I was tasked with designing a set of leadership pages for our executive team, principals, senior leadership, and technical directors. The goal was to create pages that not only housed key contact information, but also served as meaningful connection points for clients. I focused on structuring content to highlight each leader’s expertise through relevant news articles, educational background, favorite projects, and thought leadership. The design prioritized clarity, hierarchy, and scalability—making it easy for users to explore and engage with the people behind the work.
Role:
UX + UI Designer
Industry:
AEC
Duration:
32 weeks
Challenges
Dynamic Content Integration: Develop a leadership page template that seamlessly pulls data from our CRM to auto-populate each leader’s profile.
Comprehensive Information Display: Ensure the layout clearly presents key details like name, title, credentials, contact info, and client-facing content.
Client-Centric Touch Points: Highlight relevant items such as news articles, projects, and thought leadership to help clients connect meaningfully with each leader.
UI Design & Usability: Create a clean, intuitive interface that balances functionality with visual appeal, making profiles easy to browse and navigate.
My Approach
Discovery Phase
Competitive Research: Explored competitor websites and gathered visual inspiration through mood boards to identify best practices and gaps in how leadership content is typically presented.
Wireframe Exploration: Sketched early wireframes to explore different layout options and determine the most effective way to showcase each leader’s credentials, role, and personality.
Design & Development
UI/UX Design: Developed a refined interface that clearly defines each leader’s name, title, credentials, and key client touchpoints—all while aligning with the brand’s existing visual language and maintaining strong usability.
Content Strategy: Strategically structured the layout to support both hard-coded and dynamic content pulled from the CRM, ensuring the template could scale efficiently across the organization.
Prototyping: Designed and prototyped the leadership pages in Adobe XD, creating a separate build file to clearly mark dynamic vs. static content for developer clarity.
Testing & Iteration
User Testing: Conducted walkthrough sessions with members of the executive team and client relationship directors to test the usability, hierarchy, and overall feel of the leadership pages.
Feedback Integration: Collected feedback post-review and applied updates to improve user flow, content clarity, and visual emphasis on relevant information.
Results
The leadership pages launched successfully and were met with positive feedback from both internal stakeholders and client-facing teams. Users praised the clarity of information, intuitive layout, and thoughtful integration of touch points like projects and thought leadership. The design struck a balance between professionalism and approachability, making it easier for clients to connect with key leaders across the firm. By leveraging dynamic content from the CRM and focusing on usability, the final product delivered both efficiency for internal teams and a seamless experience for external users.
Future Plans
Search & Filter Functionality: Introduce advanced filters or a search bar to allow users to quickly find leaders by sector, expertise, or location.
Interactive Elements: Incorporate interactive components like video intros or Q&A sections to give leaders more personality and foster deeper client connections.
Content Automation: Expand dynamic integration to pull in real-time updates such as published articles, recent projects, or event participation from external platforms.
Conclusion
This project spanned a little over six months, allowing us the time to thoughtfully balance the firm’s needs with valuable user feedback. Throughout the process, we focused on building a strong foundation—particularly within the CRM—to ensure content could be easily maintained and updated by future members of the marketing team. The result was a scalable, user-informed solution designed with longevity in mind.
