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Product Designer
Tech Leadership
Data Analysis
User Research
Information Architecture
Branding
UX/UI Design
Prototyping
On The Fuze, a HubSpot partner company, transitioned its service model from ‘White Label’ to ‘Onboarding and Support,’ offering solutions ranging from basic platform introductions to advanced strategies. During this transition, the company initiated a branding update but proceeded to redesign the website without engaging the Product and Marketing teams, resulting in unclear communication. Recognizing the issue, I intervened to pause the process and spearheaded a strategic redesign initiative in collaboration with multidisciplinary teams.
I conducted a Heuristic Analysis, Click Evaluations, and Heatmap Assessments. I identified issues such as a lack of coherence in the company’s information, as well as inconsistencies in design and the user journey. Long texts, dense content, and poorly optimized images also negatively impacted the user experience.
With the insights, I worked with the Marketing team to reshape the information architecture of the site’s MVP. The Mega Menu was removed, and the portfolio, “Work With Us” section, and HubSpot platform demo, suggested by users, were postponed to later stages after the MVP.
I co-led the creation and development of the company’s design system, Horizon Theme: a scalable library of components and variables built in Figma and reflected in the HubSpot account. When I took the lead on the website redesign, I applied the standards and components from this system.
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I worked alongside the senior designer on the company’s new visual identity, created to reflect the team of professionals: multidisciplinary, dynamic, enthusiastic, and believing that growth comes from giving our best every day.
With this project, I was able to test a workflow process with greater integration between teams and implement a strategic design mindset within the company.
We now offer a strategic audit, analysis of information architecture and analysis of user flows, conducted before prototyping to ensure greater satisfaction in our projects.
The designer participates in the Onboarding with the PM and Client, the Kick-off with the Front-End, the analysis of information architecture and user flow, and proposes two Homes for A/B testing.
With a concise website and the reactivation of social media, I was able to reach potential clients and employees, thereby expanding our client base and team.
This project was completed in 2023. The website remains active and continues to iterate. It serves as proof that it’s possible to strategically engage the team to contribute to the maturation of design within a company, which significantly impacts user experience and satisfaction.
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© 2024 | Juliana Senra
