As a senior designer at Fino Consulting, I oversaw initiatives to change the way both future employees and potential clients viewed IT consulting.
Transforming the Fino Blog using the Design Sprint.
Attracting a new generation to IT Consulting.
Corporate Site Redesign
Overhauling the design of a site in 7 one-week sprints.
On-brand illustrations done for company events
The Fino design team felt strongly that the blog’s design didn’t represent the skills of our department or the culture of our company. We used a one-week Design Sprint, where we spent 1-2 hours a day redesigning the Fino Blog with the following goals in mind:
- Create a design for the Fino blog that represents the strengths of the design team and company culture
- Execute the team process in an ambitious, abbreviated time frame
- Present process, learnings, and design to the entire company at the end of the week
Current company blog did not reflect company brand, culture, or talent.
Monday: Competitive Analysis & Requirements Gathering
Team members individually survey blogs, looking for best practices, innovative design, etc. Each person to be assigned one of the following: corporate/company blogs, general interest blogs, digital magazines, blogging platforms, design/UX research pertaining to blog best practices
Team shares findings and discusses
Team develops a set of requirements for the Fino blog based on findings
Tuesday: Ideation & Sketching
Review requirements from Monday meeting
Individual sketching time
Group white boarding and sketching; should culminate with a shared central vision
Split into two groups to flesh out remaining details, based on shared vision
Divide and conquer—one group works on the landing page, the other the article pages
Complete a prototype that can be utilized for user testing
Thursday: User Testing
Whole group learns how to use verifyapp.com
Set up various tests as a group: A/B testing, menu, feedback, etc.
Review results of user testing
Define any guiding principles based on testing results
Determine how we want to update designs
Discuss how we want to share with the rest of the organization
Research Findings / Blog Requirements
1 big call to action (similar to: Huge.com/ideas)
Include summary of the article topic. Summary will be written specifically for this purpose (similar to: NYMag)
Curate a set of content categories. This is not the same as tags—tags are dead
Information hierarchy will make or break this page
Avoid visual clutter
We are positioning ourselves as experts speaking to our peers
Follow general guidelines for content usability: Big fonts, big margins, lots of space between chunks of content
Content authors should use bullet points in their writing to improve readability/skimability
Use design elements to improve readability/skimability, potentially for things like block quotes, executive summary, key takeaways, etc.
No comment section, instead encourage sharing via Twitter
Author contact information
DON’T CALL IT A BLOG. Ideas for section name:
I created campaigns and corresponding collateral to attract both interns and full-time employees for company recruiting events.
College Campus Visits
The college career fair campaign centered around the idea of 'making.' We wanted to recruit interns that had a passion for making and convey the idea that our interns (and employees) have autonomy in what they make.
Our signage was interactive—we asked students to tell us what they are passionate about making. And our employees wore shirts that said "Make something you love."
Uncubed, NYC's Annual Digital Skills & Jobs Conference
We served margaritas at our Uncubed recruiting event, so swag followed suit. I created drink recipe cards, coasters, and bottle openers.
Corporate Site Redesign
I led a small team of writers and developers to redesign the Fino website.
The website needed to be designed to appeal to two audiences.
- Potential Client
A C-level employee of a mid-sized company, particularly those in the Energy Sector, who values thought leadership (as demonstrated by LinkedIn activity).
- Potential Employee
A talented recent grad to mid-level employee who wants to love their co-workers as much as their work.
Site Map and Wireframes
As project manager, I organized the kanban board, writing stories, logging bugs and assigning tasks.