Case study of a marketing site redesign circa 2012. My role was design and production while I was a full-time employee.

2. BEFORE: home page

3. BEFORE: home page
Layout looks familiar, but unlike other popular
social media sites, the user cannot immediately
determine what the site is for or why they need it.

4. AFTER: home page

5. AFTER: home page
Headline
What this site offers in less than three seconds.

6. AFTER: home page
Subhead
Brief introduction and value statement.

7. AFTER: home page
Call to action
No fear—it’s free!

8. AFTER: home page
Hero image
Show the product, especially when the
design is superior to competitor offerings.

9. AFTER: home page
Audience
Who can benefit from the product?

10. AFTER: home page
Features and benefits
Tailored to each audience.

11. Secondary call to action
Lead generation opportunity.
AFTER: home page

12. BEFORE: benefits and features pages

13. AFTER: benefits and features pages

14. AFTER: benefits and features pages
Location marker
Users always know where they are.

15. AFTER: benefits and features pages
Friendly headline
Easy-to-read condensed font takes less
space to tell store.

16. AFTER: benefits and features pages
Features list
Accordion display allows quick scanning.

17. AFTER: benefits and features pages
Features list
Click for more info when you find a
feature that solves a pain point.

18. AFTER: benefits and features pages
Monotone icons
Repeated throughout site for instant recognition also act as
graphic element to keep line lengths comfortable.

19. AFTER: benefits and features pages
Call to action
Consistently presented so it’s
always available when user is ready.

20. AFTER: benefits and features pages
Sub-navigation
Allows users to scan and explore
additional features.

21. AFTER: benefits and features pages

22. AFTER: benefits and features pages
Responsive design
Allows users to browse
the site on any device.

23. user interface and experience design
VALARIE MARTIN STUART
dallas, texas, usa • 972-762-4360 • www.valarie.info