Website replatforming
Summary
Brief
The previous marketing website was built on WordPress, but this year the strategic desicion was made to replatform to Contentful. This transition enabled the company to rebuild and redesign the marketing site internally, giving greater flexibility, scalability, and control over content management.
The objective of the redesign was to enhance user acquisition, strengthen brand awareness, and support conversion goals through an improved digital experience. The new platform will be fully optimised for both mobile and desktop environments, ensuring seamless performance across devices.
Contributions
As the lead designer on the project, I was responsible for defining the design direction and overseeing the end-to-end creative process. I managed project timelines, developed the initial wireframes, and led the creation of new content to support the replatformed site. In addition, I coordinated compliance reviews to ensure all materials met regulatory standards and oversaw the upload and implementation of content within the new Contentful environment.
Role
Design lead
Collaborating with copywriters, developers, product designers and paid marketing
Design software
Figma
Illustrator
Site map
Initial research
Strategy and goals
Navigation
I partnered with the product design team to elevate the site’s navigation strategy and create a more intuitive, goal-oriented user journey. This involved redefining the information architecture to clearly separate product specific content from broader informational resources, enabling users to reach relevant content more efficiently. I also introduced a strategic segmentation of the navigation into ‘Business’ and ‘Personal’, aligning the experience with audience needs.
Wireframing
These early wireframes explore the foundational structure of key web pages, focusing on identifying the most effective components to support the content and enhance the user experience. They served as an initial framework for defining layout, hierarchy, and functionality before moving into higher-fidelity design.
Adding motion
I aimed to incorporate motion thoughtfully and strategically, using animation only in areas where it would enhance clarity, guide user focus, or create moments of delight without distracting from the core content. I collaborated closely with the motion team to identify high-impact placements and supplied the design assets and guidance to support their animation work.
Build and implementation
Once the components were fully developed and tested across all screen sizes, I produced the new image assets needed for the updated site experience. I also supported the implementation process by uploading and configuring these assets within the new content management system, ensuring visual consistency and high-quality execution throughout.
