I joined Alteryx as Associate Creative Director of digital brand, just as the in-house team was scaling up and preparing the brand for growth. My focus and tasks lay specifically on the digital experience: from .com, to email, and more. With a quickly evolving visual brand and a large structure of stakeholders and silos, my role required not only creative direction but collaboration, effective communication, and remote relationship building for successful outcomes… 💪🏻challenge accepted💪🏻

My primary goal was to modernize a clunky, responsive-unfriendly website and email nurture experience. Below I detail the phased strategy for web and the quick follow of email template redesign. I headed a varied team of UI designers from web, visual designers from my creative team, and content writers as I managed stakeholder buy-in, timelines, and deliverables.

Phase 1: Homepage

The initial phase focused on revitalizing the front page of our online presence: the homepage. Each element, from graphics to typography, was carefully crafted to reflect our refreshed brand identity while embracing contemporary trends. I co-led the effort through concept, design, development, and QA process.

Thought leadership has long been my passion, so redesigning the blog experience was a clear next step.

This resource page structure was then leveraged for the Customer Center, Resource Center, and more.

A module-based, systemic approach was taken to update the hundreds of existing pages and automate new page requests. My team developed hero graphics that could live alone OR with any type of brand imagery - as displayed in our test executions.

In tandem, we created a guide that covered visual treatments, specs, and key UI components for any designer or stakeholder to reference.

EMAIL RE-DESIGN AS A FAST FOLLOW

Email templates needed redesigning and a developed strategy for operation at scale. Heading a larger team of in-house and vendor resources, a set of 11 base templates was architected from a suite of modules in varying combinations. Templates could be used as delivered or customized from a self-serve library of illustrations and brand photography, enabling design customizations to focus on larger, ROI-driving campaigns.