Their website had a 90%+ bounce rate. Visitors left within 4 seconds.
Estility brings tech-first convenience to residents in gated communities across Nigeria. When I joined, the website had over 90% bounce rate; visitors left without any desired action. The primary CTA was 'Book a Demo', a cold, high-friction ask for first-time visitors. There was no design system, no visual consistency, and the product suite was growing faster than the design infrastructure could support.
Design system: the foundation everything else stood on
Before touching any screens, I built the design system from scratch. Tokens, components, patterns, documentation. This cut project timelines by 17% and let the team scale without inconsistency.
Website strategy: CTA surgery
Shifted the primary CTA from 'Book a Demo' (cold, high-commitment) to 'Download the App' (immediate, low-friction). This one decision directly improved activation. Also booked a custom photography session, a strategic move that replaced the stock imagery pulling down the brand.
Stakeholder facilitation
Led multi-phased stakeholder meetings, set KPIs per team member, and presented two distinct design directions for decision. The design process became a business process.
10+ products across 12 months
Designed and shipped mobile app, web platform, resident portals, and operational dashboards. Mentored the design team. Cross-collaborated with product managers and engineers. This was product leadership as much as product design.
"Muiz (Laja) is our design architect and for real, he's a guru at it.