With multiple audiences and a rapidly growing roster of rare disease research programs, the AllStripes marketing website needed to be redesigned to support the company’s growth.
SCOPE: website redesign • Webflow build
ROLE: designer • developer • project lead
RESULT: 30% increase in new users (YoY)
Before pushing any pixels, I met with the key stakeholders to learn the top priorities for the website redesign. I also lead a workshop to gather input from the larger team.
In addition to needing to leave room for growth, the redesign itself tripled the static page count and almost quadrupled the number of content databases.
Before the redesign, the marketing site and AllStripes‘ software product existed as one combined website. The engineering team needed to implement all updates, such as publishing blog posts, which had to be timed with their two-week sprint cycle.
Working closely with the PDE team (product, design & engineering) I lead discussions to determine:
Ultimately, we decided to split the websites. I researched and presented different platforms, comparing them in a number of categories and highlighting tradeoffs. I recommended Webflow as our best option and the team agreed.
I worked with the engineering team to set up an API that automatically syncs key information between the marketing website and the now separate product database. Meanwhile, I collaborated with the marketing team to finalize page content and create a content management system that would streamline publishing.
In establishing the visual design of the site, I did my best to balance a sense of warmth and approachability with a refinement that would inspire trust, all while spotlighting the true heroes: patients and caregivers.
