UI/UX redesign and visual communication of MarTech AI platform
Illustrate and segment to understand
Pathmonk has a leading product: its AI engine increases conversions by 50 to 60% on average, without cookies and in real time. The problem was not the product, but the communication. Potential users came to the website without understanding what specific solution Pathmonk provided or which of its tools solved their specific problem.
A platform that competes with Google Analytics and promises hyper-personalized experiences cannot lose customers due to a lack of visual clarity. The challenge was to transmit a very sophisticated product through a clear and understandable visual language through infographics and contextualized educational content.
Roles
Visual communication for complex technology
The work was organized on two fronts. First, the redesign of the website and blog on WordPress/Elementor with a new visual system aimed at transmitting technological rigor and B2B credibility: more hierarchical clarity, better reading flow, specific landings for each vertical — SaaS, e-Commerce, Agencies — with graphic resources adapted to each segment.
Second, a massive campaign of infographics designed in Figma to eliminate the product's cognitive barriers. More than 90 graphic pieces explain the logic of each module and functionality — from predictive segmentation to funnel optimization — with a consistent visual language between the interface and explanatory materials. The AI Agent landing (Jun-Nov 2025) condensed that approach: own iconography and flow infographics for a new and complex product, explained without technicalities.
A new user experience that converts
The redesign had a direct impact on the understanding of the product and the onboarding of new customers. A clearer interface and consistent infographic system reduced queries to the technical team and improved the user's ability to identify which Pathmonk solution solved their specific case.
new clients the first year
conversion ratio
"Miguel stands out for the quality of his illustrations and creative concept. He knew how to perfectly understand the essence of our brand, and transfer very complex technological ideas to clean, attractive images, and perfectly aligned with what we wanted to convey."
