propelland - 2024
Race Communications, Empowering Connectivity with a Seamless Digital Experience
We designed a mobile-first, modular digital experience that balanced clarity, accessibility, and scalability. The solution combined a simplified customer journey with a robust design system that empowered the client to manage and grow their platform independently.
My Role
I led the visual direction of the project by creating three high-fidelity homepage moodboards to align the client on a clear visual direction. From the selected direction, I defined the design language across typography, color, layout, and illustrations, and produced high-fidelity visual assets that contributed to the design system to ensure consistency, accessibility, and scalability.
I also created a custom imagery prompt to define a consistent visual style across the site, enabling the client to replicate and extend the imagery independently as needed. In addition, I designed all interface animations and delivered Lottie files for seamless developer implementation, collaborating closely with UX and product partners to bring the experience to life.
The redesign transformed the digital experience, driving significant engagement, improving conversion rates, and elevating customer satisfaction.
⤷ The redesign led to a 30% increase in website engagement, as measured by time spent on site and interaction rates.
Race Communications is a fast-growing fiber internet provider serving underserved communities in California. The project focused on rebuilding the B2C marketing website to clearly communicate the value of fiber, simplify the path to purchase, and strengthen brand credibility in a competitive market.
Key Challenges:
Client Familiarity with Design Process: With limited exposure to early-stage design, Race’s team required high-fidelity wireframes to interpret design direction, impacting project flow,
Varied User Knowledge: The site needed to communicate complex fiber benefits in a user-friendly way, engaging both tech-savvy and non-tech users.
External Design Dependency: With no internal design team, Race heavily relied on our team to ensure design scalability and clarity..