Overview

I led the redesign of Wurl’s homepage to solve a messaging and navigation problem: Wurl’s value was hard to grasp unless you already knew the space. We shifted from product-led positioning to audience-led storytelling, guiding advertisers and publishers to the right solutions faster, and reframing the category in clearer, more accessible language.

The Problem

• Wurl has a complex offering that the homepage didn’t explain in plain language
• The site didn’t guide each audience to the right content and next steps
• Industry terminology and product-led messaging created confusion

Solution

• Repositioned Wurl from “CTV” to Streaming TV
• Shifted the homepage to be audience-led rather than product led
• Shifted communication to value through outcomes first, products second
• Added case studies and key stats for credibility