Website Redesign

Stackline is an enterprise retail intelligence platform serving global consumer brands. The goal of this project was to reposition the brand as a category leader while clearly communicating a complex, multi-product ecosystem.

ROLE
Lead Designer

SCOPE
UX/UI • Information Architecture • Design Systems • Product Storytelling

TOOLS
Adobe XD • Miro

Challenge

Stackline’s platform is powerful—but complex.

The existing website:

  • Felt feature-heavy but not story-driven

  • Lacked clear product differentiation

  • Didn’t fully reflect the scale or sophistication of the platform

  • Missed an opportunity to emotionally connect with enterprise buyers

We needed to transform the experience from“Here’s what we offer” into “Here’s why we’re essential to your growth”

Approach

Stackline wasn’t being perceived at the level it actually operates.

The experience focused too much on features and not enough on clarity, hierarchy, and narrative.

So the approach centered on a few key shifts:

  • From features → system thinking
    Instead of presenting isolated capabilities, I reframed the platform as a unified ecosystem—positioning Stackline as the infrastructure behind retail growth, not just another tool.

  • From complexity → controlled clarity
    Rather than oversimplifying, the goal was to organize complexity. I focused on strong information architecture, consistent patterns, and clear hierarchy to make dense information feel intuitive.

  • From product listing → product storytelling
    Each product needed to earn its place. I structured every section around a clear value proposition, supported by visuals and proof, so users could quickly understand both the “what” and the “why.”

  • From static marketing → dynamic experience
    The brand needed to feel as advanced as the platform. Introducing motion, a video-driven hero, and more immersive visuals helped communicate sophistication instantly.

  • From isolated proof → embedded trust
    Instead of containing credibility in one section, I integrated social proof, metrics, and testimonials throughout the experience—so trust is reinforced continuously, not just claimed once.

Solution

A modern, modular marketing site that clearly communicates both the depth of individual products and the strength of the overall platform.

The redesigned experience:

  • Guides users through a structured, easy-to-scan narrative

  • Differentiates each product while reinforcing a unified system

  • Balances technical depth with clarity and accessibility

  • Establishes a premium, enterprise-level visual identity

Outcome

The result is a site that doesn’t just explain the product—it positions the company.

Strategic Impact

  • Clarified a complex product ecosystem into a cohesive, scalable narrative

  • Elevated brand perception to align with enterprise expectations

  • Increased engagement across product-driven sections

  • Created a flexible foundation for future growth and expansion

From the Team

“Working with Jamie at Stackline was one of those experiences where you quickly realize you’re learning just by being around her.

She brings a level of clarity and intention to design that’s hard to find—whether she’s shaping product experiences, refining brand direction, or guiding a team through complex challenges. Jamie has a strong point of view, but she’s also incredibly collaborative, making her an effective and respected design lead.

She raised the bar for the entire team and consistently pushed work to a higher level. I’d work with her again in a heartbeat.”

Lindsey Wayman

Senior Product Designer, Stackline