Case Study: Hunchly Website Redesign

Role: Project Lead

Collaborators: VP Product, &Kind, Sapper Labs Group

The Opportunity

As a tool relied on by investigative professionals, Hunchly needed a website that reflected its ethos of access, equity, and clarity. The original site struggled to clearly communicate its value to new users, effectively showcase the brand story, or present plans and pricing in a way that supported future iterations and product expansions.

We set out to design a new digital experience that aligned with the company’s mission to empower people who pursue the truth.

Strategic Approach

Mission-driven design anchored the project. We ran a strategy sprint with the agency, PM, and internal stakeholders to understand:

Key user personas: (e.g. law enforcement, human rights advocates, journalists)

User motivations: reliability, discretion, support, ethical data collection

Barriers: technical intimidation, complex pricing, unclear product scope

We identified pain points across awareness → trial → purchase → retention

Positioning and Messaging

Together with Sapper Labs’ leadership and our agency partner, we refined the brand positioning:

This led to a clear messaging architecture across the homepage, pricing page, and product breakdowns.

For enterprises, NGOs, and individuals who rely on critical infrastructure and unbiased fact-finding, Hunchly offers simple tools and tailored intelligence services to preserve truth.

Collaboration and Feedback

Throughout the project, myself and &Kind led:

- Weekly standups with internal teams,

- Feedback loops informed by stakeholder input (product, sales, tech),

- Review of conversion data and trial behavior to tweak CTA placement and messaging,

- User Journey, Gap Analysis, and Brand Opportunities,

- Creative Exploration and Initial Executions,

- Roadmap Development and Brand Expansion Strategies

"Niki was a strong advocate for the Hunchly redesign. She helped drive alignment across teams, kept the work focused, and ensured key details like pricing and positioning were well thought through. Her steady hand and clear communication helped bring the project to a successful launch. Her ability to keep multiple tracks moving forward made a meaningful impact and helped the team show up with confidence."

–Carlos Almonte, Marketing Strategy and Business Consulting

Previous homepage

Updated homepage