Goals 🎯
Develop the framework for a flexible, scalable design system
Improve usability, engagement, and conversion rates
Better target Conductor’s Enterprise audience and AI-first brand repositioning
Improve usability and strengthen user resonance with the Conductor brand
Impact (In Progress)🏆
The redesigned website is currently in development, with implementation expected to launch in late 2025. Once live, the updated site will be tested and evaluated against engagement metrics.
Stakeholder and customer feedback revealed that Conductor’s website felt outdated, unengaging, and disconnected with the company’s new AI-led positioning.
SOLUTION
I built the framework for a scalable design system that elevated product storytelling, reflected modern design principles, and reinforced Conductor’s brand identity, ensuring seamless integration with the new content being developed in parallel.
COMPANY BACKGROUND
Conductor is an AI-driven enterprise platform that helps companies optimize their digital presence by unifying SEO, AEO, content creation, and website intelligence in one place. The website showcases the full product suite, illustrating how Conductor’s platform functions as a unified workflow rather than a collection of siloed tools.
CONTEXT
Scalable Content 🚀
Enterprise Focus 👥
Improved UX & Conversion 📈
Branding Consistency 📢
✅ Creating the look and feel of a website redesign
✅ Defining a new grid system to support more content
✅ Creation of net-new marketing copy
✅ Generating stylized product UI screens
❌ Creating a fully fleshed out design system
❌ Corporate branding or logo redesign
❌ Performance optimization and infrastructure improvements
❌ Full information architecture overhaul
How might we better resonate an enterprise audience with Conductor's AI-first brand repositioning?
PROCESS
Design Process
Project milestones were executed through smaller, agile sprints, enabling iterative design improvements and more frequent stakeholder feedback.
Constraints
Time
With startups emerging rapidly and AI reshaping the industry, Conductor was in a race to refresh its positioning and stay ahead of the competition.
Evolving Product
The website content was being developed in parallel with new product features, meaning much of the material I needed for reference didn't exist yet.
Slow Feedback Loops
Securing feedback and alignment from stakeholders took longer than expected, often requiring me to revisit earlier design decisions to incorporate new input.
DISCOVERY
Exploration & Research
I explored industry trends to inform more intuitive, forward-looking experiences aligned with current best practices, using GA4 data to guide redesign priorities.
Brand Experience Inspiration
I researched companies with similar brand experiences as Conductor to understand how those translate into tone, color, and type.
Google Analytics Data
GA4 data revealed low engagement on key pages, guiding us to prioritize the platform overview and feature templates. Viewport data also showed 1920px as our primary breakpoint.
EARLY IDEATION
Brainstorming Designs
With priorities set, I explored early layout and visual concepts, building in feedback milestones to refine the direction collaboratively.
Wireframes
I facilitated brainstorming sessions with product marketers to ensure that the new design would support the new content, and vise versa.
I translated the whiteboard wireframe sketches into digital wireframes for the new page layouts.
Moodboards
Moodboards from my trend exploration helped visualize experience directions and gather early feedback.
Redefining Grids & Breakpoints
I implemented a flexible, responsive grid layout and redefined our breakpoints, adding new ones to document how components behave across different viewports.
Stylizing Product Images
I worked with marketers and product designers to style UI screens for the new site, building on the product's evolving design system to showcase forward-looking product interfaces.
Design Documentation
By documenting the rules and logic behind my work, I created a foundation for a future design system and made handoff to development more seamless.
Handoff
I annotated components to detail behavior across breakpoints and interactions, then organized all files and specs in Jira to ensure clarity, streamline development, and maintain design fidelity.
Prototyping Motion & Interactions With AI
To create a forward-looking, dynamic system, I incorporated motion and interactivity inspired by industry trends. Using Figma Make to prototype motion-rich components streamlined my workflow and clarified interaction behaviors for developers.
QA & Implementation
I partnered with engineers to ensure design accuracy through QA reviews on staging builds, documenting issues in Jira and refining details until the final product matched the intended design.
Show, Don’t Tell
Visual storytelling was critical to stakeholder engagement. Moodboards, low-fidelity wireframes, and interactive prototypes allowed teams to experience designs directly, reinforcing narratives and product value more effectively than words alone.
Communication is Key
Iterative check-ins, collaborative brainstorming, and detailed design documentation ensured alignment across marketing, engineering, and product teams. This clear communication maintained brand consistency, scalability, and fidelity throughout development and implementation.
Leveraging AI in the Design Process
AI played a key role throughout the project. I leveraged it to synthesize research into actionable insights, refine on-brand copy in Claude, and prototype motion-rich interactions in Figma Make, streamlining workflows and aligning design, content, and product.
