Leadership Page and Biographies
Redesigning a legacy page with a modern, contemporary layout that prioritized readability and clean design principles.
UX/UI • Brand Alignment • Visual Design • Usability Testing
The original page featured all the bios on one page, causing an overwhelming amount of copy upon first glance and a weakened visual hierarchy of the page. I also wanted to update the design and layout to feel less cluttered and bring more professionalism to the page.
Deliverables
User Research • Testing • Wireframes • Mockups
While I felt comfortable moving forward with my design decisions, I wanted to validate those choices by conducting tests to gather insights. When testing the old layout, I learned that people took longer to locate individuals, showed more frustration when reading through bios, and commented on the outdated design. These insights helped drive the design decisions, leading to a layout that serves more as a directory of the leadership team, which then links users off to individual bios as opposed to housing all biographies on one page. Through further testing, I learned that users preferred versions with a breadcrumb trail at the top of the biography pages, as that made it easier for them to go back to the directory page.
Outcome
Post-launch, the Leadership page moved away from a text-heavy layout and into a design that alleviates pain points that users initially had. The new grid-based layout makes it easier on the eye and creates a less overwhelming experience for the user, while better reflecting the organization’s professionalism and human-centered values.