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Design 500+ marketing pages

With a yearly service reach of 13.6 million members, the RAC stands as a prominent breakdown service provider in the UK. The marketing content on the extensive RAC domain spans over five hundred pages, serving to inform, educate, and inspire. When tasked with creating a comprehensive redesign within a tight six-month timescale, I strategically planned and executed this single-handedly. The successful delivery of the redesigned platform not only met the deadline but also facilitated a seamless transition to sunset the existing platform.

Scope

AspectAnswer
Time6 Months
TeamAgile
RoleUX / Design
ToolsFigma

Process

I led a comprehensive audit of existing pages and components, categorising them strategically by domain level and importance. This process initiated a consolidation effort aimed at optimising the content structure. Working within an agile framework, I meticulously designed, developed, and rigorously tested components before integrating them into the new platform. Through close collaboration with development and content teams, we streamlined our agile workflow to address constraints, mitigate risks, and prioritise tasks effectively.

Outcome

  • Bounce rate decreased by an average of 9% across landing pages (including homepage).
  • Navigation traffic saw an average increase of 8% across landing pages (including homepage).
  • Traffic to myRAC increased by 3% through self-service channels.
  • Call volume decreased by 1.5% as a result of the increase in self-service utilisation.
  • Redesign contributed to a 20-point increase in core web vitals score, enhancing SEO performance.
UX site mapping to understand the information architecture, page structure, and user flows.
UX component breakdown per page to understand consistency, reusability and scalability.
UX component matrix to understand prioritisation and build inventory.
UX component mapping to understand consolidation and reduce waste.
A comprehensive Figma design system integrating existing and new tokens, structuring components following Atomic design principles, and supporting with concise and user-friendly documentation.
Ensure components are responsive, grid-aligned, and compliant with development standards for easy integration and flexibility.
The design system can explore options using dynamic breakpoints, interactive states, and documented variations.
Easily create polished page mockups with the design system using components for quick prototyping and ready for easy content integration.
Storybook was used to show the output of the design system where it can be rigorously tested, and easily shared.
The design approach for significant pages, such as the RAC homepage, involves custom strategies that are carefully crafted to align with the distinct branding of different business areas.
A mobile-first design principle on our main homepage, showing the strategic focus on designing for smaller screens to enhance user interaction and accessibility.