My Approach

1. Aligning on Vision and Strategy

Working alongside another senior UX designer, I collaborated with the marketing and project teams to clarify the strategic direction for the site. The goal was to modernise the experience while retaining most of the existing content in the short term. With this in mind, we focused on two key areas:

• - Improving the information architecture to enhance content find-ability and usability
• - Designing modular, reusable content blocks to support future changes to the content strategy

2. Parallel Design to Meet Tight Timelines

With the IA approved, we divided the work to speed up delivery. Given the tight timeline, we skipped wireframes and moved straight into high-fidelity design in Figma. With no existing digital guidelines, we modernised the visual language using brand assets, applying consistent typography, colour, and layouts for a cohesive, contemporary look.

3. Rapid Iteration Through Regular Client Check-ins

To stay aligned and reduce the risk of late-stage rework, we held regular check-ins with the client. These quick feedback loops ensured steady progress and timely sign-off at key milestones.

4. Final Delivery and Design System Integration

At project close, we conducted a structured handover with the marketing and project teams. All final designs were delivered via Figma, with components clearly organised – enabling easier implementation and future scalability.

The Outcome

The client was highly satisfied with the final designs and proceeded to implement a version of the site internally without requiring additional design support.

Key design outcomes included:

• - Improved visual clarity and brand perception: By using fewer, more purposeful illustrations, we created a cleaner, modern interface that strengthened the brand and built credibility.
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• - A lighter, more accessible experience: We shifted away from a darker, heavier visual style – using brand colours to brighten the interface and improve readability.
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• - Reusable content blocks for long-term flexibility: Modular design elements gave the client greater control over content layout, allowing the site to adapt as their strategy evolves.
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Overall, the redesign improved usability, supported clearer task completion for users, and provided a flexible design foundation the client could confidently maintain in-house.

The Challenges

This project surfaced several constraints that required adaptability and strategic prioritisation:

• - Compressed design timeline: With limited time, I partnered with another designer to set up a baseline design system, divide screen ownership, and collaborate closely for fast, iterative feedback.
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• - Limited discovery and process depth: Time constraints meant no user research, brand direction, or build involvement. Instead, we focused on a solid visual and structural foundation for future enhancements.
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• - Unclear content strategy: The client chose to keep most existing content, so we focused on improving clarity and findability through revised IA and reusable content blocks aligned with user tasks.
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These challenges reinforced the importance of balancing ideal process with practical constraints – delivering a thoughtful and scalable solution even within a reduced scope.