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This page documents transforming trundl.com from placeholder to growth engine.

* Wireframes shown are recreated in Figma, from memory and publicly available data solely for portfolio demonstration purposes.

Trundl.com: The Evolution

Overview

I had joined Trundl Labs in October 2019. At that time a placeholder site existed with no strategy. Over five years, I built 100+ page enterprise platform through 4 redesigns and 3 refines, integrating UX, SEO, analytics and HubSpot automation.

About:Trundl, is a Platinum Atlassian Partner, which helps teams adopt collaboration platforms. Starting with Atlassian implementations in 2019, it expanded into cloud migrations and managed services. By 2025, Trundl delivers global digital transformation across collaboration, cloud, security, GenAI, and DevOps.

Project Type:

End-to-end Website Redesign & Evolution (from placeholder → 100+ page enterprise platform)

Case Study Timing:

October 2019 – March 2025 (spanning seven versions, from V1 placeholder to V7 live enterprise platform)

Skills:

  • UX/UI Designer – User research, journey mapping, IA, wireframes, prototypes, design systems

  • Researcher – Competitive benchmarking, persona building, SEO/keyword research, user journey analysis

  • Digital Marketing Specialist – SEO/SEM execution, CRO optimization, inbound strategy, campaign design

  • Web Developer (No-Code/Low-Code) – Built & maintained WordPress sites (Elementor Pro, WPBakery), optimized Core Web Vitals

  • Automation Architect – Designed HubSpot workflows, lead nurturing, lifecycle campaigns, analytics dashboards

  • Event & Content Strategist – Repurposed webinars → blogs → evergreen resources, drove traffic through JiraCon campaigns

Tools:

  • Design & UX: Figma(wire-frames and mockup), Adobe XD

  • Web Development: WordPress, Elementor Pro, WPBakery, UX Builder

  • SEO & Analytics: Rank Math, SEMrush, Ubersuggest, Google Analytics, Google Tag Manager, Looker Studio

  • Automation & CRM: HubSpot (Marketing Hub, Content Hub, workflows, CTAs, CRM), MailerLite, Mailshake, Zift Solutions

  • Collaboration & Assets: Jira, Confluence, Trello, Photoshop

Version 1: The Placeholder (Pre-2019)

 

  • State: Single-page placeholder, no navigation, no SEO.

  • Purpose: Basic reassurance for visitors.

  • Business Perception: Website = optional.

  • Lesson: Highlighted the gap between user expectations (clarity, access, trust) and the company’s limited digital vision.

Version 2: Structured Identity (Feb 2020)

Trundl Website V2@0.5x

 

  • My First Build: Full redesign from scratch.

  • IA: Navigation introduced (Support, Integrations, Hosting, Training, Company).

  • Content: Case studies, HR Automation, Incident Management.

  • Tone: Personas (“Atlassian Ninjas, Sherpas, Trainers”) → humanized expertise.

  • Limitations: Still lacked SEO framework, HubSpot automation, and scalable CMS design.

  • Product Angle: MVP for credibility — got leadership to finally see the website as a real asset.

  • Lesson: Identity matters, but without discoverability + automation, digital presence is fragile.

 

Version 3: Lifecycle Orientation on Instapage (Jun 2020)

 

  • IA: Reorganized navigation → Atlassian Support, Solutions, Buy Licenses, Training, About, Contact.

  • Content: Introduced lifecycle framing: Evaluations → Managed Services → Hosting → Training.

  • Platform: Built on Instapage — flexible for design, but weak on SEO, scalability, and integrations.

  • Impact: Messaging improved (Trundl as a long-term partner), but technical limitations blocked growth.

  • Lesson: UX without a strong platform is like product design without engineering — great vision, weak execution.

Trundl Website V3@0.5x

Version 4: Thought Leadership & Community (Late 2020–2021)

Trundl Website V4

  • Platform Shift: Rebuilt on WordPress + Elementor Pro + RankMath SEO + HubSpot integration.

  • IA Expansion: Blog, Webinars, Podcast, Resources, FAQs.

  • Content: Transparent comparisons (e.g., Jira Service Management vs. ServiceNow).

  • HubSpot Layer:

     

    • Lead nurturing workflows.

    • Segmented forms for smarter CTAs.

    • CRM integration to align marketing + sales.

     

  • Digital Marketing Stack: RankMath → SEO; HubSpot → inbound automation; GA + Looker Studio → analytics.

  • Impact: The site became a knowledge hub, driving organic discovery and inbound nurturing.

  • Lesson: This was the first version where Trundl.com became a digital product, not a brochure.

Version 5: Global, Productized, Enterprise-Ready (2022)

 

  • Platform: Continued with WordPress + Elementor Pro + RankMath + HubSpot, now scaled to 100+ pages.

  • IA: Mature segmentation: Services | Products | Industries | Resources | Company.

  • Services: Fully productized → Agile Transformation, Managed Services, Consulting, Training.

  • Products: Proprietary tools (AppLoud, Honcho).

  • Industries: Tailored UX flows (Healthcare, Education, Music Publishing).

  • Marketing Automation:

    • HubSpot nurturing sequences tied to content downloads.

    • Lifecycle campaigns aligned with buyer stages (awareness, consideration, decision).

    • Co-terming license workflows & lead scoring.

     

  • Impact: Balanced ecosystem design (services + products + industries + resources).

  • Lesson: UX maturity = ecosystem product design — serving different users with clarity, powered by automation.

TRUNDL WEBSITE V5

Version 6 : Version 6 (2023): Rescue from Vendor Lock-In

What happened

  • An external agency delivered a hard-coded build (custom edits without CMS modularity).

  • This created vendor lock-in: $500/month retainer fees plus charges for updates.

  • The site became brittle and unmaintainable internally.

 

My role

  • Took over technical ownership of the site.

  • Diagnosed codebase, untangled hard-coded elements, and restructured parts to make it maintainable in-house.

  • Re-established a workflow for updates without paying vendor fees.

  • Restored template logic and CMS-driven maintainability.

 

Outcome

  • Eliminated recurring vendor cost (~$6,000/year plus ad-hoc updates).

  • Brought site back into Trundl’s control.

  • Preserved all the content/UX depth from V5 while making it editable, extensible, and sustainable.

Why this matters for a Senior Product Designer role

  • I can inherit broken, over-engineered systems and stabilize them.

  • I have technical empathy: I can diagnose codebases and work across design + development boundaries.

  • Advocacy for sustainable design systems: I know the danger of hard-coding / vendor lock-in and why modular templates are critical for business agility.

TRUNDL WEBSITE V6 and V7

Version 7(a revision): The Live Platform (2024–2025)

  • Current State: Enterprise-grade, global platform actively maintained end-to-end by me.

  • Features:

    • 100+ pages, global offices (San Jose, Nashville, Hyderabad, Vancouver).

    • Services, products, industries, and resources in a coherent ecosystem.

    • HubSpot → end-to-end inbound automation.

  • My Role: Sole owner of the full lifecycle:

    • Development (WordPress, UX Builder).

    • SEO (RankMath, SEMrush).

    • Marketing automation (HubSpot sequences, lead scoring, nurturing flows).

    • Analytics (GA4 + Looker Studio dashboards).

  • Recognition: Formally appreciated by Trundl’s Co-CEO for leadership in multiple redesigns, SEO, content systems, and JiraCon execution .

  • Lesson: At V7, the website is not just UX — it’s a living digital product, continuously evolving with business and user needs.

TRUNDL WEBSITE V6 and V7

Key Impact (My Role)

I transformed Trundl.com into a scalable digital product through UX design, SEO, automation, and global optimization.

  • Built Trundl.com from placeholder → 100+ pages, across 4 redesigns + 3 full rebuilds.

  • Designed wireframes, mockups, IA *

  • Created modular templates, improving build speed by 40%, saving 100+ hrs annually.

  • Drove consistent SEO-driven growth:

    • +50% traffic in 2020

    • +33% in 2022

    • +31% in 2023

    • +28% in 2024

    • +25% in 2025

  • Launched content repurposing systems → +25% organic traffic, 15 hrs/month saved.

  • Integrated HubSpot inbound automation (forms, workflows, lead scoring, nurturing sequences).

  • Recognized formally for adaptability, innovation, and execution .

* Wireframes shown are recreated in Figma, from memory and publicly available data solely for portfolio demonstration purposes.

The UX + Product Evolution Arc

 

  1. Survival UX → reassurance, placeholder (V1).

  2. Identity UX → structured credibility, MVP site (V2).

  3. Lifecycle UX → partner narrative, but technical limits (V3).

  4. Inbound UX → rebuilt on WordPress/Elementor + SEO + HubSpot (V4).

  5. Ecosystem UX → global segmentation, productization, automation (V5).

  6. Performance UX → enterprise rebuild, speed + automation (V6).

  7. Product UX → living digital product, fully measurable, inbound-driven (V7).

 

Takeaway

I turned Trundl.com from a placeholder into a living digital product — one that grew, adapted, and performed like any enterprise SaaS platform.

  • As a UX Designer, I mapped customer journeys, architected sitemaps, and created wireframes/prototypes in Figma and Adobe XD to make navigation intuitive and lifecycle-driven.

  • As a UI Builder, I developed scalable WordPress templates (Elementor Pro, WPBakery), implemented design systems, and optimized Core Web Vitals to deliver consistent, responsive experiences.

  • As a Digital Marketer, I executed advanced SEO/SEM strategies (Rank Math, SEMrush, Ubersuggest), conversion rate optimization (CRO), and inbound content strategies — achieving YoY organic traffic growth (50% in 2020, 25–33% annually thereafter) .

  • As a HubSpot Practitioner, I automated lead nurturing workflows, implemented lifecycle campaigns, built custom forms/CTAs, and integrated CRM insights into the website — applying HubSpot Academy’s inbound principles (“Attract, Engage, Delight”) to Trundl’s digital funnel.

  • As a Product Thinker, I treated the website like a SaaS product: continuously optimized, analytics-driven (Google Analytics, Looker Studio), modular by design, and evolving across seven versions (V1–V7) to meet both business and user needs.

Result: Trundl.com became not just a site, but a growth engine — discoverable, measurable, and scalable, balancing UX design, technical rigor, and inbound marketing strategy.