Since starting as a Senior Web Strategist, I have had the opportunity to help completely transform client sites into well-designed, strategic conversion opportunities for their potential customers. On this page, you will see some before and after stories as well as wireframing + strategy and even some front-end design.
babyTEL > Cloudli
Let’s start with a before and after: babyTEL is a Canadian-based telecommunication company with a site stuck in the mid-2000’s. It was hard to understand what they did and why a visitor would be interested in their solutions. From the start, we dove deep into the products and the personas they were targeting. I led the strategy on product-driven vs persona-driven segmentation and worked through the navigation strategy as well as each page goal, structure and flow. After design, content and development, we launched the site in 3 languages. By the way, babyTEL launched a complete brand overhaul starting with their new site. Meet Cloudli.
Optimal DX
Optimal DX is a blood chemistry analysis software company founded by the leading blood chemist, Dr. Dicken Weatherby, who literally wrote the book on the subject. As the main point of contact for their website, I managed the day-to-day strategic updates to the previous site as well as was the lead strategist and art director on the new and improved site. The goal of a new site was to lead the user through not only the site, ODX’s software offerings, but to be a guide for the user as they navigated their career using blood tests in their practices from a recent graduate to a seasoned practitioner to a practice owner. By solidifying Dr. Weatherby and ODX as the authority on blood chemistry and the best software to help patients, we turned the site into a reference point and sales generator for a wide variety of users.
Below you will see the before images of the site and a video of the new site launched in 2021.
Vantige Inc.
I’d like to introduce you to my friends at Vantige Inc., a locally-owned and operated HR Services Firm out of Maryland. With some of the nicest owners you will ever meet, we embarked on organizing their services by persona and speaking directly to the pain points each persona experiences. Their site, also needed a visual overhaul, but the main focus was structuring the visitor journey in a very human-centric way. We netted out focusing on the roles each persona identified with and offering services for the pain points associated with those roles. Through thoughtful and “real” copy, we launched a visual upgrade and a strategic refresh that felt inclusive, diverse and genuine. Meet the new Vantige Inc.
Wireframing is part of my day-to-day where I take the goals and content for each page and lay them out in a strategic and visual fashion.
Notarize was looking to include a searchable public document index on a city/region level:
Forcura was looking to update their homepage and create sector-specific pages:
