My Contributions
- UX/UI Design
- Design System
- Research & Testing
- Heuristic Evaluation
Challenge
The Optimizely CMS marketing website needed a redesign. I wanted to explore different visual directions and improve how the product's capabilities were presented.
Although my primary focus was product design, I took on this project as an opportunity to apply my skills to a marketing website and experiment with different approaches to visual storytelling and content presentation.
Team
This was a personal design exploration, so I worked independently without a dedicated project team.
Approch
I followed a lightweight design process to explore possible improvements:
- Heuristic evaluation: Reviewed the existing website to identify UX and visual design issues.
- Competitor research: Explored similar products, including Contentful and Adobe Experience Manager, using Gartner to understand industry patterns and design approaches.
- Design exploration: Developed four different page concepts based on my findings.
- Peer review: Planned to present the concepts to peers for feedback and refinement.
- A/B testing: Considered how the designs could be validated through A/B testing after implementation.
Research
I reviewed the existing website and documented my heuristic evaluation, including potential improvements, in a spreadsheet.
For competitor research, I explored websites of key players in the CMS industry, including Contentful and Adobe Experience Manager. I captured screenshots and compared how they presented their products.
Some interesting findings included:
- Capabilities and benefits sections varied between long lists, columns, accordions, and tabs.
- Several websites used brand-colored text to highlight important information.
- Background choices varied, with most competitors using white, while others used black or blue.
Solution
I developed four design directions, exploring different hero layouts, visual styles, and ways to present the Capabilities section using columns, tabs, accordions, and video.
Learning
This project helped me explore how visual design and content presentation can shape the way a product is communicated.
