Replatforming and Redesigning a Digital Experience
Leading the digital launch of a new brand through a complete website redesign, platform migration, and enterprise design system.
The Challenge
As the organization began a major brand transformation, a small group of leaders was selected to help shape how the company would present itself to the market. Once the new brand direction was established, the first major expression of that vision would be the organization’s digital experience. The website would serve as the primary platform for bringing the new brand to life, creating a more modern, accessible, and user-centered experience.
Approach & Impact
To deliver the transformation, I led a vendor selection process and partnered with a leading digital experience agency to design and build the new platform. The work focused on translating the brand vision into a digital experience that was visually distinctive while significantly simplifying how users navigate complex financial information. Key elements of the transformation included: • Leading the digital implementation of the organization’s new brand • Selecting and managing a strategic design and experience partner • Conducting 10+ rounds of user testing to refine navigation, hierarchy, and content structure • Simplifying the website architecture from 1,000+ pages to approximately 500 • Redesigning the visual language to reflect the new brand direction • Rebuilding the platform in Adobe Experience Manager (AEM) • Developing a unified design system in partnership with digital and technology teams The design system established a scalable framework for components, interaction patterns, and visual standards across the organization’s digital ecosystem. The new platform became the first major digital experience built on the organization’s new brand and design system, establishing the foundation for future digital products and experiences. The transformation delivered: • 92–153% increases in key user actions • Multiple priority search terms reaching the #1 position on Google • A dramatically simplified and more intuitive website structure • A scalable enterprise design system used across the organization • A modern digital platform built on Adobe Experience Manager • A user-centered experience shaped through extensive research and testing By aligning brand, technology, and user experience, the project established a strong digital foundation for the organization’s future growth and innovation.
Let's Work together
If this kind of work resonates, let’s start a conversation. Whether you’re navigating a specific challenge or shaping a broader digital and marketing strategy, I’d be glad to connect.