Design System Implementation

Project Overview

I led the redesign of a national retailer’s website, creating a scalable design system and reworking navigation to improve usability and conversions. The project established a foundation for consistency across web products and future CMS integration.

Role & Responsibilities

• UX/UI designer for the web experience

• Information architecture research and testing

• Design system implementation

• UI design and prototyping

• Stakeholder presentations and alignment

  
  

The Problem

The existing website lacked consistency, had confusing navigation, and underperformed in key conversion areas like loyalty sign-ups, app downloads, and in-store visits.

Research & Insights

• Conducted tree testing with 50 participants to identify navigation issues.

• Analyzed content structure to improve findability.

• Advocated for content strategy alignment with digital marketing leadership.

  
  

Design Process

• Created a new design system to unify digital branding.

• Redesigned navigation based on research findings and validated improvements with additional testing.

• Developed new UI layouts with accessibility compliance and CMS-readiness in mind.

  
  

Key Solutions & Highlights

• Navigation Overhaul: Simplified and restructured IA for faster task completion.

• Design System: Built scalable components for consistent design across web products.

• Content Strategy Advocacy: Ensured alignment between design, marketing, and copy teams.

  
  

Outcomes

• Stronger foundation for future CMS integration.

• Improved usability through validated navigation redesign.

• Increased potential for conversions (sign-ups, app downloads, in-store engagement).

• Clearer, consistent digital brand experience.