CPI: Redesigning a complex deep-tech website
around clearer user journeys
CASE STUDY
We delivered for CPI
- UX and content workshop
- Sitemap and information architecture
- Wireframe development
- Full website redesign in Figma
- Developer collaboration and handover
- Conversion and form journey recommendations
The Background
Arke and CPI had already begun evolving its visual identity, but its digital experience needed to make the same leap. Their online presence needed to reflect the evolved visual identity, as well as improve the user journey. The existing website had grown into a complex mix of legacy pages, overlapping sections and capability-led content that did not always make it easy for a potential customer to understand where to start.
That mattered because the website had a bigger commercial role to play.
CPI’s marketing strategy called for a more scalable, high-performing digital infrastructure, with clearer customer journeys and stronger conversion pathways.
The site needed to help different audiences quickly understand what CPI offers, why it is credible and how to take the next step.
The redesign therefore had two jobs: bring the evolved CPI brand to life digitally and rethink the experience around the people using it.
The Mission
Create a clearer, more user-friendly website that makes CPI’s breadth of deep-tech expertise easier to understand, easier to navigate and easier to act on.
Rather than asking users to decode CPI’s internal capability structure, the new experience needed to orient visitors around their own needs: what they are trying to achieve, the evidence they need to move forward and the most relevant route into CPI.
The project also needed to support CPI’s wider digital ambition: improve audience relevance, simplify the path to conversion and create a scalable platform that could support evolving markets, content and campaigns over time.
This wasn’t a re-skin job. Our goal has been to creatively bring together CPI’s expertise
across various user journeys and touchpoints.”
Matt Stokes
Arke’s Head of Creative
The Strategy
We used CPI’s ‘Being Found. Being Trusted. Being the Answer.’ framework as a practical lens for the website experience.
- Being Found: Simplify the information architecture, reduce duplication and give priority content clearer routes through the site, with SEO and discoverability considered from the outset.
- Being Trusted: Bring proof, people, partnerships, case studies and real-world impact closer to the decision journey, rather than relying on capability descriptions alone.
- Being the Answer: Create more problem- and goal-led pathways, clearer calls to action and simpler routes into conversation, helping users move from exploration to a confident next step.
During the UX work, particular attention was given to medium-sized SMEs and large corporates, while recognising that CPI serves a much broader mix of audiences. We also identified distinct user journeys across devices: mobile needed to establish relevance and trust quickly, while desktop needed to provide the depth, proof and conversion detail required for more considered decisions.
The Process
Arke led the UX, information architecture, wireframing and design, working closely with CPI and Framer Pro Expert, Inndio Studio, who provided technical consultation during planning and design and were responsible for the site build.
UX workshop
For each key content area, we worked with CPI’s team to define who the page was for, the problem that the visitor was trying to solve, what they needed to understand and what action should come next.
Sitemap and information architecture
The workshop fed directly into a new sitemap. We audited the existing structure and clarified the purpose of the main sections.
The new structure reduces the confusing overlaps and legacy pathways identified in the previous site.
Wireframes and conversion journeys
Arke developed wireframes around repeatable user journeys rather than one-off pages. We introduced clearer problem-led and action-led CTAs and more deliberate routes between awareness, proof and enquiry.
Full website redesign
The final design translated CPI’s evolved brand into a flexible digital system.
Across the new page designs, people and proof are given greater prominence. Expert profiles, customer stories, partner logos, outcomes, facilities and case studies sit alongside technical content, helping the website demonstrate not just what CPI has, but why visitors should trust the people behind it.
Development collaboration
Arke worked closely with Inndio Studio throughout the design-to-development handover, bringing technical feasibility into the process early rather than treating development as a final production step.
The agreed build approach used Framer, with responsive components, CMS collections, HubSpot-connected forms, SEO and performance considerations, testing and launch support included within the development scope.
The Results
The redesign created a much clearer digital expression of CPI’s evolved brand and a stronger foundation for customer journeys across the site.
- A simplified top-level experience that gives users clearer routes into CPI by need, market and content type.
- A customer-led page structure that balances technical depth with plain, outcome-focused navigation and next steps.
- More visible proof through people, case studies, partners, facilities and impact, strengthening trust at key decision points.
- Consistent conversion patterns, including clearer CTAs and forms designed to connect website engagement with HubSpot.
- A reusable design system that can scale across a large and varied content estate without every page needing to be designed from scratch.
- A development-ready Figma system designed for responsive implementation in Framer.
The strongest shift is not cosmetic. The new experience moves CPI away from asking visitors to navigate an organisation chart of capabilities and towards helping them recognise their challenge, build confidence in CPI’s expertise and understand what to do next.
That makes the website a more useful expression of CPI’s wider marketing strategy: easier to find, easier to trust and better equipped to become the answer when an innovator is ready to move forward.
We see a lot of value in the thoughts, expertise and perspectives Arke brings, and we appreciate
the collaborative approach to working with CPI.”
Communications, Content &
Channels Manager
CPI
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