PROJECT OVERVIEW
ROLE
UX/UI Designer, Brand Strategist
TOOLS
Figma, Dovetail, Canva, Attention Insight, Neurons, Stark, Wix
Process
Empathize > Define > Ideate > Prototype > Test & Iterate
Originations Global is a UX/UI and brand refinement project focused on improving clarity, credibility, and user engagement within a highly specialized consulting space.
I led UX strategy and visual direction to transform a fragmented digital experience into a cohesive, trust-building platform.
Problem Statement
Originations Global operated in a highly specialized consulting space, but its digital presence lacked clarity, consistency, and structure. Messaging had evolved organically, resulting in a fragmented experience that made it difficult for users to quickly understand the company’s value.
Objective
The objective was to create a clear, intuitive, and credible digital experience that effectively communicates expertise while guiding users toward engagement.
Research & Discovery
The redesign began with a comprehensive research phase to better understand both the market landscape and user behavior.
Research Methods
stakeholder interviews
market and industry research
competitor benchmarking
persona development
empathy mapping
card sorting exercises
behavioral analytics and heatmaps using Hotjar
insight synthesis using Dovetail
visual attention testing using Neurons
Key Insights
The research phase revealed several critical challenges:
Navigation friction
Users struggled to locate service information quickly due to overly complex page structures.
Messaging clarity
Visitors needed a clearer explanation of the company’s expertise and value proposition.
Visual hierarchy issues
Important information was buried within dense layouts that lacked strong scanning patterns.
These insights informed the strategy for both brand repositioning and UX restructuring.
UX PROCESS
Empathize
With a commitment to our clients and an extensive skill set, which we are always developing, we continously strive to exceed expectations.
Define
The objective was to create a clear, intuitive, and credible digital experience that effectively communicates expertise while guiding users toward engagement.
Ideate
The objective was to create a clear, intuitive, and credible digital experience that effectively communicates expertise while guiding users toward engagement.
Test & Iterate
The objective was to create a clear, intuitive, and credible digital experience that effectively communicates expertise while guiding users toward engagement.
Brand Challenge
Brand Strategy
Visual Identity
RESULTS & IMPACT
Key Insights
With a commitment to our clients and an extensive skill set, which we are always developing, we continously strive to exceed expectations.
Testimonial
Before vs. After
Reflection
PROJECT OVERVIEW
ROLE
UX/UI Designer, Brand Strategist
TOOLS
Figma, Dovetail, Canva, Attention Insight, Neurons, Stark, Wix
Process
Empathize > Define > Ideate > Prototype > Test & Iterate
Originations Global is a UX/UI and brand refinement project focused on improving clarity, credibility, and user engagement within a highly specialized consulting space.
I led UX strategy and visual direction to transform a fragmented digital experience into a cohesive, trust-building platform.
Problem Statement
Originations Global operated in a highly specialized consulting space, but its digital presence lacked clarity, consistency, and structure. Messaging had evolved organically, resulting in a fragmented experience that made it difficult for users to quickly understand the company’s value.
Objective
The objective was to create a clear, intuitive, and credible digital experience that effectively communicates expertise while guiding users toward engagement.
Research & Discovery
The redesign began with a comprehensive research phase to better understand both the market landscape and user behavior.
Research Methods
stakeholder interviews
market and industry research
competitor benchmarking
persona development
empathy mapping
card sorting exercises
behavioral analytics and heatmaps using Hotjar
insight synthesis using Dovetail
visual attention testing using Neurons
Key Insights
The research phase revealed several critical challenges:
Navigation friction
Users struggled to locate service information quickly due to overly complex page structures.
Messaging clarity
Visitors needed a clearer explanation of the company’s expertise and value proposition.
Visual hierarchy issues
Important information was buried within dense layouts that lacked strong scanning patterns.
These insights informed the strategy for both brand repositioning and UX restructuring.