Adaptive Insights is a customer-experience brand. Customer-centricity has been a through-line since the company’s founding. We needed to double-down on putting people (visitors, customers, partners) at the center.
These keywords are critical and will stand the test of time. They sat at the heart of everything that I’ve designed and built for this project.
Go back to the fundamentals
Clean, legible, and readable typography
Engaging content that drives emotional experiences
Consistent messaging, tone, and voice
Clear visual hierarchy and layouts
Better use of whitespace
Defined UX and design guidelines
Defined quality target for imagery and video
Don’t underestimate and/or overwhelm our visitors
Simplified, linear user journey/flow
Intuitive navigation and menus
Color as a functional element
Contextual conversion pages
In my research I found that most effective landing pages can be broken down into modular design patterns
For speed and efficiency I created the UX designs with Sketch leveraging an existing custom UI kit that I’ve created for Adaptive Insights. The interactive prototypes were created with InVision. This design process allowed us to quickly gather requirements, rapidly iterate through the designs, and capture feedback from key stakeholders. The typeface was intentionally set to Comic Sans to replicate the look and feel of Balsamiq wireframes and to prevent the internal customers from getting distracted by visual design elements.
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