Process
In a Virtual Design Sprint session led by our Product Design Manager, in collaboration with the Marketing Department, we embarked on a journey to gather inspiration from pioneering brands, both within and beyond our industry. Through insightful exchanges, we explored avenues to push the boundaries and elevate our brand's presence.
In our pursuit of enhancing our homepage, we undertook a comprehensive approach that involved meticulous data analysis and theme identification, ensuring every element resonated with our audience.
EARLY DESIGNS
I embarked on sketching several iterations of the homepage, drawing inspiration from our recent design sprint findings. Subsequently, I refined the top two concepts into lo-fi wireframes.
INVESTOR JOURNEY
The project's most formidable hurdle lay in effectively and succinctly communicating our array of new product offerings. This necessitated the creation of several iterations of the personalized investor module. Presented below are some preliminary sketches showcasing our early design explorations.
NAVIGATING THE ACCESSIBILITY HURDLE
During the redesign, our design system faced a challenge our primary color, Roofstock Orange, didn't meet ADA standards.We conducted an audit, explored alternative colors for compliance, and collaborated to select Fin-Tech Blue.
HIGH FIDELITY DESIGNS
I transformed these initial designs into high-fidelity wireframes, exploring various layouts, shapes, and colors. As I refined the wireframes and presented them to executive stakeholders, we took another stride towards realizing the evolved Roofstock brand – one that is technologically advanced, approachable, and informative.
REFINING VISUAL IDENTITY AND DESIGN SYSTEM
To enrich the user experience, I led the integration of illustrations and development of an illustration style guide, ensuring alignment with our brand vision. Collaborating with IconScout, we refined illustration guidelines, elevating our visual identity.
Simultaneously, I updated and managed our design system in Figma, incorporating new icons and visuals for seamless integration across touchpoints. Managing illustration asset documentation ensured timely delivery and adherence to brand ethos.
By instilling our refined brand style, we rejuvenated our brand and set a new standard of excellence in visual identity.
