Challenges
Inconsistent UX and visual identity across markets
Rigid CMS with poor editor workflows
Accessibility issues affecting key user journeys
Difficult for users to navigate between markets
Outdated technical foundation
Goals
Align with WCAG 2.1 AA accessibility guidelines
Build a modular, scalable design system
Improve navigation, clarity and structure
Enable editors to build pages with ease
Ensure responsive design, SEO and fast publishing
My role & contributions
I worked across the full design process in a cross-functional team:
Facilitated stakeholder and editor workshops
Conducted UX research, benchmark analysis, and impact mapping
Created wireframes and user flows for key journeys
Designed a modular UI in Figma with components and a design system
Applied accessibility best practices throughout UX and UI
Collaborated closely with developers for handoff and QA
Process (highlights)
Planned and estimated the project together with the project manager and digital strategist
Facilitated several workshops with the client, including impact mapping and information architecture
Planned user interviews in collaboration with the client: wrote questions, booked respondents, and conducted interviews both in person and via Teams
Created and distributed a user survey alongside the interviews, targeting Coor’s subscribers and other relevant channels
Analyzed insights from interviews and surveys; mapped touchpoints to build user journeys and personas
Based on personas and research, created wireframes and eventually the full visual design for the project
Outcome
13 websites launched using the same design system
Consistent and accessible user experience across countries
Improved navigation for both visual clarity and functional usability
Editors empowered with reusable components and visual page building
Improved SEO and performance from day one
WCAG compliance integrated from wireframes to handoff
Faster publishing with fewer dependencies on developers
Old menu next to the new design with explanation of different parts.
Before and after screenshots of the old and new start page.