Hearst
MY ROLE: BRANDING & IDENTITY, EMAIL DESIGN, PROTOTYPING, SOCIAL MEDIA MARKETING, STORYBOARDING, UI/UX DESIGN, WEB BANNER DESIGN, WIREFRAMING
Project Overview
BEST of is a Hearst Media brand designed as a user-driven platform connecting residents with the best local businesses to eat, play, shop, and unwind. The platform showcases reader-voted winners and expertly curated lists, enabling users to effortlessly discover top-rated restaurants, vibrant bars, scenic parks, captivating museums and everything in between.
Challenge
Design an innovative website for BEST of Connecticut that would serve as the flagship platform for all Hearst brands, enabling residents to discover and celebrate the best local businesses across the United States. The platform aims to cultivate vibrant user communities through strategic engagement initiatives, fostering positive word-of-mouth and driving business growth.
My Role
As the Lead UX Designer, I spearheaded the BEST of project from its initial exploration phase. This involved conducting a comprehensive competitive analysis to inform the development of an innovative website strategy and a cohesive brand identity.
Research
I began by conducting in-depth research to understand the needs and preferences of our primary audience: local residents and merchants. This included developing user personas through deep user research to ensure the experience catered to their desires, expectations, and pain points.
Wireframing
In collaboration with Product Managers and Developers, I leveraged user research findings to create wireframes and conduct iterative usability testing throughout the design process, ensuring an optimal user experience.
Brand Identity & Visual Design
As the Principal Designer, I led the development of a cohesive brand identity for BEST of which includes the creation of a logo, color palettes, marketing collateral and a comprehensive brand guide with a design repository.
I employed a data-driven approach based on insights from A/B testing to create a visually engaging and brand-aligned experience.
Digital Ads – CT Insider
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Hydrafacial
ALL / HEARST / HYDRAFACIAL / COLOURPOP / IPSY / HEXAGON / OMFIT / DAILYOM / COMPASS CATALOG / COMPASS WEBSITE / GAMACHE REAL ESTATE
