Platform Redesign

About The Project

Working with our agency partners at R/GA, business and marketing partners, and across our digital team, I led the effort to create a consistent system across Owning the elements of the system helped set strict rules around color, typography, photography, and white space. We regularly tested and adjusted in real time, resulting in an improvement in perception and moving the site from the 100th to the 80th most visited site on the internet.

Defining the grid, typography, and UI elements in the playbook rather than in the code led to greater consistency.

We designed for mobile first and accessibility, creating clear areas of engagement, leading to higher click-through rates.

Overall, we increased affinity and clarified the brand message in a way that previous designs were not able to achieve.