New digital platform for one of the world's leading electronic components companies, streamlining IA, navigation, and search.
UX / UI Design
Digital Branding & Visual Identity
As the Senior UX/UI Designer for Icreon, I led the creative team in designing this project from the ground up. I interfaced with clients and internal stakeholders, and designed and implemented the creative and visual direction for this project as well as the user experience. I oversaw the Junior Designer on our team as she worked with a strategist on the research portion of the design process, and mentored her through the project process.
Through direct and indirect research we immerse ourselves in the client’s business – their current content, visual language, tone and voice, business processes, and goals. We explore their audience – current as well as aspirational, and develop comprehensive personas as guidelines.
Personas are crafted through individual users’ goals and needs, but also the circumstances in which they are engaging with the client’s business – are they relaxed and at home? Traveling? Working? Context and circumstance often drive the most interesting decisions, and only through our careful exploration can we understand and direct those choices. Through mapping this research of business goals and users’ needs, we can identify current pain points and suggest areas of opportunity.
Market comparison and analysis
Audiences and personas
Users’ needs support the shaping and optimization of the content organization and ultimate Information Architecture, which in turn helps us map their journeys and outline specific user flows. By crafting these narratives and pathways – creating the experiences we want for people in accomplishing their goals – and with all our accumulated data informing our decisions and direction, our team moves into the next phase of the design process.
Option 1: Planned Personalization
Option 2: Did you know?
Option 3: Portal
After compiling our research results and drafting our plans, I began sketching and wireframing, creating the UX structure based on the purpose and direction for each page, projected responsiveness and motion is designed, and interaction models mapped out.
Redesign of Information Architecture and Improved User Flows
Smoother, More Intuitive Access to Products and Purchases
Initial planning and sketches
In the next phase of the design process, I further developed the designs for more nuanced visuals and motion design. As I designed out the platform, I crafted a visual language for the client’s digital product, and developed a flexible design system of components and interaction models. I designed for growth – with this toolkit and visual library, the digital product is infinitely scalable, adapting to fit new business directions and shifting goals.
Menu + Navigation Experiments
Initial Market-Based Search Module
Search Refinement Iterations
Throughout our design process, I have my team maintain detailed documentation – decisions made, descriptions of elements, interactions, and motion – and work closely with the client’s team to align priorities, content, and goals, and produce the best combination of business and user needs and experience in the final product.
Streamlined, Organized Navigation and Menu
Predictive Search accessible throughout platform
Engineering Hub with a Comprehensive Toolkit
Personalized Experiences and a Suite of Investor Resources
Refined, Flexible Parametric Search and Dynamic Filtration
Versatile Side Drawer
Comprehensive Product Details designed for Engineering Needs and Purchasing Workflows
Focus on Sustainability
Promotion of Thought Leadership
Our team’s design process doesn’t stop when development phase starts, and I maintain constant communication throughout the development process. We work closely with our development team to translate concepts and designs throughout the building process, and proactively grow and adapt designs to solve any issues and address any feedback that comes up during development and user testing. Even after the design is “finished,” built, and deployed, we continue to collect data and feedback, evaluate, and design for growth over the life of the digital product.