INCATech Rebrand

As part of a cross-functional initiative, I collaborated with the Lead UX Designer and the Marketing team to redesign the company's public-facing website. The project focused on modernizing the company's digital presence while improving usability, information architecture, and the overall user experience for prospective clients.

Although I transitioned to a new role before the redesign was completed, I played a key role in the discovery and early design phases, helping establish the strategic foundation that guided the new website experience.

Role | Timeline | Client | Team | Responsibilities

UX/UI Designer | 2021-2022 | INCATech | UX - Marketing | UX Research - UI Design - Branding

Foundation

The company asked the UX team and our marketing colleague to reimagine the company's brand identity and public-facing website, ensuring it remained competitive within the rapidly evolving digital solutions industry.

Working alongside the Lead UX Designer and a Marketing representative, I contributed to the strategic foundation of the redesign by conducting competitive analysis, facilitating user interviews, and translating research into actionable design requirements. I developed the site's information architecture and began designing wireframes that established the overall structure and user experience for the redesigned website.

Design Process

Discover

-Conduct user interviews

-Complete competitive analysis

-Identified opportunities to improve navigation, messaging, and usability

Design

-Map out information architecture

-Design site page wireframes

Validate

-Synthesized user feedback into iterative design improvements

-Collaborate with team and company leads throughout the entire process

User Research / Interviews

Click to enlarge

Screen Shot 2022-04-27 at 10.50.41 AM.png

Requirements

Impact

This project expanded my understanding of UX into digital brand experiences. It reinforced that a website is often a company's first opportunity to build trust, communicate its value, and guide potential clients toward meaningful action. It strengthened my appreciation for the role of research in strategic decision-making. Conducting competitive analysis and user interviews demonstrated how understanding both the market and the user creates a stronger foundation for design. While I wasn't able to see the redesign through implementation, the experience taught me the importance of establishing a clear strategy before a single interface is designed.

The best websites don't just communicate who you are, they make people believe it.