Overview

Redesigned Crescent Group’s website starting with the landing page to improve service clarity, brand presence, and responsiveness. The landing page serves as the base for the full website, with additional pages currently in progress.

🔗 View Live Website → https://www.crescentgroup.in/

📸 Final landing page (desktop)

Role & Team

Role: Lead UI/UX Designer
Collaborated with the Creative Head, Project Manager, and a Graphic Designer. Led UX decisions, research, and responsive design execution.

📸 Figma design system

Problem

The existing website lacked clear content hierarchy, modern interactions, and mobile optimisation, making service communication less effective.

📸 Old website wireframe

Research & Direction

Conducted competitor and market research to identify industry patterns. Created moodboards to align visual direction and reduce iteration cycles.

📸 Different Style of Moodboard presented to Client ( Zoom in Please :) )

📸 Final Moodboard Approved by client

Final Visual Direction
Over the course of a week, we explored multiple visual styles including Retro, Comic, Video Game, Vector, and Scrapbook themes. Through regular discussions and feedback, the client strongly connected with the Scrapbook-style direction.

This style uses paper cut-out visuals, hand-drawn illustrations, tape elements, and scribbled text, giving the design a warm, playful, and personal feel. After a few iterations, this direction felt the most authentic to the brand and was finalized as the visual foundation for the project.

Design Process

• Structured the landing page using wireframes

• Designed high-fidelity UI with strong hierarchy

• Optimised the experience for mobile and desktop

📸 Wireframes with brief decision making process ( Zoom in Please, for proper information :) )

Final Design, Interactions & Live Preview

The final phase focused on refining high-fidelity designs section by section, ensuring visual clarity, smooth interactions, and consistency across the experience. Each section was reviewed with static designs and motion details to validate layout and flow.

The website was then tested in a live environment using inspect mode to check responsiveness, interactions, and behavior across mobile breakpoints. After multiple testing rounds and client feedback, the landing page was successfully launched within three months, creating a strong foundation for future pages.

📸 Final Designs

🎥 Live Website Preview

Outcome

The landing page was launched within 3 months after multiple testing rounds and client feedback. The project was highly collaborative and creatively driven, setting a strong foundation for future pages.

Key Learnings

• Early visual alignment improves delivery speed

• UX + PM collaboration strengthens interaction decisions

• Responsiveness should be planned from day one