Home Instead Website
I oversaw user research, content strategy, wireframing, design, content management, SEO optimization, and rigorous QA testing to ensure a flawless user experience.
2700
Increase in conversions
45
Sec. Increase time on page
65
pt Increase in page speed
Brief
Collaborating with a talented team of designers, developers, and executives, we embarked on a mission to rebuild the website from scratch as well as launching on a new CMS platform, Optimizely. I built a new design system that streamlined the design process and developer collaboration.
Strategy
I conducted thorough analysis and user testing of the current website, encompassing various methods such as initial impressions, brand recall, task completion, decision-making, user preferences, surveys, and much more.
User Research
Dataflow & Wireframing
I led workshops to organize our brand messaging, prioritize goals, refine user flows, and make sure each page function was aligned. Once the primary user flow was established I ensured every page strategically followed the map.
Design
Stylescape
Using stylescapes I was able to explore different ways of visualizing the brand in UI/UX and get stakeholder buy-in early on.
Design System
By establishing a strong foundation of principles, I was able to swiftly deliver design assets and continuously expand pages with limitless combinations of components, while preserving consistent patterns and layouts.
Design Concepts
By utilizing the design system and working closely with the content team (no lorem ipsum here), I expedited the creation and delivery of detailed designs for each new page. I created several variations of the homepage key sections/elements and worked with the team to finely tune the final version. After finalizing each page design, I meticulously annotated each element with comprehensive guidelines and provided interactive prototypes for more complex elements.
Iconography
I collaborated with the brand team to create a brand new icon set that better reflected the updated design system and web components.
ADDITIONAL PROJECT RESOURCES AVAILABLE
This is just a small sample of deliverables from the full project. Full project source files and additional resources may be shared privately.
You can view the live website here: homeinstead.com ⤴ (website may change and not reflect my personal work over time)
