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Hashtag Strategize: Designing Our Own Growth Through UX
- May 20
- 5 min read
Updated: 10 hours ago
"We realised visitors weren't looking for more information; they were looking for enough confidence to take the next step."
The Vision
Hashtag Strategize was born from a combination of uncertainty, ambition, and opportunity.
While completing my marketing degree, I became increasingly aware of how competitive the job market could be and the possibility that I might not immediately secure a role within an agency. Rather than waiting for an opportunity to present itself, I decided to create one.
The inspiration came from an entrepreneurship module at university, where I learned how many great business ideas struggle not because of poor products or services, but because of limited resources and a lack of visibility.
That idea stayed with me.
I wanted to build a business that could help smaller brands and growing businesses access marketing support without feeling excluded by large agency pricing. At the time, however, Hashtag was little more than an idea and a willingness to learn.
Like many first-time business owners, I believed having a website was simply part of the process.
What I didn't realise then was that a website is far more than an online presence. It is often the first experience someone has with a brand, and that experience plays a significant role in whether trust is built or lost. The evolution of Hashtag's website would ultimately become one of the most valuable UX lessons I have ever learned.
The Challenge
The first version of the Hashtag website was created before I truly understood user experience, customer behaviour, or digital strategy.
At the time, I had little portfolio work to showcase and was still completing free projects to gain experience and build credibility. The website existed primarily because I felt a business needed one, not because I had a clear understanding of what it needed to achieve.
Looking back, several challenges became immediately obvious.
The website relied heavily on stock imagery and generic visual content. While it appeared professional on the surface, it lacked authenticity and did little to build trust with potential clients.
There was no clear positioning, no defined unique selling proposition, and no structured user journey. Visitors could view the website, but they were not being guided towards a meaningful action.
Most importantly, the website was built around assumptions rather than research.
I had not yet conducted meaningful competitor analysis, customer research, or UX testing. The website reflected what I thought people wanted rather than what users actually needed.
As my experience grew, these gaps became impossible to ignore.
The Turning Point
The decision to redesign the website came when I chose to take Hashtag seriously as a business rather than a side project for the past 4 years.
When I decided on a new website, I finally had real client work, measurable results, and a growing portfolio of projects that demonstrated what I was capable of delivering.
Potential clients were no longer asking what services I offered.
They wanted to know:
What experience do you have?
What results have you achieved?
How do you approach projects?
Why should I trust your business?
I quickly realised that my website needed to answer these questions before a client ever booked a call.
At the same time, I began studying UX design more formally, completing certifications in UX fundamentals, digital wireframing, user empathy, and the design thinking process.
As I learned, I applied those lessons directly to my own website.
Hashtag became my testing ground.
Our Approach
The redesign process was driven by a simple goal:
Create a website that prioritised user needs rather than business assumptions.
Instead of focusing purely on aesthetics, the new experience was built around understanding how visitors think, browse, and make decisions.
Several factors influenced the redesign:
User Research
Understanding how potential clients researched agencies and service providers helped shape the overall structure of the website. One of the biggest discoveries was that most visitors had already completed a large portion of their decision-making before landing on the website. They were not looking for lengthy explanations. They were looking for reassurance.
Competitor Analysis
Researching competitors highlighted both strengths and opportunities within the industry. Many websites focused heavily on services but lacked clear pathways for conversion, interactive elements, or meaningful proof of work. This insight helped shape a more user-focused experience for Hashtag.
UX Principles
The redesign was heavily influenced by UX principles, including information hierarchy, accessibility, simplicity, and Gestalt design principles. Inspired by platforms such as Google, the goal became creating an experience that felt intuitive, easy to navigate, and accessible regardless of device or technical ability.
Mobile-First Thinking
A major consideration throughout the redesign was understanding how clients would actually access the website.
Most users would not be researching agencies from a desktop computer during business hours.
Instead, they would likely be browsing on mobile devices during lunch breaks, evenings, or between meetings.
This influenced everything from navigation placement to content length and call-to-action positioning.
Bringing The Experience To Life
The redesign focused on simplifying the user experience and making it easier for visitors to take action.
The homepage became the main conversion point, with clear consultation booking pathways integrated across both desktop and mobile experiences.
To build trust and credibility, the website introduced:
Portfolio projects
Case studies
Google Reviews integration
Clear service positioning
Simplified navigation
Rather than overwhelming users with information, the website was designed to guide them towards what mattered most. The addition of case studies also helped showcase not just completed work, but the strategy and thinking behind each project.
The Outcome
Today, the Hashtag website is more than a digital portfolio. It acts as a conversion tool, builds credibility, and reflects the business itself. The redesign showed the value of applying UX principles to real-world challenges, reinforcing the importance of clarity, structure, and user-focused thinking.
As the website continues to evolve, improvements are guided by data, user behaviour, and ongoing learning rather than assumptions.
Final Reflection
Perhaps the biggest lesson this project taught me is that users do not need more information.
They need more confidence. When I first launched Hashtag, I believed success came from explaining everything.
Today, I understand that effective UX is often about removing friction, simplifying decisions, and helping users find clarity quickly.
The evolution of the Hashtag website mirrors the evolution of my own thinking as a marketer, business owner, and UX practitioner.
Every redesign, every improvement, and every lesson learned has reinforced the same principle:
Great digital experiences are not designed around what businesses want to say.
They are designed around what users need to understand.
And for Hashtag, that mindset continues to shape every project we take on.
Written by Casey Johnson
June 2026
