Website Redesigns
I’ve led multiple large-scale website redesigns for organizations with complex content ecosystems, global audiences, and high-stakes storytelling needs. My work focuses on modernizing digital experiences through improved UX, streamlined navigation, upgraded CMS infrastructure, and content systems that scale.
Across each redesign, the outcomes remain consistent:
higher traffic, lower bounce rates, faster load times, better engagement, and increased conversions.
My Approach to Website Redesigns
Regardless of the organization or tech stack, I follow a consistent strategic framework:
Research & Discovery: Understanding user needs, stakeholder priorities, and technical constraints.
Information Architecture & Navigation Planning: Creating clear pathways that reflect how people naturally explore content.
UX & Wireframes: Partnering closely with design and dev teams to translate user needs into structure and layout.
Content Strategy & Migration: Ensuring content is optimized, accurate, and structured for scale.
CMS Infrastructure & Workflow Organization: Creating a publishing environment that reduces friction and empowers teams.
QA, Testing & Launch: Managing reviews across departments and ensuring pixel-perfect execution.
Post-Launch Optimization: Measuring performance and iterating to maintain growth.
Case Studies
XPRIZE Website Redesign (2023–2025)
Role: Director of Digital Strategy — Lead for Strategy, Site Architecture, Content, UX, Vendor Management, End-User QA
Between 2023 and 2025, I led a full overhaul of XPRIZE.org, a complex multi-hundred-page site supporting global prize competitions, program launches, thought leadership, events, and blog posts.
My Responsibilities
Led the entire redesign process in partnership with the internal IT department
Built and issued the RFP, evaluated bids, and selected external designers
Guided design decisions, wireframes, UX improvements, and navigation strategy
Managed stakeholder reviews, including presentations to the Executive Leadership Team
Coordinated cross-team reviews across copywriting, design, marketing, and IT
Oversaw marketing team QA, pre-launch testing, and rollout
Goals
Modernize a legacy site into a flexible, scalable Kontent.ai CMS
Rebuild the site architecture for clarity, growth, and accessibility
Improve navigation for users exploring multiple competitions and programs
Raise the overall standard of UX and mobile performance
Accelerate editorial workflows and reduce publishing friction
Outcomes
The redesigned XPRIZE.org launched with measurable improvements across every major KPI:
Higher overall traffic through improved UX + clearer content pathways
Lower bounce rates across prize pages and content sections
Faster load times due to modern architecture and optimized assets
More time on site and more views per user, reflecting higher engagement
Increased newsletter signups through improved CTAs and cleaner user journeys
Tools & Platforms
CMS: Kontent.ai (formerly Kentico)
Design: Figma
Teams involved: IT, Design, Copywriting, Development, Marketing, External Designers
ICON Website Redesign (2023–2025)
Role: Director of Digital Strategy — Lead for Strategy, Site Architecture, Content, UX, Vendor Management, End-User QA
Prior to XPRIZE, I supported ICON’s 2022 redesign, built on CraftCMS after moving away from legacy Kentico infrastructure.
My Responsibilities
Led full content population and migration into CraftCMS
Collaborated with engineering and design teams on UX updates
Weighed in on visual direction and page layouts
Assisted with QA to ensure accuracy, usability, and editorial consistency
Goals
Modernize the company’s digital presence during a high-growth period
Improve the clarity and structure of product and innovation pages
Set up a content system that would scale with rapid publication needs
Outcomes
The redesigned ICON website launched with measurable improvements across major KPIs:
Increased traffic and engagement
Lower bounce rates due to a more intuitive user experience
Reduced load times and improved performance
Increases in newsletter sign-ups and user engagement across key landing pages
Tools & Platforms
CMS: Craft CMS
Design: Figma
Teams involved: Engineering, Design, Marketing