To start off, our internal content strategy team, who already knew the client, provided us with comprehensive documentation around the customer's brand positioning, competitors' analysis, digital presence and traffic data. As a result of the thorough collaboration between us and the product owners, as well as the data provided in their marketing analysis, we were able to meticulously develop six user personas and their relative user journeys. The comparison of their experiences in interacting with the previous site, led us to identify common concerns we needed to address in the redesign.

We compiled all the use cases, identified common needs, and converted them into features organized within the sitemap structure. We also introduced new essential features, and we ensured that each idea could nicely scale on mobile devices as well. Drawing from years of collaboration with WMF, we already knew well their brand guidelines, so we crafted a visual language based on their core communication values. We pitched three different options and landed on one for the final design.