[leadership, design, ideation, UX]
PURPOSE - Create a new visual and interactive experience for the search, select, buy, and fulfill path while also identifying opportunities to be an industry leader.
CHALLENGE - Leverage a new brand guide that was being developed simultaneously. The product ownership changed multiple times during the project which also included two major scope shifts. Company hiring freeze caused limited resourcing. Little to no site performance data with extremely limited testing/validation opportunity.
SOLUTION - Try new things. Champion and strengthen the relationship between technology and marketing to ensure proper brand alignment. Leverage as much work from prior to the scope shift to ensure the project continued on a positive trajectory. Work lean and use shared internal resources.
OUTCOME - A design was created that was flexible enough to allow minimal site management while still appearing to have a fresh and modern design approach.