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.
ROLE: project lead • designer • developer
TEAMS: marketing • product • design • engineering
RESULT: rapid site updates, improved productivity
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 building a site that could accommodate rapid growth, the redesign itself tripled the static page count and almost quadrupled the number of content databases. In the early stages of the process I mapped out the architecture I was proposing for this expansion and worked to align all stakeholders.
I drove a cross-departmental team in determining if and how to split the marketing site from the web app. We decided to move forward with the division and build in Webflow.
Turning to the more visual aspect of the redesign, we needed to add darker tints to create enough contrast to pair them with text on buttons. We also added two new colors for data visualization.
With our end-of-year launch goal being moved up a month to accommodate the holiday slowdown, the marketing team and I embarked on building out the full website in just under two months — and made it happen! In addition to designing the website, I also built it out myself in Webflow.
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 system that would streamline publishing.
Increasing the amount of content on the site, we couldn‘t overlook the need to make that content easier to find. I established taxonomies across the website, cross-referenced databases throughout, and added search functionality.
In establishing the visual design of the site, I balanced a sense of warmth and approachability with a level of refinement to inspire trust, all while spotlighting the true heroes: patients and caregivers.
After launching the site, I continued working with the marketing team to create new web pages, sprinkling in fun details when possible, like this little header animation.
Keeping AllStripes’ specific audience in mind, I proposed an accessibility audit of the website. I worked with the legal and engineering teams to source lists of the required changes, which I implemented over time.
The content of the marketing website was able to expand easily both during and after the redesign. The intuitive architecture and elevated visual identity also helped give the site a clean, modern feel.
