WAA Site

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ROLE

Lead Visual and UI Designer

TEAM

Collaborated with Senior Visual Designer, Digital Team, Marketing Team, Video Team, Alumni Relations and Engagement Teams, Leadership

LIVE SITE

uwalumni.com

DESIGN PROBLEM

The redesign of the Wisconsin Alumni Association (WAA) website was part of a comprehensive review of the WAA brand. The Creative objectives included establishing a brand direction, incorporating relevant and inspiring visuals, developing a consistent framework to streamline workload while allowing for customization, making mobile-friendly, meeting accessibility standards, and introducing users to related content.

DESIGN SOLUTION

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HOME

We used video footage and campaign messaging on the home page to pull the viewer into WAA’s wide range of offerings. A carousel of news and story cards introduces recent articles from WAA and UW publications, while a grid of event cards highlights upcoming WAA events.

NEWS & STORIES

The News & Stories page encourages the user to read more by using video footage and news excerpts.

EVENTS & ACTIVITIES

The Event page maintains a consistent layout with the News & Stories page. It uses video footage and event listings to encourage users to explore upcoming events.

DESIGN SYSTEM

My design colleague and I met weekly with the digital and marketing teams to discuss user experience and communication priorities. The Design System we created in Adobe XD became the single source of truth for the programmers.

UI ELEMENTS

The UI Elements established consistent branding and legibility.

MODULES

The modules streamlined the workflow process for design and digital implementation.

PRODUCT PAGES

With over twenty product areas, the module options for the product pages needed to accommodate a variety of content while maintaining consistency.

DEFAULT PAGES

Hundreds of content pages were migrated from the old WAA site to the new site’s default pages. The layouts of the default pages needed to be simple while still having visual appeal and the ability to accommodate diverse content.