Linear

The project focused on the visual and experience refresh of an established digital advertising ecosystem. The objective was to modernize key customer-facing touchpoints while preserving brand recognition, conversion effectiveness, and consistency across channels. The initiative covered multiple digital assets, including landing pages, email communications, display advertising, and social media formats, with a strong emphasis on usability and performance-oriented design.

I contributed to both the strategic assessment and the UX/UI design execution of the project. I conducted benchmark research, evaluated existing touchpoints through UX and accessibility lenses to uncover usability, readability, and consistency issues.
I designed landing pages, email communications, and digital advertising assets, supporting the definition of design patterns that could be consistently applied across multiple channels and formats.

The project required modernizing a mature digital ecosystem without compromising its established performance and brand recognition:

• Introducing a contemporary visual language while preserving familiarity and trust for existing users.
• Balancing creative evolution with strict conversion-oriented business requirements.
• Maintaining consistency across a wide range of touchpoints, formats, and communication channels.
• Ensuring that updated experiences remained accessible, readable, and easy to navigate for diverse audiences.

The design process was driven by evidence-based decision making and a strong focus on usability:

• Leverage benchmark analysis, touchpoint reviews, and accessibility best practices to inform design decisions.
• Simplify interactions and visual hierarchies to improve clarity, scannability, and user confidence.
• Create a more contemporary and engaging visual experience without introducing unnecessary complexity.
• Establish a scalable design approach that could be consistently applied across landing pages, email communications, and advertising formats.