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UI/UX Design · Crowdsourced Testing · 2020

Website UI/UX Design for Qualitrix's Global Digital Authority

Qualitrix had outgrown their website. We built a complete UI/UX system — colour, typography, custom iconography, and information architecture — that matched their international standing and turned their digital presence into an active lead generation platform.

9
Total Deliverables
complete design system
3
Core Pages
homepage · about · get a quote
2020
Delivered
figma-native ui/ux design
01 — Brief

A global QA leader that had outgrown its website

Qualitrix needed a digital presence that kept pace with their international standing and automation-forward ambition.

Qualitrix is one of the fastest-growing crowdsourced testing and market acceptance firms in the world, serving a global client base spanning both large enterprises and high-growth startups. Their model is built on two pillars reshaping quality assurance in software: crowdsourced testing — a distributed global community validating software across real devices, environments, and geographies — and automation testing, which was central to their 2020 strategic direction. Their service range covers automation testing, cloud testing, security and performance testing, and mobile and web QA.

By 2020, their capabilities, global footprint, and strategic direction had evolved significantly — but the website had not kept pace. The redesign had a clear objective: create a professional, trustworthy digital hub that accurately represented Qualitrix's international stature, communicated their automation-forward mission, and served as an effective lead generation platform for both corporate and startup clientele around the world.

Client
Qualitrix
Industry
Crowdsourced Testing & Market Acceptance · Global
Services Delivered
UI/UX Design · Website Redesign · Custom Iconography · Custom Illustration · Responsive Layout Design · Lead Generation UX
Tool
Figma
Year
2020
02 — Challenge

A digital presence that underrepresented a world-class company

When your clients are evaluating five testing vendors simultaneously, your website does serious commercial work.

Qualitrix's service range had grown into a comprehensive offering positioned for internationally operating technology businesses. Their crowdsourced testing model — a genuinely differentiated proposition built on a distributed global community of testers — combined with an automation-forward strategic push created a company with real depth and global credibility.

But the website told a different story. Their digital presence underrepresented the company's actual capabilities, failed to communicate credibility at the level enterprise buyers expect, and did little to serve the conversion journey. In a market where enterprise technology buyers, startup CTOs, and procurement teams evaluate multiple providers simultaneously — and where the website is often the first and most sustained touchpoint — that gap had become a direct revenue problem.

For a business whose clients are international, technically sophisticated, and evaluating multiple quality assurance providers simultaneously, a digital presence that fails to communicate credibility is not a perception problem — it is a direct commercial liability.
03 — Approach

Optimistic Future — a design system built for global credibility

Every design decision — palette, typeface, iconography, illustration, and IA — was built around a single concept: quality assurance, done right, is an enabler of confident software delivery, not a friction point.

01

Colour System — High-Contrast Professional Authority

A four-colour palette built with precision and purpose. Cerulean Blue (#1C465C) anchors the structural authority of the site — deep, considered, and credible at the register a global enterprise client base expects. Caribbean Blue (#11C1F2) provides highlight energy and forward-facing technical optimism. Carrot Orange (#F29111) serves as the CTA and conversion accent — high-contrast against both blues, warm and action-oriented, directing attention to Get a Quote and Request a Call Back with clarity. Midnight Blue (#140F33) grounds the darkest background sections. Together, two blues, an orange accent, and a near-black read as technically sophisticated and internationally professional without the coldness of a monochromatic system.
02

Typography — Assistant

The typeface chosen was Assistant — a Hebrew and Latin type family derived from Source Sans Pro, selected specifically for its clarity and the legibility qualities inherited from American Gothic typeface design traditions. Assistant's letterforms are clean and structured without being rigid: a modern technical feel with enough warmth to serve a company whose value proposition includes humanising quality assurance through a global, distributed testing community. Bold weight carried headings and primary labels; regular weight handled body copy, descriptions, and form labels — creating a readable, trustworthy typographic voice consistent with the platform's international corporate audience.
03

Custom Design Assets — Iconography & Illustration

First Launch developed a custom set of linear icons covering Qualitrix's core service categories — automation testing, cloud testing, security and performance, and mobile and web QA — using a consistent thin-stroke style. Heavy, filled icons carry a weight that can feel dated in a technical product context; thin-stroke linear icons feel precise, modern, and analytically minded — the register a QA company's audience expects. Alongside the icon set, a series of custom flat-style illustrations depicted global collaboration, data analysis workflows, and software QA scenarios. For a crowdsourced testing firm, illustration was the only right call: the distributed, human nature of their model is genuinely difficult to communicate through photography or stock imagery. The illustration palette drew directly from the brand's blue and orange system, keeping the visual language coherent across every page.
04

Information Architecture & Page Design

Three core pages formed the backbone of the redesigned site, each engineered for a specific commercial purpose. The homepage led with a hero establishing Qualitrix's positioning immediately; a Global Presence map communicated international footprint visually — the kind of geographical credibility enterprise clients evaluate when selecting testing partners. The About Us page was designed to carry disproportionate conversion weight: the place where a decision-maker decides whether the company is serious, established, and aligned with their values. The Get a Quote page was built around a single goal — reducing friction at the conversion point, with clean input fields and high-contrast CTAs competing with nothing for the visitor's attention.
Page Blueprint
Homepage
Hero · global map · service grid
About Us
Vision · 2020 mission · brand story
Get a Quote
Friction-minimised lead capture
04 — Showcase

The Work

View the complete UI/UX design on Behance — including the full page layouts, colour system, icon set, and illustration series.

View full project
Qualitrix Website UI/UX Design — Behance
→
4
Colour Palette Layers
1
Custom Icon Set
1
Illustration Series
100%
Mobile Responsive
"
Quality assurance, done correctly, is not a friction point in the software development cycle — it is an enabler of confident, fast, and reliable software delivery.
First Launch Design Direction — Qualitrix, 2020
Work with First Launch
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05 — FAQ

Questions about this engagement

Common questions about website UI/UX design for B2B technology companies.

Want results like these?
We reply within one business day.
Get in touch
  • A B2B technology website redesign goes well beyond visual updates. It involves building a complete design system — colour palette, typography, iconography, and information architecture — that serves specific commercial goals: establishing credibility with enterprise buyers, communicating technical capability clearly, and guiding qualified prospects toward conversion. First Launch approaches every website redesign by understanding the audience (who they are, how technically sophisticated they are, what they evaluate when comparing vendors) before a single design decision is made.
  • The redesign was built around a single concept First Launch called Optimistic Future — the idea that quality assurance, done correctly, is an enabler of confident software delivery, not a friction point. Every design decision — the four-colour palette, the Assistant typeface, the custom linear icon set, the flat-style illustration series, and the three-page IA — expressed this: technically credible, internationally minded, and forward-looking. The full redesign was executed in Figma.
  • The crowdsourced testing model — a distributed global community of testers validating software across real devices, environments, and geographies — is genuinely difficult to communicate through photography or stock imagery. Custom flat-style illustrations depicting diverse, collaborative global teams working across devices could communicate this model immediately and warmly in a way no stock library could match. The illustrations were designed in the Qualitrix brand palette, keeping visual language consistent across every page.
  • Effective B2B lead generation UX reduces friction at every stage of the conversion journey. For Qualitrix, this meant structuring the homepage to establish positioning and credibility immediately (hero, global presence map, service categories), designing the About Us page to carry disproportionate conversion weight for decision-makers evaluating multiple vendors, and building the Get a Quote page around a single goal — making it as easy as possible to initiate contact with no unnecessary elements competing for the visitor's attention.
  • Enterprise technology buyers are time-pressured and sophisticated — they evaluate multiple providers simultaneously. Credibility signals include: a colour system that reads as professionally authoritative without being generic; typography that is clean and structured; an information architecture that answers their specific evaluation criteria quickly; and a visual language (illustration, iconography) that reflects the company's actual model rather than defaulting to corporate stock imagery. Every element of the Qualitrix redesign was built to pass this evaluation.
  • Yes. First Launch is a full-service digital marketing agency in Bangalore delivering UI/UX design, website redesign, custom illustration, iconography, and digital marketing for technology companies, SaaS platforms, quality assurance firms, and B2B businesses across India and internationally. If your digital presence has outgrown your company's actual capabilities, get in touch.

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