Background: Axial is an online capital deal marketplace based in NYC for the middle market. The product’s platform helps connect CEOs, investors, and buyers for capital raising and acquisitions.
Objective: Design the new marketing website for Axial to increase clarification of its product, services, and offerings.
Role: Lead Interaction Designer
Tools: Sketch, Invision
Skills: User Research, UX/UI design
We began by creating a sitemap to organize content and hierarchy that spanned across the marketing website, our page promoting in person Events, and blog called Forum.
The design team hosted a few sketch sessions where we encouraged members from other departments to sketch ideas with us. With these ideas, I explored different iterations of wireframes, starting from paper sketching before moving to digital low fi wireframes.
This website redesign project taught me how to better strategize organizing information to most easily convey product messaging to potential customers, in particular from drawing upon specific use cases for our customer types. While we did some user testing at the end to gauge users' understanding of the product and service offerings, I would have started that process earlier to incorporate the changes sooner in the design process.