clearer content architecture

Giving each topic the right level of detail.

The new structure gives each offer a clearer reading path: customer benefit first, then how the solution works, followed by the useful details. Solution pages are easier to scan, while the blog becomes an entry point into the company's expertise and real business challenges rather than simply a news section.

EZad product personalization solution page
A solution page that makes the customer benefit tangible before explaining how the service works.
Blog section of the redesigned EZad website
A blog organised around in-store communication topics, customer challenges and field insight.

Responsive & international

An experience designed beyond the desktop page.

Mobile version of an EZad solution page

Pages were designed to remain easy to read on mobile, with tighter hierarchy, visible calls to action and content blocks that retain their logic rather than simply stacking the desktop layout.

The website is also available in English, with adapted content rather than a literal duplication of the French pages.

English version of the EZad homepage

Launch & user experience

Going beyond the page redesign.

Launching the new website was also an opportunity to improve the overall experience and make measurement more reliable: easier access to product information through a conversational assistant, combined with consent management before analytics tools are triggered.

Toucan conversational assistant integrated into the EZad website
Conversational assistant Integration of a chatbot to make product information easier to access and guide visitors from their own questions.
GDPR consent management banner on the EZad website
Consent & measurement GDPR-compliant consent management, with Google Analytics loaded only after the user has given consent.

Results

Growing organic visibility without compromising technical quality.

+138% organic impressions in the 30 days following launch, compared with the previous 30-day period
98 PageSpeed desktop performance
100 Accessibility
100 SEO

Sources: Google Search Console and PageSpeed Insights. Data reviewed on August 25, 2026.

EZad PageSpeed Insights report showing 98 for performance and 100 for accessibility, best practices and SEO
PageSpeed Insights — desktop, August 25, 2026.

What this project demonstrates

Connecting product understanding, content, UX and measurement.

This project reflects the way I work: understand a complex offer, identify what needs clarification, structure the message and user journey, then measure the results and keep improving the experience.

B2B communications Brand identity Making technical topics understandable Cross-functional coordination UX / content SEO / GEO Performance measurement Chatbot & GDPR compliance
Next project Toucan — product identity & UX/UI →