— The Problem
Our website is a classic example of digital overload. Its complex, link-heavy structure acted like a confusing maze, forcing people who already had intricate problems to constantly jump between pages just to piece together a solution. This fragmented experience felt cumbersome, drained their focus, and ultimately led to a disappointing drop-off in engagement and conversions.
— The Process
We kicked off the project by diving into user personas, realizing our audience, who has complex needs, was getting lost and frustrated. They did not need a map; they needed a guide. I then collaborated with the Marketing Manager, SEO Specialist, and Senior Content Writer to map out a clear, linear narrative for users to follow, from initial landing to the Call-to-Action. I designed the new storytelling format in Figma, treating each page as a cohesive chapter before building the sections directly in WordPress, rolling out the changes page-by-page. To maintain consistency, we hold weekly cross-functional meetings to ensure the visuals and content align perfectly with our overall system and brand voice.
— The Challenge
The new designs were a huge success, but they immediately bumped up against the existing, uniform design system. The challenge was not just building something cool; it was making sure these dynamic, engaging pages didn’t break the brand. I had to get serious about brand standards, working closely with the Art Director to refine new assets. It was a constant balancing act: pushing for innovation while making sure every section felt distinctly like our brand.
— The Results
The project drove a month-over-month jump in user engagement, proving the value of a narrative-focused approach. More importantly, this wasn’t just a vanity metric—it directly translated to higher conversions on our contact forms and Call To Actions. The success was clear enough that the work earned me the lead designer role for the next generation of the Extu website, validating the strategic shift.
*Project ongoing
