Design systems, web design, growth UX
2025
Infusing AI strategy into Conductor's website experience
Designing the framework of a new website design system to reflect Conductor's repositioning as an AI-first platform and drive stronger conversions through a more focused, results-oriented design.
Role
UX design lead
Team
Growth, marketing, design, engineering, product
Timeline
Jan 2026 - Nov 2026
Industry
Enterprise software
Company overview
Background
Challenge
Problem
Insight
Google Analytics data revealed low engagement across key pages
Opportunity
Build a more engaging web experience, starting with the highest-impact pages
Context
A website for the buyers, a product for the users
To satisfy the needs of the two key audiences, we needed to communicate both strategic business value and practical, everyday utility.
Primary persona: the growth-focused leader
Secondary persona: the workflow organizer
Process
What does AI-first look like?
I created moodboards referencing the visual language of companies with similar brand experiences to understand how Conductor's brand translated into tone, color, and type. These concepts were later used as proposals to align stakeholders early on.
Brand experience
Moodboard
How did I get here?
I created moodboards referencing the visual language of companies with similar brand experiences to align stakeholders early on.
Designing for a story still taking shape
The challenge shifted from applying a new visual layer to finalized content to designing a flexible system around evolving inputs.
Scope change!
Original workflow:
Website redesign first, with new content and product launches introduced later.
Expanded workflow:
Website design, content development, and upcoming product features progressed in parallel.
Solution
The framework for the new Conductor.com
I built the framework for a scalable design system that elevated product storytelling, reflected modern design principles, could better support future content needs.
What changed?
The redesign features a cutting-edge look and intuitive experience that highlights AI-driven innovation while enhancing usability and reinforcing Conductor as a modern, market-leading brand.
See for yourself
The redesign features a cutting-edge look and intuitive experience that highlights AI-driven innovation while enhancing usability and reinforcing Conductor as a modern, market-leading brand.
