Northwind Platform Rebuild

Northwind Co. engaged Artovate Digital to rebuild its public-facing platform ahead of a Series B fundraising push. The existing site was slow, structurally disorganized, and no longer reflected the maturity of the product. Over nine weeks, we rebuilt the entire platform on Next.js, restructured the information architecture around buyer intent, and shipped a design system built to extend as the product line grew. The result: a 94% lift in conversion rate and a 62% reduction in page load time, delivered in time for the funding round it was built to support.

Northwind's original site was built quickly during an early fundraising push years earlier and never meaningfully revisited. As the company grew, new pages and features were added ad hoc, with no consistent information architecture behind them. By the time Northwind approached us, load times were approaching six seconds, the visual design no longer matched the product experience, and the internal engineering team had no bandwidth to address it without pulling resources from the core product.

Three objectives anchored the engagement: rebuild the platform on a performance-first foundation without disrupting the active sales pipeline that depended on it; restructure navigation and pricing pages around actual buyer intent rather than internal team structure; and hit a hard launch deadline tied to an upcoming investor push, with no flexibility to slip.

Treating performance as a design constraint from day one — not a post-launch optimization pass — was the single biggest factor in hitting the final Lighthouse score. Every component was budgeted against a performance target before it was approved, which meant far less rework than a typical 'build first, optimize later' approach.

Northwind is now evaluating a headless CMS connection so their marketing team can iterate on landing pages independently — the content architecture from this rebuild was deliberately structured to support that without a further rebuild.