Corporate Digital Platform Redesign

New digital platform for one of the world's leading electronic components companies, streamlining IA, navigation, and search.


Creative Direction
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.

3 Options for Visual Identity

Option 1: Planned Personalization

Option 2: Did you know?

Option 3: Portal

Strategy & Design

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

Next Steps

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.