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Case Study
Note: To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of my current employer.
My Role
My Role
🤔 Concepting / ✏️ Sketching / 📝 Wireframing / 🎨 UI/UX Design 🔍UX Research / 🤖 Prototyping
Tools
Tools
Sketch / Photoshop Illustrator / Invision
Platform
Platform
Desktop
Timeline
Timeline
4 Weeks
The Business Problem:
The legacy Brand Center served as the central repository for corporate assets but suffered from severe discoverability and accessibility barriers, leading to operational bottlenecks.
Critical workflows, such as procurement for business cards and trade show graphics—were obscured, resulting in a high volume of support inquiries to Corporate Marketing.
Rigid internal hosting prevented remote employees and external partners from accessing brand assets without a VPN, stalling production timelines.
A lack of visual hierarchy and a fragmented navigation structure led to a frustrating user experience that failed to reflect the brand's premium identity.
The Strategic Solution:
Overhauled the platform, transitioning the Brand Center from a static repository into an intuitive, accessible service portal.
To bridge the gap for a branding team unfamiliar with UX processes, I utilized Rapid Wireframing and Interactive Task Flows to socialize a new "Zero-Friction" SSO-gated sign-in strategy.
Using user personas, I synthesized user pain points ensuring every design decision—from the sign-in modal to the resource tabs—directly addressed real-world friction.
Led an agile design process through three major iterations, utilizing Low-Fidelity wireframes for early functional approval followed by Guerrilla Usability Testing with cross-functional coworkers to refine the interface.
Leveraging the new Corporate Design System, I engineered high-fidelity mockups with enhanced affordances (hover states, tab highlighting, and custom iconography) to guide users intuitively toward high-priority procurement actions.
The Result:
Despite technical constraints and a condensed timeline, the modernization achieved immediate measurable impact on business operations.
Effectively reduced support tickets and phone inquiries by empowering users with self-service tools and a clearer Information Architecture.
Documented a substantial surge in internal and external traffic within the first five months post-launch, proving the success of the new SSO-access model.
Facilitated a noticeable uptick in signage and business card orders, directly contributing to brand consistency across global trade shows and events.
Successfully launched a unified, professional interface that fully embodies the new corporate identity, meeting 100% of stakeholder objectives.
Design Planning and Research
Design Planning and Research
For a legacy enterprise brand center, utilizing wireframes to reduce
design-to-development friction and align stakeholders on core functionality.
Orchestrated the transition of ambiguous business requirements into a concrete product roadmap by utilizing low-fidelity wireframing as a collaborative tool for stakeholder alignment.
Rapid Prototyping for Validation: Developed lo-fi architectural blueprints to visualize the "Sign-In to Fulfillment" user journey, effectively de-risking the project by identifying functional gaps before high-fidelity production.
Low-Fidelity Wireframes / Task Flows
Low-Fidelity Wireframes / Task Flows
Design Planning and Research
Design Planning and Research
For a legacy enterprise brand center, utilizing wireframes to reduce
design-to-development friction and align stakeholders
on core functionality.
Orchestrated the transition of ambiguous business requirements into a concrete product roadmap by
utilizing low-fidelity wireframing as a collaborative
tool for stakeholder alignment.Rapid Prototyping for Validation: Developed lo-fi architectural blueprints to visualize the "Sign-In to Fulfillment" user journey, effectively de-risking the
project by identifying functional gaps before
high-fidelity production.
High-Fidelity UI Design & System Integration
Scalable authentication patterns, leveraging the enterprise design system, I engineered a universal SSO (Single Sign-On) modal. This ensured a unified entry point for both internal and external stakeholders, utilizing existing credential schemas to eliminate onboarding friction.
I refined the interface’s visual language by introducing high-contrast "Affordance" cues. This included optimizing hover-state logic, active tab highlighting, and custom iconography to create a deterministic navigation experience.
Conducted targeted usability testing on high-fidelity prototypes, fine-tuning chromatic variables and interactive states to maximize clarity and brand cohesion.
Retrospective:
Challenge: Crucial procurement tools for business cards and signage were buried, forcing users into a high-friction support loop with the Marketing team. Remote employees and external partners—the very people who needed brand assets most—were locked out by VPN-only requirements.
Takeaway: By translating support emails into User Personas and wireframe flows, I transformed "usability" from an abstract concept into a tangible business goal that stakeholders could finally visualize. Even with limited time and front-end resources, the move through three distinct iterations was vital. Guerrilla testing with coworkers allowed me to refine micro-interactions—like hover states and tab highlighting—which ultimately solved the "where do I click?" problem. I learned the value of "Perfect as the enemy of Good." While we couldn't achieve full responsiveness in Phase 1 due to developer constraints, we prioritized the SSO-gated access model, which solved the most critical business pain point: global accessibility.
The Result: Drastically reduced the administrative burden on Corporate Marketing by decreasing help-desk inquiries, as users transitioned to a self-service model. Global Adoption Surge: Saw a significant increase in unique visitors from both internal and external segments within the first 5 months, validating the new frictionless sign-in strategy. Procurement Growth: Directly facilitated a measurable increase in signage and business card orders, ensuring that the company’s physical presence remained brand-compliant at scale. Stakeholder Satisfaction: Despite the technical constraints, the project was deemed a definitive success, successfully launching a modern, professional gateway that serves as the blueprint for future digital brand initiatives.
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