Rebranding Intelity from tablets to tech
A clearer, more credible brand and website for a hotel guest-engagement platform.
The short version
Intelity is a software company that created a platform for luxury hotels where guests and staff could connect via iPad, TV, or mobile app.
The largest miscommunication from the site and marketing materials was that Intelity sold hardware to hotels instead of a robust software platform.
I worked with marketing, sales, and leadership to reposition the brand around clarity and trust, then redesigned the site to match.
What was getting in the way
- The information architecture was hard to follow, which drove high bounce rates and weak SEO.
- Heatmaps showed visitors never found the buttons sitting below the fold.
- Device-focused imagery and industry jargon confused customers about the company's product.
- Prospects couldn’t see how the full platform fit into hotel operations.
How I found the root cause
User testing and heat mapping
Used UserTesting.com to check whether the messaging and navigation made sense.
Analytics review
Looked at where visitors dropped off or misread the content.
Stakeholder interviews
Talked with Sales and Support to learn what clients kept asking.
Customer interviews
Asked customers what tools they needed and repositions marketing materials to match.
How we solved it
- Replaced jargon with plain English and led with imagery that shows the experience, not the hardware
- Redesigned the website to put CTAs above the fold
- Updated accessibility and reworked SEO
- Worked with the sales team to rework sales strategies and materials.
- Updated app demos to be sleek and modern
The new look
What happened next
The redesign led to measurable improvements across the site.
- ↑Brand recognition
- ↑Organic search visibility
- ↑Quality lead generation
- ↓Bounce rates
- ↓Sales call volume, thanks to clearer self-service information
