Flatland Roofing
A full commercial website process, from sitemap and wireframes through homepage, internal pages, final UI and stakeholder iteration.
Before styling the website, I worked out what the website needed to say.
Flatland was a full commercial website process rather than a homepage skin. I began with the sitemap and content structure so the team could agree on what belonged where before visual polish made anything feel falsely final. From there I moved into wireframes, using them to test hierarchy, service journeys and conversion paths while changes were still inexpensive.
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The visual system came after the structure had earned it.
Once the architecture was working, I developed the homepage and internal-page UI, responsive behavior and the broader visual direction. The Figma file became a record of the process as well as the outcome, with extensive stakeholder comments and iterations that I translated into specific design changes rather than simply layering requests onto the page.
A complete design process shaped through structure first and stakeholder iteration second.
The finished direction balances a strong home-services identity with practical service information and clear conversion paths. Flatland reinforced a process I still use: solve hierarchy early, then let visual design make that hierarchy feel obvious instead of asking visual polish to rescue a weak structure later.