1. Project Overview
GlobalDWS is a forward-thinking technology company that required a digital presence to match its innovative offerings. The legacy website suffered from a fragmented user experience, high bounce rates, and a lack of a cohesive brand narrative, which hindered user engagement and lead generation.
As the Creative Design Lead, I spearheaded the end-to-end redesign of the GlobalDWS digital platform. My goal was to build a mobile-first, responsive, and accessible website backed by a scalable design system that could grow with the company.
The Impact at a Glance
80%
Increase in average session duration
8%
Reduction in bounce rate
1st Centralized
Design System established, reducing debt
2. The Problem
The original digital experience was burdened by design debt and inconsistent user journeys. Complex technical offerings were not clearly communicated to prospective clients, leading to user drop-off.
Stakeholder Misalignment
Initial resistance to a complete digital overhaul. Business teams and marketing had varying visions for the product.
Poor Engagement Metrics
Users were leaving the site quickly without exploring the core services or understanding the value proposition.
Inconsistent UI
The lack of a unified design system meant the brand looked disjointed across different pages and marketing assets.
Development Gap
A clear disconnect between design concepts and the external development team's execution and technical constraints.
3. My Role & The Team
I managed the full production lifecycle in a distributed Agile (Scrum) model. I acted as the core mediator between:
- Internal Stakeholders: Business and marketing teams.
- External Teams: Freelance creatives and developers.
"My responsibilities ranged from facilitating user research and creating UX documentation to hands-on UI design, HTML/CSS component building, and overseeing the final Wix Studio implementation."
4. The Design Process
Discovery & Alignment
To overcome initial resistance to change, I relied on data-driven storytelling. I facilitated user research to understand the pain points of our target audience and presented comprehensive User Research Findings Reports to the executive team.
Outcome: By showcasing concrete data on user drop-offs and competitor benchmarking, I secured full stakeholder buy-in for the digital modernization initiative.
IA & Wireframing
I restructured the site's Information Architecture (IA) to simplify the navigation. Complex B2B offerings were broken down into intuitive, digestible user flows.
Design System
To ensure scalability and consistency, I developed a comprehensive Design System from scratch. This included typography hierarchy, a modernized color palette, responsive grid systems, and accessible UI components (buttons, forms, cards).
Prototyping
Adopting a strict mobile-first approach, I designed the high-fidelity interfaces. I prioritized clarity, using ample whitespace and clear calls-to-action (CTAs) to guide users through the site naturally.
Design to Dev
To ensure the design was implemented flawlessly, I didn't just hand off Figma files. I built responsive landing pages utilizing HTML5 and CSS3 components to demonstrate exactly how the interactive elements should behave. I coordinated closely with the developers managing the Wix Studio environment, assigning tasks via Jira and managing approvals.
5. The Solution
The new GlobalDWS website is a modern, cohesive, and highly engaging platform designed to convert.
Responsive Architecture
Flawless experience across desktop, tablet, and mobile devices.
Streamlined Navigation
Intuitive access to core services, drastically improving findability.
Engaging Content
Translated complex technical capabilities into accessible value propositions.
Accessibility Compliance
Ensured contrast ratios and structural elements aligned with WCAG best practices.
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6. Results & Reflections
The launch of the new site provided immediate, measurable business value. By prioritizing user needs and establishing a clear design language, we transformed the platform into a powerful asset for the company.
The Takeaway
The biggest lesson from this project was the power of mediation and data. When redesigning legacy systems, the design itself is only half the battle; aligning cross-functional teams and overcoming organizational resistance using clear, research-backed storytelling is what ultimately ensures a project's success.