Involvement

Role(s)

Design Engineer

Duration

6 months

Industry

Employer of Record (EOR)

Project Snapshot

Context

A leading EOR company sought to boost its website’s conversion rate. After doing internal and external consulting, they decided on overhauling their landing page funnel’s experience. They hired two contractors, Contractor A: to guide the strategic and creative direction of the product, and Contractor B: to bring the product to reality (that’s my team!).

Challenge(s)

Having spent 6 months running co-creation workshops, the core team had tailored down a bunch of great ideas (including an AI-powered chatbot) to structure the MVP’s PRD. The challenge? They had six months to launch and hadn't written a single line of code. That’s where we came in.

Goal(s)

With only 6 months left before launch and no code written, we were tasked with transforming a Framer prototype into a live, scalable platform.

Design Process

I like to present my case studies using the three milestones that we can find if we squint our eyes and take a look at the Double Diamond (UK Design Council, 2003). I borrowed the methodology’s terminology to facilitate understanding, calling them Discover, Define and Deliver.

Discover

Working at an agency meant adapting our workflow to meet both client needs and tight deadlines. We started by diagnosing the situation and finding the projects main challenges:

1. Siloed work (yay!): each contractor worked isolated in their own world, only reaching out to the other to deliver final decisions that weren’t as actionable as they could’ve been.
2. Frequent visual changes: visuals were still evolving when we joined, causing delays as we had to constantly track changes and update the code. These changes had to be manually tracked using browser inspection tools… and I believe we all know how lethargic that can be.
3. Time constraints: we had 6 months before launch and zero code written.