Duckbill Website Redesign

Duckbill is a fast-growing personal assistant app and service that combines AI with human co-pilots to handle daily admin, errands, and complex logistics.

THE CHALLENGE

The company website was originally built in 2023 as a brochure site and lead generation tool. Since then, Duckbill’s value proposition has evolved, but the site has not kept up, leaving prospects unclear about what the product offers. In addition, the existing build was difficult to update without developer support and risked breaking other parts of the site.

THE SOLUTION

To address these challenges, I redesigned Duckbill's website to clarify its evolving value proposition and make ongoing updates easier. I developed the information architecture, content strategy, and user experience, while partnering with an external web developer who implemented the redesign. The site was restructured into clear, scannable sections that communicate key benefits at a glance, helping visitors understand the offering within a single scroll.

The site was rebuilt on a scalable no-code framework, enabling easy updates without developer support and reducing the risk of breaking existing components.

MORE INFO

Client Duckbill
Role Art Direction, Design, Production
Services Web Design

Hero

BEFORE

The original hero uses a motivational but vague headline and a subheadline filled with metaphor and abstraction. It suggests capability, but doesn’t clearly explain what Duckbill is or how it works. With no contextual imagery, the experience is mostly text-driven, and the branded chatbox with a cryptic line adds intrigue but little clarity.

AFTER

The updated hero is immediately clearer. A playful, on-brand image sets context right away, followed by a simple headline and copy that directly explain what Duckbill is and how it helps. It replaces metaphor with concrete examples like booking appointments and handling errands, making it easier to understand and more relevant at a glance. The result is faster comprehension, less confusion, and a stronger first impression.

How It Works

The “How It Works” section was redesigned to deliver a clear, visual walkthrough using a real-world example of a task from request to completion.

The previous experience lacked step-by-step clarity, making the service difficult to understand. Simplifying the process into digestible stages clarified the product, set expectations, and built trust—making it easier to adopt.

DTS_Grand_Design_Daniel_Farò_Photos_ID4140_rev

The redesign balanced clarity, usability, and brand personality. A streamlined and dedicated FAQ section addressed top questions with the option to explore more, while an easter egg feature surfaced real task examples to help users better understand how and when to use the product.

Key brand elements—including diagonal text headlines—were refined to improve usability without losing distinctiveness. The diagonal treatment was simplified into a purposeful background graphic and section divider, enhancing readability and making updates easier.

The experience remained true to Duckbill’s personality through playful copy, expressive imagery, and cohesive use of color and typography.

Jill Concepcion is an art director and multidisciplinary designer connecting the dots between brand, design, and strategy.

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