Being a tech company, we like to think our own website should practice what we preach. Just like our clients, we need a platform that attracts the right people, explains what we do clearly, and shows the impact we create.
As we grown up, our previous site was no longer doing that. It felt incomplete and did not reflect our expertise, our people, or the scale at which we operate. For a company built on clarity, and trust, that gap was too big to ignore.
That is why we saw our website as something that needed to evolve. With our strong in-house expertise in UX, design, marketing, and development, and by listening to feedback from clients, colleagues, and partners, we set out to rethink the experience from the ground up. All of this on the shortest notice possible. Otherwise, it would be too easy.
The result is a modern, intuitive, and human website. One that grows with us and finally feels like CBTW today.
This article shares how we evolved our website on short notice, and the approach we used that might inspire your own digital product projects.
Challenge
As the company kept growing, our previous website no longer reflected our identity and brought clarity to our services. On a technical level, it was hard to edit, lacked flexibility, and was not optimized for conversion.
- Human touch
We provide AI-driven tech and business solutions powered by people and we insist on the “people”. Collaboration is one of our core values, and the old site felt too corporate and distant. It did not put our people forward, nor did it reflect the human-centered way we work with clients. We wanted visitors to see real experts, hear their voices, and connect with them. - Global
CBTW operates worldwide, but the website did not show this clearly. Our international delivery model, local offices, and cultural diversity were hidden. A visitor could not easily understand our scale or how we adapt to local contexts. - Our expertise & services
Our service lines, solutions, and industry knowledge were spread thin across the old site. We needed a structure that gave each domain its own dedicated space to explain our approach, tools, and unique value. - Branding
We had a strong visual identity, but the website was not consistent with it. Our branding was not applied with meaning, and our brand voice was missing from the content. - Information architecture and content
Visitors—whether clients, candidates, or partners—struggled to find answers to their questions. The navigation was unclear, and the content was not tailored enough to each audience. - UX and UI
The interface no longer matched the standards our teams aim for. Navigation was not as intuitive as it could be, content blocks were limiting, and the design system left room for the engaging experiences we know how to create. - Conversion
There were few clear paths guiding users toward taking action, whether it was contacting us, downloading material, or applying for roles. The site did not support our growth objectives. - Edition and flexibility
Our teams needed a website they could update and grow over time. The old system was rigid and limited. Every new page required significant effort, slowing down our ability to respond to changing needs.
In short, we needed a complete rethink. Not just a new design, but a new experience.
Approach
Once again, collaboration is one of our core values and people are at the center of everything we do. That is why we brought together the talent of our experts across the globe to deliver a product that reflects the skills of the entire group and not just one region. All of this while aligning everyone and addressing the needs of each department & region.
Our process included:
1. UX audit and navigation redesign
We started with a full UX audit of the old site to identify what was missing and what could be improved. As part of this process, we ran design critique sessions—an exercise where our designers, marketers, and founders openly reviewed the existing experience and challenged each other’s ideas. This collaborative step helped us see the site from different angles and prioritize the changes that mattered most.
Based on these insights, we mapped new navigation paths for each persona—clients, candidates, and partners. The goal was to make sure every visitor could quickly find the information they needed and know how to act on it.
2. Design system and extended branding
We reviewed our existing design system, kept what worked, and expanded it with new components to display content more clearly and build flexible page templates. At the same time, we refined our brand visuals—colors, geometric patterns, and layout rules—into a coherent system. Throughout the process, senior management provided regular feedback to ensure the result stayed true to CBTW’s identity.
3. Development sprints
With the designs ready, it was time to bring them to life. The files were handed over to our development team composed of one project manager, one product owner, several developers, a DevOps team, and a QA team. Marketing, as project owner, stayed closely involved to keep everything aligned with the vision.
Work moved forward in two-week sprints. Each sprint delivered new templates, sections, and reusable modules. At the end of every cycle, the team shared a demo in a staging environment, gathered feedback, and adjusted before pushing anything live. This iterative rhythm kept the pace dynamic, made collaboration easier, and gave everyone the chance to see progress in real time.
4. Content rework and integration
And since “Collaboration” is our motto, every department played a part in shaping the content. HR, Tech Services, Sales, Marketing, and many others contributed their perspective to make sure the website carries the right information for each audience. This collective effort helped us create content that answers everyone’s needs
5. Launch and scalability
Before going live, we opened the website in a test environment to all CBTW teams. This gave everyone the chance to explore the new experience and share feedback from their perspective, whether on content, navigation, or design details.
After integrating these insights, the final version was reviewed and validated by top management. The official launch took place in early September, marking the start of a website built to grow with us. With flexible components and scalable templates, it is not a static platform but one that can evolve alongside our company’s needs.
Benefits
Our new website finally reflects who we are, what we do, and the people behind it, while also giving room to the ambition that drives us forward.
The project itself was also a success story in collaboration and commitment. Design, development, and marketing worked hand in hand, across regions, to deliver a site that feels consistent, human, and true to CBTW.
The new platform introduces valuable features such as employee interviews, a search bar for faster navigation, and dedicated case study pages to highlight the impact we create with our clients.
It is also built to last. Thanks to modular components and flexible templates, the site can grow with us, allowing new pages and content to be created easily as our business evolves.
And we are not stopping here. The roadmap already includes new capabilities, such as a chatbot to guide visitors and a regionalized version of the site to better serve local markets.
We Can Build This for You Too
Our website reflects the way we approach digital challenges for our clients. It is a practical demonstration of our Strategy, Product & Transformation and Software Enginering service lines in action.
When we support organizations, we bring the same principles:
- Start with users: We analyze who will use the product and what they need.
- Build clarity: We map user journeys, structure content, and align with business goals.
- Design for growth: We create flexible systems that are intuitive, accessible, and scalable.
- Deliver as one team: We bring strategy, design, development, content, and technology together across regions and/or locally.
We are able to do this globally—thanks to our international network—but also locally, with teams close to your market and your culture. Whether your project requires worldwide delivery or local expertise, we adapt our collaboration model to fit your needs.
If your organization is rethinking its digital presence, building a new app or website, planning a platform redesign, or searching for better ways to communicate with clients and partners, we can help.
Deep dive into our services and see how we can help.
