Puzzle
Iterative website evolution for Puzzle
About
Puzzle is a system of financial intelligence that helps founders make better business decisions. Our team helped Puzzle to solve a certain business challenges through redesign.
Growth
15%Month-over-month
Usage
2,300+Businesses use Puzzle
Services
Web designIntro
Puzzle, an AI-powered tech-driven company that aims to simplify accounting and tax management for U.S. businesses, approached us with a complex challenge.
The goal was to evolve the site’s structure, enhance its micro-interactions, and create a harmonious user experience tailored for two unique audiences – accountants and business owners. Through strategic insights and creative execution, we collaborated closely with Puzzle to reimagine their website for optimal clarity, engagement, and appeal.
Challenge
Puzzle’s dual-audience focus posed a unique design challenge. The platform needed to attract business owners seeking accounting solutions while convincing accountants of the product’s value, despite its automation potentially impacting their work.
This balance required careful messaging and straightforward, segmented navigation to address each group's needs and concerns. Additionally, the team was tasked with updating the site’s visual experience while preserving core elements that made Puzzle’s identity recognizable and relatable.
Solution
Our approach began with an intensive exploration of Puzzle’s brand personality and audience needs. While our partner initially emphasized only structural improvements, our team believed refreshing the brand strategy would enhance the design’s impact.With our design-funnel approach, we integrated micro-interactions, value propositions, and frequently asked questions to address users’ specific concerns.
Precise segmentation on the homepage guided both audiences to relevant information, making the navigation intuitive. Our design included nuanced animation blocks and custom micro-interactions to bring a polished, modern aesthetic to life.
Outcome
Despite some initial challenges, the final product was a testament to the team’s resilience and adaptability. By integrating brand strategy insights, we created a site that resonated with both audiences while staying true to Puzzle’s core vision.
Puzzle’s CEO and internal design team felt empowered to build on our work, ensuring the brand’s creative direction remained consistent.This project is a successful example of our collaborative approach to strategic, audience-centered design.
