Designing a website that simplifies the overwhelming immigration process

About the client 

Alma combines expert legal guidance with AI-driven technology to humanize the immigration process, making an often complex, opaque, and bureaucratic system more transparent and accessible. Their platform empowers individuals with clarity and peace of mind while helping businesses hire international talent with confidence. Through innovation and empathy, Alma is redefining immigration services to be more efficient, intuitive, and equitable.

The Objective 

Alma approached us to design and develop a new marketing site to position itself as a leader in the industry. Their goal was to create a visually compelling and highly functional marketing site—one that instilled trust in individuals navigating the often overwhelming immigration process while clearly communicating Alma’s role in simplifying it.

Our challenge was to strike the right balance between approachability and professionalism. The site needed to feel human-centered and accessible, ensuring users felt supported as they explored their options. At the same time, it had to project credibility and polish, reinforcing Alma’s trustworthiness—especially critical given the sensitive nature of the personal information and documents involved. 

Scope of work

At the start of the project, we collaborated with another agency that was leading Alma’s branding efforts. Our role was to extend their visual identity work into a design system that set guidelines on how color, type, and graphics elements would inform the ui and interaction design of the site. 

Once a design system was set we were able to begin the UX and UI design.  Thinking through the complexity of the visa types served, their unique audiences, and how to. strike the right balance between aesthetic appeal and creating an experience that felt intuitive, modern, and deeply aligned with Alma’s mission.

Our Approach

Design Direction

To meet Alma’s needs, we developed a scalable and interactive design system that could evolve with the brand while maintaining visual cohesion. We opted for a bento-style layout, a modular structure that feels dynamic yet organized—perfect for presenting complex information in an approachable way.

At the heart of the design was a guiding visual motif: the idea of a path forward—a nod to Alma’s role in helping users navigate the complexities of immigration. We brought this to life through a continuous animated line that subtly weaves through different sections of the site, reinforcing movement and progress.

Usability & User Experience

Beyond aesthetics, usability was a key focus of the redesign. One of the biggest improvements was the interactive visa guide, which transformed a traditionally overwhelming process into a structured, digestible experience.

Additionally, the glossary page provided quick access to key terms, reinforcing Alma’s credibility as a trusted resource.

We also designed the navigation of the site with distinct pathways for each type of individual user as well as businesses.  This ensures each audience is served based on their unique goals, making it intuitive for each of them to explore their options and resources.

For individual users, the dropdown revealed clear paths by their personal profile, which brought them to a page that outlined the specific visas relevant to them, taking the guess work and complexity out of the process. 

On the business side, we mirrored this structured approach, curating visa options specifically for employers looking to hire international talent. We also incorporated testimonials from real users, offering social proof and reassurance.

We also created a distinct resources section, neatly divided into three sections:

• Content Center – A place for educational materials, helping businesses understand the immigration process.
• Customer Hub – Focused on trust-building elements like case studies, testimonials, and FAQs, reinforcing Alma’s credibility.
• Community Updates – A dynamic section to explore the newsletter as well as stay up to date on upcoming events. 

Site Interactions & Animations

To elevate the experience, we introduced subtle interactive elements throughout the site, including hover effects, smooth button animations, and seamless scrolling transitions—adding a tactile feeling to the site.  

Even the footer received special attention—often overlooked, this section was designed with a custom animation that ties together the brand’s aesthetic, ensuring a cohesive feel from top to bottom.

One of the most visually striking moments is the home page loader and hero section, where fluid text animations and a fluid path animation create an engaging first impression. This was continued with scrolling animations designed to be subtle yet refined, enhancing engagement without overwhelming the experience.

To ensure a seamless experience across all devices, we also implemented font scaling that delivered a fluid and crisp visual effect. We implemented a refined font-scaling approach, ensuring smooth transitions across different screen sizes and delivering a fluid, high-end visual effect. Scrolling animations were designed to be subtle yet refined, enhancing engagement without overwhelming the experience. 

The Outcome

Thanks to a well-structured design system and close internal collaboration, the development phase ran efficiently. Leveraging Webflow’s variable features, we streamlined the build process, allowing for a flexible, scalable site that could grow with Alma’s needs.

The final result is a clean, modern, and approachable interface that balances professionalism with warmth. Alma was thrilled with how we expanded their brand, and the final execution exceeded expectations. The website now serves as a powerful reflection of Alma’s mission—offering users a seamless, thoughtfully designed experience that simplifies immigration and builds trust at every step.