Portfolio
Open Access
How a Website Redesign Brought +365% New Visitors to OpenAccess
Project at Glance
OpenAccess is a B2B SaaS that bridges the gap between internet service providers and network infrastructure owners, enabling collaborative expansion of fiber optic internet access across Indonesia. The platform serves two distinct user segments simultaneously — ISPs who need access to existing infrastructure, and OSPs who own and want to monetize that infrastructure.
This project was a full company website redesign — spanning the homepage, five core feature pages, a consultation page, and a blog system — with the goal of transforming how OpenAccess communicates its value to business decision-makers. The central challenge wasn't visual: it was architectural. How do you build a website that speaks clearly to two different audiences, across eight or more pages, while maintaining a single coherent brand identity and communication strategy?
Period
May — June 2025 (1 Months)
Role
UI/UX Designer
Scope
End-to-end redesign of the company website
Platform
Responsive Web
Industry
Network & Infrastructure
Website
Measurable Impact
+365%
New Visitors
First visits grew from 476 to 2,215 over the same period the following year — the redesigned website reached a significantly wider audience
+197%
Active Sessions
Session starts increased from 915 to 2,723 — more people actively opened and explored the website after the redesign.
+128%
Total Page Views
Page views rise from 1,633 to 3,724 — visitors didn't just arrive, they explored more pages within a single visit.
01
Problem Discovery
Business Problem
The previous OpenAccess landing page communicated in the language of network engineers, not the language of business decision-makers. Potential customers — ISP directors, IT managers, and regional network operators — couldn't quickly answer the most basic question: "Is this platform built for me, and what changes if I use it?" Without that answer, the page couldn't convert interest into action.
User Problem
OpenAccess serves two distinct audiences — ISPs who need infrastructure access, and OSPs who own it. The old website treated both identically. Neither felt spoken to. Neither had a clear reason to act.
02
Design Goals
7-Second Clarity
Every key page must answer "what is this, who is it for, and why does it matter" within the first seven seconds — even for visitors who have no prior knowledge of the network infrastructure domain.
Dual Audience Clarity
The content structure and layout must serve both ISPs and OSPs without creating confusion between the two. Each segment should immediately recognize that the platform understands and addresses their specific needs.
Enterprise Credibility
The redesigned pages must project the level of trust and professionalism that B2B SaaS companies require to convince mid-to-large network operators that OpenAccess is a legitimate, reliable platform partner.
03
My Design Process
1. Discovery
My first step was to deeply understand OpenAccess as a business — how ISPs and OSPs interact with the platform, which features deliver the most value to each segment, and how current users describe the platform's benefits in their own words. I then conducted a full audit of the existing pages to identify specific communication gaps: where the language was too technical, where the value proposition was unclear, and where decision-makers were likely losing interest.
2. Content Strategy & Information Architecture
My first step was to deeply understand OpenAccess as a business — how ISPs and OSPs interact with the platform, which features deliver the most value to each segment, and how current users describe the platform's benefits in their own words. I then conducted a full audit of the existing pages to identify specific communication gaps: where the language was too technical, where the value proposition was unclear, and where decision-makers were likely losing interest.
3. Visual Design
With a clear content strategy in place, I translated each page's architecture into visual design — layout, typography, component hierarchy, and visual flow that guides visitors from problem awareness, through solution understanding, toward a clear call to action. Every layout decision was made to serve the communication goal, not the other way around.
Review & Iteration
I presented the redesigned pages to stakeholders for review, ensuring the new designs were both visually clear and technically accurate. Feedback from this session shaped the final iteration before the designs were approved and handed off for implementation. (Fill in a specific example of what changed between drafts if available.)
04
UI Mockups
Homepage
The homepage serves two audiences at once — ISPs seeking infrastructure access and OSPs looking to monetize what they've built. Five core services are ordered to mirror how network companies actually operate, so each segment immediately sees where OpenAccess fits their business.
Social proof, benefits, and articles follow the B2B decision pattern: understand first, trust second, then explore. Every element earns its place — nothing is decorative.
Presale Services Page
The Presale page is built to answer the most important question before an ISP commits to infrastructure investment: "Which territory is actually worth building?" Territory mapping, homepass data, and cost estimation are structured so analysis that once took days can be completed in a single session.
Three core capabilities — presale data management, fast search, and dynamic territory control — follow the real workflow of a presale team. Faster expansion decisions mean fewer missed business opportunities.
Design & Planning FFTH Page
The Network Design page is built for teams who need to ensure every rupiah of infrastructure investment is spent correctly. Access point mapping, RAB calculation, and permit management are structured in one flow — following the real working sequence of a fiber optic project from planning to execution.
Planning errors at the start of a network project are expensive to fix. This page frames design accuracy and budget efficiency as one discipline — not two separate concerns.
Network Monitoring Page
The Network Monitoring page is built so ISP operations teams can detect and respond to issues before customers ever notice them. Three monitoring layers — OLT, ODP, and end-user performance — are structured from core infrastructure down to the customer experience, mirroring how network teams actually trace problems.
The page frames network stability not as a technical feature, but as a protector of customer trust — one that directly impacts business retention.
Work Order Management
The SDM Utility page is built for managers overseeing multiple divisions at once — from field teams and operations to administration. Work orders, attendance, performance, and bonuses across all staff are unified in one platform so no activity from any division goes untracked.
The page positions workforce management not as an administrative task, but as the operational foundation that keeps the entire business running efficiently.
RT/RW Net Partnership
The RT/RW Net Partnership page is a new addition — designed specifically for local internet operators running informal businesses without legal standing, official bandwidth, or stable income. The structure follows small operator decision-making: acknowledge the problem, offer a solution, prove it with numbers.
Commission rates, bonuses, and income simulations are shown transparently to build trust with an audience that has long been skeptical of partnership promises.
Articles Pages
The Articles page serves a dual function — as an organic SEO driver and an entry point for prospective partners not yet ready to act. Topics covering fiber infrastructure, ISP operations, and RT/RW Net guides target the exact keywords searched by decision-makers in the network industry.
Every article read is one more trust-building touchpoint — the deeper someone reads, the closer they move toward a business conversation with OpenAccess.
05
Results
This project required thinking not just about individual pages, but about how the entire digital ecosystem of OpenAccess works together to move a visitor from awareness to intent to action
Measurable Impact
+365%
New Visitors
First visits grew from 476 to 2,215 over the same period the following year — the redesigned website reached a significantly wider audience
+197%
Active Sessions
Session starts increased from 915 to 2,723 — more people actively opened and explored the website after the redesign.
+128%
Total Page Views
Page views rise from 1,633 to 3,724 — visitors didn't just arrive, they explored more pages within a single visit.
Lessons & Reflection
“Two Audiences, One Chance to Get It Right”
This project forced me to stop thinking like a designer and start thinking like the audience. ISPs and OSPs sit on opposite sides of the same business — and neither has the patience to figure out whether a page is relevant to them. That's why every word, every sequence, and every framing decision had to earn its place.
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