Unified Experience Website Redesign
Note: Fictional content has been added to all visuals for presentation purposes.
Background
As a UX designer at a SaaS network creation platform company, I was one of four designers selected to take on the task of visually connecting the digital marketing experience with the product experience to create one unified digital experience. This entailed redesigning the corporate website to be aligned with the product’s design. The marketing, UX design, graphic design teams as well as upper management were brought together to tackle this complex project.
Problem Being Solved
This company’s digital product and marketing experiences were very separate and different, failing to provide one seamless experience for the user. The creation of that seamless experience was the mission of this project.
My Role & Process
As one of two UX Designers on the project, my work included the creation/execution of the following:
Application requirement reviews
Competitive analyses
User journeys
User interface designs
Project requirements were received from marketing and my UX colleague and I met with them as well as upper management weekly to provide project updates, conduct collaboration sessions, and participate in design reviews. Collaboration between the larger team was done over Zoom calls, via Slack messages, over email as well as through the Comments feature within Adobe XD prototypes.
In my role, I did a competitive analysis on competitors and worked with the larger team to create the user journeys. The designs featured below that I created were for the following areas of the marketing experience:
Community - Where users can connect with others within the network
Insights - Where users can find useful industry information
University - Where users can access learning courses and receive certifications
Network - Where users can view the broader network of companies and connections
Culture / Careers - Where users can learn about company culture and search for jobs
To align my marketing designs with the product’s design, I used many components within the current design system. I also added my own custom elements as well.
User Interface Designs
Left: Hi-fidelity wireframe / Right: Hi-fidelity design
Reflections & Learnings
Although I did not see this project to completion due to being pulled into another higher priority one within the company, I enjoyed working on it immensely for many reasons. Working with the marketing team allowed me to learn about the users they design for and what is important to them as well as how they use a Content Management System (CMS) to build out their site. Being that UX is fairly new to the company, my UX colleague and I also got to evangelize for UX and show the value that we can offer the marketing department as well as the organization as a whole. This project allowed me to really get creative and innovate; I had the opportunity to do a large amount of UI design work with very few constraints. I also got the opportunity to collaborate with people within the company that I hadn’t worked with before, both inside and outside of design.