TL;DR
Led end-to-end redesign of B2B fintech website: research (card sorting, SUS testing), stakeholder workshops, design system creation, and dev partner management. Delivered production-ready specifications with measurable UX improvements despite project pause due to internal restructuring.
INFOS
- Role: Lead Product Designer & Project Manager
- Client: EthiFinance, Double-Materiality Rating Agency
- Target Users: B2B decision-makers (CFOs, Asset Managers, Banking executives)
SKILLS & TOOLS
- UX Research
- Stakeholder Management
- Content Strategy
- UI Design
- Design System
- Product Design
- Maze, Figma, WordPress
Overview
EthiFinance’s legacy website suffered from poor usability, maintenance bottlenecks, and misalignment with brand values.
As Lead Product Designer & Project Manager, I spearheaded the end-to-end redesign – from research to delivery—creating a scalable, user-centric platform.
My Role & Impact in the site redesign
Discovery & Research
- Conducted company-wide survey (n=45) to identify pain points in the current website
- Ran comparative usability testing (SUS benchmarking) against 4 competitors
- Led card sorting study via Maze to restructure the site’s information architecture
Stakeholder Alignment & Vendor Management
- Facilitated an Inception workshop with C-suite to define scope and success metrics
- Led agency selection process, negotiated budgets, and authored technical specifications
- Served as sole point of contact between internal teams and development partner
Design & Prototyping
- Designed complete wireframes and high-fidelity prototypes in Figma
- Established a complete Design System (100+ reusable components) to ensure design-dev handoff consistency
Content
- Wrote a comprehensive guide to optimized web content writing for teams who are experts in their field but new to web content writing: content length, keywords, internal linking, text structure, etc.
- Coordinated the editorial work of the various internal teams
Technical Implementation
- Selected WordPress as CMS for flexibility and non-technical editor autonomy
- Identified the only French certified WordPress Agency: specifications, project management, SPOC
- Defined integration requirements for marketing automation
- Collaborated with devs to ensure perfect design & functionalities implementation and accessibility compliance (WCAG 2.1 AA)
Measured & Expected Impact
- +34% improvement in content findability via improved navigation and internal linking (validated via card sorting)
- -50% content management time (projected, thanks to modular design blocks & editors autonomy from dev)
- SUS score target: 78 (vs. 52 on legacy site, based on competitor benchmarks)
- 42 reusable components in design system for scalable future iterations & other digital platforms
- 89% WCAG 2.1 AA compliance
Outcome
Website launched successfully with validated design system achieving projected UX improvements.
Ongoing maintenance by reorganized internal teams led to evolving interpretations of brand consistency standards. Initial launch demonstrated design system efficacy; comprehensive documentation archived for future governance frameworks.