Problem
03
Users pointed out that the company's landing page designs lacked human-centered design principles and did not align with the company's brand identity. It was also noted that the landing pages had low user traction (low page views, form submissions, etc.).
In response to these concerns, I was tasked with updating the landing page designs that are more user-focused and flexible to customize.
Goal
04
Pre-research
05
Understanding the tools
Before starting this project, the communication team had already deployed some landing pages through Hubspot. They wanted to continue using HubSpot to track metrics on audience reach and other marketing data. Upon researching HubSpot, I discovered they offer tools for creating templates and themes. Using these tools, I began creating new templates.
Pre-design
07
However, it's important to note that the landing pages do not need to be more complex than they were before. They should remain simple for non-designers to edit.
Keeping this in mind, I rearranged and simplified existing content from the older landing pages while providing recommendations.
Low-Fidelity Design
08
Below is a preview of a highly refined lo-fi wireframe design. These designs utilize the old landing page layouts and content as the foundation for the new designs. Additionally, the communication team members requested to maintain the content and layout framework as much as possible to ensure brand consistency.
Metrics: Old vs new (max ~1 year)
Key Achievements
Taking ownership and refining UI/UX consistency.
As the sole designer on the team, I developed my leadership to take on the ownership of Hubspot's template and theme design tools to enhance our landing pages with open communication throughout iterations.
Creating and maintaining a design system.
My past experience in digital design provided me with insights and skillsets into creating and managing a consistent, responsive, and engaging design system. I stayed up to date with new tools and features to enhance design and development efficiency.
Adapting to evolve requirements and encourage user engagement.
As a company proud to offer human-centered design services, it was important for the landing pages to represent our capabilities. Initially, the project began as a request to update the design for better visual appeal. However, as it progressed, I prioritized enhancing user engagement after consulting with stakeholders and adapting to evolving business priorities.
