Daniel Fong

Creating a flexible and scalable design system for an interface that performs.

Role

UI/UX Designer, UI Developer, UX Researcher

Timeline

12 Months

Team

UI/UX Designer

Digital Marketer

Copywriter

Tools

Figma, Figjam, Notion, WordPress, Elementor, Gravity Forms

Overview

At Pivotal I led the redesign of our company website. My responsibilities included creating a design system, user experience overhaul, and the development of the site.

The result is a flexible design system that can scale with our web presences, curated user experiences for both job seekers and businesses, and a visual design that reflects our brand values.

For more information about my work on this project, reach out to me c.danielfong@gmail.com.

Outdated and cluttered.

An analysis and user tests of the original interface found several key issues that negatively impacted the usability of the website.

Poor design and copy made it difficult for users to complete tasks.

Layouts are busy and lacking visual hierarchy.

Failure to meet accessibility standards, especially for colour and contrast.

Visual design is outdated and doesn’t reflect brand values.

Forms are long, use vague labels, and use technical/robotic error copy.

Business Goals & Opportunities

I helped to establish goals and opportunities that the redesign aims to accomplish.

Current

50.3%

Target

40% long term

Current

0.11%

Target

4%+ long term

Build trust and communicate brand messaging.

Visually communicate that we are a trusted brand.

Final Designs

How might we create a scalable and flexible interface that suites Pivotal’s growth and brand image?

Next Case Study

Nova Star: Interface and user experience refresh for an insurance agency.