Conductor Design System Redesign
Web & UX Design, Design Systems, Visual Design
June 2025 - November 2025
Project Details
Team
Project Owner
Marketing & Growth
Engineering
Graphic Design
Product Design
Tools Used
Figma
Figjam
Figma Make
Adobe Illustrator
Jira
Confluence
Google Analytics
Problem
Brief
I created a new look and feel for Conductor's website that reflected not only Conductor's repositioning as an AI-first platform, but also supported a more conversion-oriented design strategy.
During my first six months as a UX Design Intern at Conductor, I led a major website redesign to modernize the enterprise user experience, incorporating motion and interactions from industry trends, documenting rules for a build-as-you-go design system, and adding new components to support updated content and large off-screen UI elements
Problem
The previous website was seeing low engagement due to an outdated user experience and messaging that didn't highlight Conductor's AI-first platform.
To address these issues, we defined the following key objectives:
Solution
I led a website design refresh, developing and implementing an updated design system while partnering with product marketers on a comprehensive content overhaul.
I worked on reimagining the website's information architecture, messaging, and content for stronger storytelling and user engagement.
Results (In Progress)
The redesigned website is currently in development, with implementation expected to launch in late 2025.
Early stakeholder feedback has been positive, highlighting improved brand alignment, scalability, and clearer storytelling. Once live, the updated site will be evaluated against engagement metrics such as time on page, conversion rate, and bounce rate.
Timeline
Research
Defining Conductor's Voice
I helped define Conductor’s brand voice and visual identity by researching companies with similar values and analyzing how these translated into tone, color, and typography. These insights informed a cohesive visual language that reinforced Conductor’s AI-first positioning.
Competitive & Trend Analysis
I analyzed competitor and adjacent SaaS websites to identify emerging trends in visual design, grid systems, and storytelling. Many leveraged immersive UI visuals, human-centric narratives, and AI-oriented messaging—elements that felt missing from Conductor’s current experience.
Early Ideation
Brainstorming & Wireframes
I translated whiteboard wireframe sketches from brainstorming sessions with product marketers to digital wireframes for the new page layouts. This approach ensured that the necessary content for the designs was being generated—and vice versa.
Moodboards
I pulled in examples from my trend exploration to create moodboards that conveyed potential solutions. I used these boards to get stakeholder alignment and implement feedback early on.
Design
New Grid
Stakeholders wanted the redesigned site to feel bold and immersive, featuring large UI screens, full-bleed imagery, and spacious typography. I redefined our fixed grid into a flexible layout that adapts seamlessly across viewports, eliminating the cramped feel caused by the old system’s limited width.
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 System Documentation
To ensure the redesign could scale smoothly, I built a real-time design system outlining key styles and components, expanding it as new pages emerged. I documented all rules and logic to support a more thorough, scalable system beyond the initial redesign.
Development
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.
Takeaways
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.
