About Project

Type: Aramark Responsive Web Redesign

Role: Lead UX Designer, Associate Creative Director, Senior Art director

Client: FCB

Story: Our goal was to create a user-centered design solution. In order to do this we had to completely reconfigure the information architecture to reflect the users' way of thinking instead of the businesses' process. The global navigation which has visual dropdown menus to help tell a compelling story and let existing customers understand that they provide more services. We used interaction design techniques to compound rich storytelling. The hierarchy and type of content on the home page align directly with the Aramark strategy pillars to ensure the solution was on brand. As a UX designer and Associate Creative Director, I had worked closely with various key stakeholders throughout the process to ensure the design solution met all business, technology and user goals. The design direction entailed a strong, bold use of typography then contrasted with a friendly, approachable use of photography.

Key Tasks

• Existing site content audit

• Google Analytics assessment

• Site map creation

• Concept sketching and design

• Content Strategy & Storytelling

• Prototyping 

• Strong communication to lead meetings 

• Create a digital style guide

• User testing with rapid iterative design

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