KEVIN KEIPERkevin@kevinkeiper.com415 926 1935PRESENTATION PDFRESUMELINKEDIN
Home
Select Success Study

Creative Lead

Photon Infotech
Mar 2022
Mar 2024

STORY BACKGROUND CONTEXT

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

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

GOALS AT A GLANCE

  • Improve conversions
  • Improve NPS Score
  • Attract franchises
  • Reduce technical debt
  • 30%
  • 20%
  • 20%
  • 40%

TEAM

  • Creative Director
  • Senior Product Designer
  • Senior UX Designer

PROJECT TOOLS + SKILLS

  • Figma Tokens Studio
  • Adobe CS
  • Figma
  • UX Quant Research

DESIGN PLANNING PROCESS

Audit current Neighborly parent site to discover opportunities to reduce redundancies, common component and layout patterns, and measurable token benefits.
‍

Collaborated with Neighborly product stakeholders and co-designers to design new page wireframes and site environment architectures.

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.
‍

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.
‍

Collaborated with Neighborly product stakeholders and co-designers to design new page wireframes and site environment architectures.

I audited current Neighborly child franchise brands to discover common themes, design patterns and site architectures.
‍

I quickly determined the vast style and brand differences between 21 different child brands which made unifying the new designs challenging.
‍

It was obvious that handling too many child brand sites was unwieldy and a waste of design iterations...

DESIGN EXECUTION PROCESS

I worked personally with Tokens plug-in developer to successful methodologies, relevant API integrations to GitHub, and performance gaps which would affect solution costs and timelines.
‍

I became familiar with the tool's capabilities and limitations, which enabled me to set up per-brand franchise sets of custom style properties, which when toggled as a group would force layout and design changes down through the new page architectures...

‍

‍

Working with the Token plug-in developer, we refined the token set in the plug-in to ensure accurate prototype rendering and theme switching.
‍

This shot shows the way each page was structured to hold relevant tokens...

After the page architecture and token definitions were stabilized, it was possible to create specific token sets for theme switching.
‍

I created multiple token sets for Neighborly and each of it's child franchise brands, which were switchable with a single click.

SUCCESSFUL OUTCOME SUMMARY

PROJECT ASSETS

Conversion rate improvement

NPS Score improvement

Net new franchise business

Engineering LOE improvement

  • 30%
  • 20%
  • 20%
  • 40%
KEVIN KEIPERkevin@kevinkeiper.com415 926 1935PRESENTATION PDFRESUMELINKED IN