PROJECT OVERVIEW

PROBLEM STATEMENT

Photon's client Neighborly had 10+ child brands they needed to unite under a single brand identity without manually updating each multi-page child site, using an automated and cost efficient Token based solution.

PROJECT OPPORTUNITIES

Unite Neighborly's 20+ sub-brands under a unified design system.

Improve Neighborly's NPS score by minimum 20%.

Build a tokenized Figma design solution to reduce design tasks by 30%.

THE CHALLENGES

Challenging client communication, resulting in constant disruptive scope creep and last minute tactical 180s. Senior stakeholders refused to see the bigger picture bracketing sensible solutions, and senior client stakeholders were removed from the project mid-stream.

GOALS AT A GLANCE

Improve conversions
Improve NPS Score
Attract franchises
Reduce technical debt

TEAM

Creative Director

Senior Product Designer

Senior UX Designer

Victor Bridgeman

Suha Ardahan

César Chargoy

PROJECT TOOLS + SKILLS

Figma Tokens Studio

Adobe CS

Figma

UX Quant Research

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PROJECT RESEARCH

Audit current Neighborly parent site to discover opportunities to reduce redundancies, common component and layout patterns, and measurable token benefits.
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Collaborated with Neighborly product stakeholders and co-designers to design new page wireframes and site environment architectures.

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I audited current Neighborly parent site and all child sites to discover opportunities to reduce redundancies, common component and layout patterns, and measurable token benefits.
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During the discovery phase I tracked down the engineer behind the Figma Tokens plug-in and I worked with him at my own expense to discover best practices, relevant API integrations and performance gaps which would affect solution costs and timelines.
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Collaborated with Neighborly product stakeholders and co-designers to design new page wireframes and site environment architectures.

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I audited current Neighborly child franchise brands to discover common themes, design patterns and site architectures.
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I quickly determined the vast style and brand differences between 21 different child brands which made unifying the new designs challenging.
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It was obvious that handling too many child brand sites was unwieldy and a waste of design iterations...

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Creative Lead