Role
Senior UI/UX Designer
Timeline
February 2024 – September 2024
Team
Sr. Director of Design, PMS, and engineering
Problem
TSIA.com no longer reflected the company’s evolution from delivering research as downloadable PDFs to providing a modern SaaS platform, making it difficult to communicate the value of membership and the new product experience.
My role
Led the UX and visual design for TSIA.com 2.0, owning information architecture, navigation, wireframes, component design, high-fidelity UI, and implementation in Webflow while collaborating with leadership and development partners.
Outcome
Delivered a complete redesign of TSIA.com, creating a modern gateway to the TSIA member experience, improving content discoverability, and establishing a new visual language.
TSIA was undergoing a major transformation. The organization was rebranding while shifting from delivering research primarily through PDFs to a SaaS platform where members could access research directly online.The existing website no longer reflected the company’s vision or product experience.
How might we redesign TSIA.com to better communicate the value of membership while supporting the company’s new SaaS strategy?
I led the UX direction for the redesign, creating a scalable experience that balanced marketing goals with member needs. My responsibilities included:
Throughout the project, I partnered closely with Marketing, leadership, content teams, and our Webflow development partner to guide implementation and maintain design quality from concept through launch.
Marketing, Product, and executive leadership each brought different priorities. Regular design reviews helped build alignment while keeping the project moving.
The site needed to support a wide range of marketing content while maintaining a cohesive visual language and reusable component library.
The website needed to introduce a new SaaS experience while preserving TSIA’s reputation as a trusted source of industry research.
Throughout the redesign, I facilitated recurring design reviews with directors and senior leadership to validate design direction, gather feedback, and resolve competing priorities before implementation.I also incorporated accessibility recommendations from previous audits and reviewed live implementations to ensure design quality and consistency throughout development.
Recognized with TSIA's Rising Star in Design Excellence Award for contributions to the successful redesign.
Delivered TSIA.com 2.0 as the digital front door for TSIA's new SaaS platform and company rebrand.
Established a scalable UX foundation through reusable components, navigation patterns, and design standards.
Aligned Marketing, leadership, and development throughout the redesign, helping bring a complex cross-functional initiative to launch.
A clear vision keeps large projects aligned. Defining the strategy, objectives, and purpose for each page helped guide design decisions and keep stakeholder discussions focused.
Enterprise redesigns require alignment as much as design. Bringing together Marketing, leadership, and development was just as important as creating polished interfaces.
Design systems scale better than individual pages. Leading my first enterprise website redesign shifted my thinking from designing pages to creating a cohesive experience that could evolve with the business.
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