Design becomes publishing. Bringing the new LinkedPhone into public view, and letting design own the surface that told its story.
Act 01Context
For almost two years, LinkedPhone was changing everywhere. The product, the navigation, the design system, the brand, the way it thought about AI.
The website wasn't.
At some point the contradiction became impossible to ignore. A customer would land on the website and experience one company. They would sign up and experience another. The product was evolving faster than the story being told about it.
Chapter theme
The challenge was never rebuilding pages. It was rebuilding the public surface of an evolving company.
"The company had already transformed. The website simply hadn't caught up yet."
Executive Summary
Challenge
The product was evolving rapidly. The website still reflected an earlier version of the company: fragmented design, fragmented ownership, fragmented publishing.
Breakthrough
The realization wasn't "we need a better website." It became "we need a better publishing system." The website stopped being pages and became a communication platform.
Outcome
A complete migration to Framer. Over 500 pages restructured. Design became responsible for publishing, and the gap between design and implementation nearly disappeared.
The result
Pages migrated and restructured
Average session on the validation landing page
Publishing speed, minimal SEO loss
Where We Were
The original website reflected an earlier LinkedPhone. It wasn't necessarily broken, it simply represented an earlier stage of the company. The brand workshop had already happened. The design system was maturing. The website communicated none of it.
Ownership looked like marketing, to development, to the website, to design support: every update required coordination, every design required implementation, every iteration introduced friction. The website wasn't just visually outdated. The workflow was.
Brand, product, platform, AI: website, lagging
Everything else in the company had already moved on.
Act 02Problem
The Problem
Narrative
The story being told was outdated. The company had evolved. The messaging hadn't.
Visual
The product and website felt disconnected: different language, different visual systems, different personality.
Operational
Designers designed. Developers implemented. Publishing depended entirely on handoffs.
The result: every improvement moved slower than it should have.
Dozens of friction points, marked
Every place the old site's story stopped matching the current product.
Investigation
Traditional WordPress felt familiar and flexible, but implementation-heavy and slow to iterate. Bricks Builder became the first serious attempt: more creative freedom, better layouts, real control. The output was promising. But a new bottleneck appeared: someone still had to build what was designed.
Insights
Insight 01
The bottleneck was distance.
Insight 02
Every handoff introduces entropy.
Insight 03
Designers already understood the narrative.
Insight 04
A website is a system, not a set of pages.
Act 03 · Turning Point
We thought we needed a better website.
We needed a better publishing system.
The project stopped being about pages. It became about ownership, architecture, scale, publishing and narrative, all at once.
Exploration Lab
Rather than rebuild the entire website at once, the team built one page: the App Update landing page. The question was simple: can a design-led implementation produce meaningful results?
Direction A
Direction B
Direction C · The winner
The percentages above are illustrative evaluation scores from the exploration process, not measured data.
Breakthrough
For the first time, the thing being designed was also the thing being built. Mockups became products.
A website is not pages. It's an operating system for communication.
Act 04System
System Architecture
Design System Impact
Typography, spacing, color, motion, interaction, hierarchy and narrative patterns, all migrated. For the first time, the product and website started to feel related.
Product Showcase
The public front door
The first real point of contact told the same story the product now did.
Information architecture, at scale
Every module and feature, organized the same way the product organizes them.
An interactive voice experience
The AI story, told on the page it's introduced on.
Interaction & Motion
Jitter-powered micro-interactions, screenshot reveals, hover systems and animated demonstrations. The goal was never decoration. It was memorability.
Act 05Impact
Validation
The strongest validation came early. The MVP landing page generated a 3+ minute average session time, on a page that wasn't even designed to convert. Internally, that result created enough confidence to migrate hundreds of pages.
Pages moved
Average session, MVP page
Publishing speed, minimal SEO loss
Ripple Effects
The website connects to product, brand, AI, SEO, marketing and content, all at once. It became the bridge holding the rest of the transformation together in public.
Archive
Website strategy deck
Embed
Content architecture
Doc
Framer files
Embed
Jitter prototypes
Video
SEO documentation
Doc
CMS structures
Doc
Lessons
Lesson 01
A website is a communication platform.
Not a marketing asset that sits apart from the product.
Lesson 02
Every handoff creates friction.
The fastest workflow is usually the one with the fewest translations.
Lesson 03
Design becomes more powerful when it can ship.
Ownership all the way to production changes what design is willing to try.
Lesson 04
The best CMS is the one your team will actually use.
Not the most powerful one on paper.
Legacy
It was about collapsing the distance between thinking and making. Before this chapter, design proposed and others built. After it, design could think, build, publish and iterate, on its own.
The website became the final layer of a transformation that had already touched product, systems, AI, operations and brand.
Closing
Before Framer, design made websites. After it, design built them. Once design became implementation, the only real limit left was imagination.