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As the lead designer for Influencer, I spearheaded a comprehensive overhaul of their entire digital product suite. This project encompassed both the customer-facing website and the internal platform used by the company’s employees. The goal was to enhance user experience, streamline functionality, and modernize the overall design to better reflect the brand’s identity.
Lead Designer Role
I led a team of two talented designers, guiding the creative direction and ensuring cohesive design language across all digital touchpoints. My role involved coordinating with various stakeholders, managing project timelines, and maintaining high design standards throughout the process.
Collaboration with Leadership
I worked closely with Influencer’s founder and CEO, Ben Jeffries, and co-founder, Caspar Lee. Their vision and insights were instrumental in shaping the project’s direction. Our collaboration ensured that the final product met both the strategic business objectives and the needs of the end users.
Customer-Facing Website
The revamp of the customer website aimed to improve user engagement and accessibility. This involved redesigning the user interface to be more intuitive, creating a visually appealing layout, and incorporating responsive design principles to ensure seamless performance across all devices.
Internal Platform
For the internal platform, the focus was on optimising the user experience for Influencer’s employees. This included redesigning dashboards, improving navigation, and integrating new features to enhance productivity and ease of use.
The process began with an in-depth analysis of all available data points. Initially, data was quite limited since there was no previous tracking system in place. Recognizing this gap, I introduced and integrated tools like Google Analytics and Hotjar into the workflow, enabling us to gather essential insights into user behavior and interactions.
With these analytics tools in place, I conducted several user testing sessions to gather qualitative data from both users and employees. This hands-on approach provided valuable insights into their experiences, pain points, and preferences.
Armed with this comprehensive data, I formulated my ideas and recommendations, which I then presented to Ben Jeffries and Caspar Lee. Their approval was crucial in moving forward with the project.
Upon receiving the green light, we laid the foundation for the design systems. This phase involved creating a robust framework that would guide the overall design process. We then moved on to developing detailed design mockups and prototypes.
In the final stages, we handed over the designs for the internal platform to the developers. Throughout this phase, I supervised the implementation closely, ensuring that the designs were accurately translated into the final product. Concurrently, we started designing and implementing the front-facing website using Webflow, ensuring a seamless and responsive user experience.
The structured approach and close collaboration with the development team were pivotal in delivering a cohesive and functional digital product.
The revamped digital product received positive feedback from both customers and employees.
The updated website attracted more traffic and higher engagement rates, while the internal platform saw improved efficiency and user satisfaction. The project not only elevated the brand’s digital presence but also reinforced Influencer’s commitment to innovation and excellence.
I’m happy to report that most of the foundations and design systems created during my involvement in the project are still being used today. Additionally, I am occasionally consulting and working with them closely.
