The Problem: Marlboro.com’s user experience was inconsistent and inefficient, causing productivity issues across creative teams and confusion for users.
The Solution: A refreshed design with a comprehensive component library that streamlined workflows, improved cross-department consistency, and delivered a modern, user-friendly site ahead of schedule.
The Solution: A refreshed design with a comprehensive component library that streamlined workflows, improved cross-department consistency, and delivered a modern, user-friendly site ahead of schedule.
On the Marlboro.com refresh, I worked collaboratively with the VP/Director of Interaction Design to re-imagine the digital experience, making sure it resonated with the brand’s established identity while also modernizing the site for improved usability. This effort was a strategic balancing act between aesthetic refinement and functional enhancements, which ultimately enabled us to deliver the project 20% ahead of schedule.
Screenshots of Component Design Library from Adobe XD file
One of my key contributions was launching a comprehensive design component library. This asset was pivotal in streamlining the workflow for art directors, ensuring that design elements remained consistent across different teams and departments. It also boosted productivity by providing a unified, easy-to-navigate system of components, reducing the time required for repetitive design tasks and empowering teams to focus on creative problem-solving.
Additionally, my work on the project was underpinned by core UX principles such as user-centered design and scalability. From wireframing to high-fidelity prototypes, I made sure every piece of the redesign was rooted in research and best practices. By considering not only the visual experience but also the site's accessibility and responsiveness, the refresh provided a seamless journey for a diverse user base.
Overall, my approach exemplified strategic thinking: combining a methodical, design-system-driven process with attention to the nuances of user interaction to create a site that was not just visually appealing but also intuitively navigable and efficient to maintain.
