Situation

Softway was positioning it’s business model from from being an agency to a products and services company. This evolution required the brand to be updated and redesigned with a flexible and sustainable design system, as well a new website.

Task

My role on this team was Art director and designer, as well as helping with the strategy and production of our new design system, sitemap, wireframes, and the page designs themselves. Our team worked exclusively in Figma to collaborate and iterate in an agile way, and development was integrated in Hubspot.

Action

We begin by looking at the new business positioning and using that to influence what we wanted the customer journey to be on the site. We created an in-depth sitemap, and content wireframes to make sure the user experience was clear and our message was consistent across the entire site. Not only did we focus on the journey, but we created our first-ever design system, involving the development team and designers creating systems that could be implemented across all products and services touchpoints. I designed the images, and created asset libraries along with page templates that could be utilized across marketing teams.

Result

Our team was able to deliver the new design system, and website within 3 sprints, and laid the foundation for a scalable design system that will be used throughout both the company’s product and services offerings. The new website generated double the views within a week of it’s launch.