PitchBook
Transforming a financial SaaS website for conversion & content scale
PitchBook provides data, research, and intelligence for private capital markets. As the platform expanded, the company needed a website that could better support both subscription growth and content publishing while helping multiple audiences quickly find the information most relevant to them.
I led design and UX for the redesign of PitchBook.com, directing the team through homepage, product, content, sign-up, and landing page experiences while building a design system and CMS component library designed to scale alongside the business.
Challenge
PitchBook's website needed to serve two fundamentally different goals: drive subscriptions for a highly specialized financial platform while simultaneously supporting a growing research and editorial organization publishing large volumes of content.
The existing experience blurred those objectives. Users looking to evaluate PitchBook products were often navigating the same structures as visitors seeking market research and insights, creating friction for both audiences.
Strategy
Our approach centered on a significant information architecture shift: separating the experience into two primary pathways, Products and Insights.
By creating dedicated journeys for platform evaluation and content consumption, we could better serve each audience while reducing friction throughout the experience. We paired this structural change with clearer calls to action, improved content hierarchy, and flexible page templates that helped users quickly understand PitchBook's offerings and expertise.
Impact
The redesign delivered a scalable platform architecture that supported PitchBook's dual goals of subscription growth and content expansion. The new CMS framework empowered internal teams to publish content independently through reusable modules while maintaining consistency across marketing, product, and editorial experiences.
Role
Project creative lead responsible for strategy, creative direction, conversion journeys, design system development, stakeholder alignment, and hands-on design execution across the PitchBook.com redesign.
Building a Content System
A core objective of the redesign was enabling teams to publish content without design becoming a bottleneck.
We developed a reusable CMS component library and modular design system that allowed marketing, product, and editorial teams to streamline new page creation. The framework balanced editorial flexibility with governance, supporting both conversion-focused marketing content and large-scale publishing initiatives.
Initial design explorations
Component Library example
Design System documentation