Lead UI/UX Designer; focusing on mobile-first design website design. I was the lead designer on this project, and I met with the client to hear their needs, set their goals and propose visual styles to properly alliterate their brand voice. I created a clean and minimal visual language, developed and maintained the design system, and led other designers to help with asset creation and page production.

The Lions Eye Institute’s previous site struggled to present complex information in an easy to digest way, so clarity of content and organization of page elements was a must for this project. Another challenge was to create a single site that services the three target audiences in a cohesive way.

Because of the complexity of content and information architecture, content was curated, outlined, and many renditions of wireframes were created for key pages before the design began. There was lots of communication between myself, the client and our team of content creators; however once we had the overall structure I developed a visual language based off of their already established brand, created a living design system, and created template-driven pages designed to accommodate a wide flexibility of content.

The client was pleased with the process and results, as well as the care and insight I put into making sure the website’s overall structure and design served the target audience and created clear funnels to important information.