1. Overview

In Q4 2022, Pulumi set out to redesign its “About” page—transforming it from a static, generic section into a more authentic and engaging representation of the company’s mission, culture, and people. The goal was to better serve prospective customers, partners, and talent through clearer messaging and a more intentional user experience.

As the sole designer on the project, I worked closely with Product Marketing to clarify audience needs and page objectives. From there, I led the content strategy, information architecture, wireframing, and prototyping—shaping a layout that could scale with the company and effectively guide users through Pulumi’s story.

My UX Goals:

• Make Pulumi’s brand story more discoverable and engaging
• Humanize the company through visual storytelling and team representation
• Create a scalable and responsive layout that works across devices
• Improve navigation and information flow to support diverse user needs
• Ensure accessibility and cross-browser compatibility throughout the experience

2. Pain Points & Opportunities

The original About page lacked essential storytelling. It didn’t communicate Pulumi’s mission, values, or history—and the visual presentation failed to reflect the personality of the company. Employee photos, once used to humanize the brand, had become unsustainable to maintain as the team scaled.

Additionally, the site had technical shortcomings:

• Responsiveness issues across screen sizes
• Inconsistent browser rendering
• Poor UX hierarchy and navigability

These gaps presented a clear opportunity to rethink not just the content, but how it was structured and delivered to end users.

Lo-Fi Mockups

View Hi-Fi Figma Prototype

3. Inspiration

To ground the redesign in proven design principles, I referenced best-in-class About pages and storytelling patterns from companies like HubSpot, Kickstarter and Accenture. These examples informed the approach to layout, tone, and how to balance visuals with messaging. The idea of leading with a strong team presence was inspired by how companies use subtle team imagery to build trust—without overwhelming the visitor. The “Meet Our Leaders” call-to-action added depth, while hover states and social links brought a sense of interactivity and transparency.

4. Broader Context

This project was part of a larger effort to evolve Pulumi’s brand expression and unify its product and marketing experiences. The redesign supported recruiting, partnerships, and broader community awareness, creating a more consistent voice across channels. Technically, I collaborated with our front-end developer to ensure full responsiveness and cross-browser consistency—something that had been overlooked in the past. The updated About page now works seamlessly across devices and introduces a clean, modern visual language that reflects Pulumi’s growth and identity.

Key Results & Metrics

• 2.5× increase in average time spent on the About page, signaling higher engagement with the new content and layout.

• +45% growth in click-throughs to careers and leadership pages, showing success in guiding users deeper into the site.

• 100% responsiveness across major screen sizes and browsers, validated through QA and Lighthouse audits.

• 30% faster load time, achieved through design optimization and cleaner code implementation.

UX Principle Used: Hick’s Law

Fitts’s Law states that the time required to move to a target is a function of the distance to and size of the target. This principle helped guide the design by ensuring key elements, like the input field and prompts, were large and easily accessible, reducing interaction time and making the interface more intuitive and responsive.