The Experience Lab
#User Experience
#Portfolio
#web Design
#Figma
TEXL
Redesigning a Creative Technology Agency’s website
In partnership with TEXL
WHAT IS TEXL?
TEXL is a Creative Technology Agency located in Dubai.
They develop immersive experiences that help brands and establishments engage with their visitors in innovative ways. TEXL creates and develops stunning visuals and interactive environments that captivate users and their clients.
TEXL’s previous webpage
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In 30 seconds I want the user to know what we do.
And in 3 seconds on the Products/Services page to know what we offer.
COMPANY GOALS
TEXL’s talent for storytelling is evident, but the website didn’t fully capture this. The company profile, with its strong presentation of services and case studies, inspired me to craft a website that truly reflects TEXL's strengths.
TEXL’s narrative design was evident, earning them recognition and inquiries at events they developed. Cue music - the research phase.
PAIN POINTS
TEXL faced several challenges to connect with potential clients effectively. There was a gap in public awareness regarding their range of products and services, compounded by the absence of an easily accessible online space. The lack of a dedicated web platform limited opportunities for advertising and showcasing their expertise to a broader audience. Addressing these issues became essential to ensuring TEXL’s presence and value were fully realized in the digital space.
COMPETITOR ANALYSIS
Following extensive competitor analysis, TEXL gained a clear vision for the website’s direction and structure, aligning perfectly with their business goals. This gave us a strong starting point to tackle the pain points that were holding them back from becoming a serious contender in the industry.
The Hanging House
Active Theory
Lusion
PurpleGlo
TEXL
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Clear
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Concealed
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Clear vs Concealed menu
Company Description
Showreel
Interactive Elements
Projects or case studies
Experience / Lab
Products / Services Displayed
TEXL’s top priority was to develop a professional business website that clearly showcased their products and services. The interactive elements and Lab were important but took a backseat as secondary priorities.
Lusion stood out as the perfect match, seamlessly aligning with the business goals envisioned for TEXL’s website. To dive deeper, I conducted a comprehensive SWOT analysis of their platform, uncovering valuable insights to guide our approach.
SWOT ANALYSIS
With the competitor analysis complete, we were able to pinpoint key areas to prioritize as enhanced features, as well as identify attributes to steer clear of.
Engaging interactive elements
User friendly
interface
Strong portfolio
of work
Mobile accessible
Contact section to reach wider audience
Blog
Social network connection
Products & Services are not clear
Cost
Extended scrolling
Long loading times
User fatigue
Extended scrolling
STRENGTHS
OPPORTUNITIES
WEAKNESSES
THREATS
USER FLOW
When the user enters the video editor they have a choice to keep AI generated content or manually edit and add elements to make a more customised output. The process can be as short as using what has been generated to an undefined amount of time editing.
WIP 1 (WORK IN PROGRESS)
The first WIP focused on a minimal menu bar and a banner highlighting the company showreel. This is a one-page concept where all the main points are shown up front with buttons to guide the user to other pages.
Minimal menu
Company banner with a graphic on the left. A button highlights ‘featured projects’. This is something TEXL wanted to be at the forefront as projects that make up the company portfolio is very important.
Company description that leads to a page to meet the team and a contact page.
Clickable products and services page to browse through. This later became a section that needed more attention.
Portfolio (showreel)
Contact us section with the option to fill in information and upload documents.
Testimonials and clients section.
Footer that includes social platform links
WIP 2
The second round explored a clear menu row that could define areas of the website. Products & Services took the primary landing page position and pages were divided up into sections. The flow of having multiple screens enhanced user interaction.
The Products & Services was created in a bento box style to neatly house all the services available with descriptions below
WIP 3
WIP 3 had the most fleshed out information and layout of projects and included all the main selling points on the home page. Areas of the webpage that are not currently available were give ‘coming soon’ pages to inform the user that more features will be added soon.
Once approved, the wireframe of the Mobile version of the website was created.
UI IMPLEMENTATION
Both versions of the website were rolled out with full UI implementation
COMPANY GOALS - ADDRESSED
Products & Services are not clear
Mobile accessible
Contact section to reach wider audience
Mitigate
User fatigue
PAIN POINTS - ADDRESSED
PREVIOUS
CURRENT
Clear
Yes
Yes
Yes
Yes
Coming Soon
Yes
None
Yes
No
No
No
No
Yes
Clear vs Concealed menu
Company Description
Showreel
Interactive Elements
Projects or case studies
Experience / Lab
Products / Services Displayed
Johannesburg
Gauteng
South Africa
Melissa Cramer © 2026