Case Study

Internal Design System Build Refresh for Accessibility

Project Overview:

As the co-lead UX/UI designer, I collaborated with stakeholders to redesign a 19-year-old company website that had become outdated and inconsistent with modern user expectations. The existing site lacked accessibility features, excluding a significant portion of potential users from accessing our products. The goal was to overhaul the website’s design to meet the needs of an evolving customer base while improving usability and accessibility.

Key Achievements:

  • Comprehensive Site Audit: Conducted an in-depth audit of the legacy site to identify areas that required improvement, focusing on accessibility and user experience gaps.
  • Stakeholder Collaboration: Worked closely with executives and stakeholders, presenting data-driven insights and design concepts to align the redesign with business objectives.
  • Design Concept Pitch: Co-created and pitched an alternative homepage layout with the Web Design Manager, which opened the door to collaboration on the final design.
  • Modular Design System: Led the creation of interchangeable content blocks for internal pages and helped establish a scalable design system to ensure consistency across the site.
  • Functional Enhancements: Improved internal elements, such as spec tables and user journeys.
  • Accessibility Improvements: Implemented features that significantly improved accessibility, enabling more users to fully engage with the site and access the company’s products.
  • Revenue Increase: Achieved a +25% increase in overall revenue, +20% increase in sales, and +22% increase in average lifetime revenue per sale.

Brainstorming

Building conceptual drafts utilizing user personas and paper prototypes to optimize page flow.

Moodboard Collaboration Examples

Collaborative mood board designs presented for approval of concept proof to create the initial homepage redesign

Lead Designer's mood board with red and blue gradient
My mood board with green and blue cool tones
Mood board design with a turquoise emphasis as a style direction
Lead Designer's mood board with red and blue gradient
Mood board design with a modern blue emphasis as a style direction
My mood board with green and blue cool tones
Mood board option with subtle gradient and soft focus proposed as a style direction.

Redesign Proposal Mockup Example

Example redesign proposed for stakeholder buy-in

Impact:

The redesign of the web hosting platform resulted in a +25% revenue increase, +20% sales growth, and a +22% boost in average lifetime revenue per sale. A modular, scalable design system was implemented with interchangeable content blocks, streamlining updates and improving key internal elements like spec tables and user journeys. Accessibility was enhanced using tools such as WAVE, Lighthouse, and Accessibility Insights, exceeding WCAG 2.1 AA standards and ensuring a more inclusive experience for all users.

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