Full-Stack Redesign & Platform Development
Objectives
Redesign and rebrand an existing service-based website to create a more intuitive interface and provide richer content. The goal was to modernize the visual identity and improve the user experience for a diverse audience, including students, professionals, and corporate partners.
Problem
With three distinct target groups, young professionals, company representatives, and speakers, the main challenge was to design a unified experience that delivers relevant and easy-to-find information for each audience without overwhelming visitors.
Goals
Restructure information architecture
Create clear, intuitive pathways for three different user personas.
Refresh the brand look
Choose colors and fonts that feel both energetic and professional to appeal to all audiences.
Scale the Platform
Add new pages that encourage engagement and make sure the whole site works smoothly on any device.
Process
Discovery & Requirements
The process began with a deep-dive client interview to understand their needs and business goals. I also conducted benchmarking by analyzing websites in the same industry to identify trends and gather inspiration.
Information Architecture
To handle the complexity of the new pages and content, I started by creating a clear Information Architecture (IA) that mapped out how everything connects and helped communicate the site's structure.
Wireframes
Next, I turned this structure into low-fidelity wireframes, giving a simple visual layout that let the client review and confirm the content hierarchy and user flows before moving on to detailed design
Typography
For typography, I selected Frutiger and SF Pro Display because they are highly readable and strike the right balance between professional and approachable. Throughout the process, I kept an open feedback loop with the client to make sure every step aligned with their vision.
Color Palette
During the rebranding phase, I focused on developing a versatile, modern look. I chose a triadic color palette and carefully tested the main color combinations with WCAG contrast audits to ensure an inclusive experience.
Prototyping
Testing
To validate the design, I conducted brief testing sessions with potential audiences, mostly with students and young professionals. The feedback was overwhelmingly positive, with 100% of participants rating the new design as "modern" and "premium".
Impact
Empowering the Client
I built a simple event management system within a custom CMS, making it easy for the team to add and update events on their own no technical skills needed.
Strong Focus on Accessibility
The site scored 95% on Lighthouse accessibility audits. By optimizing within the platform's limits, I made sure the experience is welcoming and usable for people with different needs.
Learnings
Getting comfortable with Wix
Choosing Wix was a strategic decision since the client was already familiar with it. This project helped me learn how to work effectively with a new site builder, broadening my technical skills.
Keeping everything organized
Keeping a clear, single source of truth for research, ideas, and technical details helped keep the project on track. I now see documentation not just as a task, but as a way to prevent misunderstandings and keep everyone aligned.
Putting Accessibility into practice
This project was a big step in my growth. While I'd studied inclusive design before, this was the first time I actively applied accessibility principles from the very start - like choosing accessible colors, adding descriptive alt text, or logical content hierarchy.
The power of regular feedback
Frequent check-ins with the client showed me how valuable early and ongoing feedback is. Sharing wireframes often helped us avoid major changes later on, keeping the project on schedule and within scope.