Pivot Organizing Website Redesign

A home organizing business helping people go from overwhelmed to peace of mind.


The goal of this design project was to create a new website design for Pivot Organizing to attract more clients for founder, Valerie Green.

The Result

A responsive website with new brand logo, typography, color palette, and iconography.
Link to Figma Prototype

Research Phase

The research goal of this project was to understand what qualities people who hire home organizers look for in a home organizing brand. While Pivot Organizing offers both home organizing and productivity coaching, this research was intentionally focused on home organizing,

Competitive Analysis Findings

Based on recommendations from the client, I analyzed five home organizing businesses.
  1. Organizing brands vary greatly in style from luxury to casual.
  2. Each brand either accentuates the pain point of clutter or highlights the benefit of cleanliness and piece of mind for home organizing.
  3. Some websites make it very prominent to get a free estimate or consultation.
  4. If the website does not show pricing they make it easy to learn what the price is with a consultation.

User Research Findings

Based on three interviews with user research participants with some experience with home organizing.
  1. The goal of getting a home organizer was usually to make life easier set up an efficient system, and make cleaning and easier.
  2. The common pain point before hiring a home organizer is that their environment was overwhelming.
  3. Participant's favorite aspect of home organizing was being able to get peace of min and maintain an aesthetically-pleasing environment.

Persona Development

Meet Deborah Day, a busy creative.

She is Pivot Organizing's ideal persona because she is a creative who has lots going on which based on user research and conversations with the client is an ideal client to attract.

Design Phase

In this design phase, I created a website redesign that matched the thinking and behavior users explained in research when assessing a home organizing.

Storyboard & Moodboard

In the storyboard to the right, I chronicle a scenario where Deborah identifies a scenario where she needs a home organizer. This process helped identify the home, about, portfolio, process and contact pages as the most important pages to focus on.
Pivot Organizing Moodboard
Founder, Val Green, had some very clear notes on the kind of aesthetic she wants from her website. She wanted the website to be modern, black and white, and because of her degree in architecture, to have an architectural feel. One of the main design influences for this website were architecture firm websites and architectural sketches:
Pivot Organizing Moodboard


When designing initial wireframes for Pivot Organizing, the focus was to design a fun, modern and minimal layout that would resonate with the persona and audience.

The previous website design for Pivot Organizing was text heavy and so the focus for this layout was to offer space for Pivot Organizing to tell their story but to make it feel easy to navigate through and add more visual elements to help tell that story.

Style Tile

The Pivot Organizing Style Tile features a new logo offering a simplified version of their previous logo and an arrow on the "v" to signify the life pivot home organizing can offer clients.

The typeface used for Pivot Organizing is Manrope, a clean and minimal sans serif.

The color palette is black and white with a blue-green as the accent color to highlight important call-to-actions.

Usability Test Findings

Key findings from three usability tests:
  1. Participants found the design to be organized an intuitive.
  2. Participants liked the illustration style and understood the architectural themes.
  3. Participants wanted more consistent photography showing organization results so I began creating some photography guidelines.
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