Trusted to lead the redesign of my own employer's website — live, in production, without taking the platform down for a day.
After demonstrating what I was capable of on client engagements, 3Pillar Global asked me to turn that same lens inward — to lead the UX research and redesign of their own company website. It was a signal of trust, and a genuinely difficult brief.
Unlike client work where you can build behind the scenes and flip a switch, this redesign had to happen on a live platform. The existing site had to stay functional for potential clients during the entire design and development process — no dark mode, no staging-only phase, no clean slate.
Make 3Pillar stand out to enterprise decision-makers who are building a vendor shortlist. They have minutes, not hours. The site needs to immediately communicate capability, quality, and differentiation.
We weren't guessing. Every design decision mapped to a research finding. Here are the four that shaped the redesign most.
The real audience wasn't a developer or a designer — it was a procurement liaison building a shortlist for an executive. They needed to justify 3Pillar's inclusion in three sentences. The site wasn't giving them those sentences.
Nearly every section had a call-to-action — and they all led to the same contact page. Users stopped clicking because the volume signaled noise, not guidance. They missed key information as a result.
3Pillar has genuine depth — complex projects, impressive outcomes, talented teams. None of that was surfaced in a way that created confidence on first scroll. The work was there; the signal wasn't.
Outdated imagery, generic group shots without branding, and apparent stock photos made some prospects assume 3Pillar was smaller or less serious than it actually was. Visuals were a liability.
Every design decision had to be defensible, sequenced, and deployable in phases — because the live site could never go dark.
Reframed the primary user from "anyone who visits" to "the person building the vendor shortlist." Everything downstream — messaging, IA, CTAs — was filtered through this lens.
Audited every call-to-action on the site. Reduced total CTAs, differentiated by intent (learn more vs. contact vs. explore work), and created a clear hierarchy that guided visitors through a deliberate journey.
Designed a case study and portfolio section that led with outcomes, not process. Enterprise decision-makers want to see problems similar to theirs, solved by someone who clearly understood what they were doing.
Built prototypes of the new designs and tested them directly against the existing site with users who matched the target profile. The results were decisive — and gave us the internal buy-in to ship.
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Insert wireframe progression, before/after screens, or Figma embeds hereLow-fidelity wireframes focused entirely on layout, IA, and content hierarchy. No visual design — just the skeleton. Used to validate the new information architecture before any aesthetic investment.
Mid-fidelity designs addressing how information is presented, not just where it lives. Explored CTA treatments, typography hierarchy, and how the work showcase could lead with outcomes.
High-fidelity, fully annotated designs ready for handoff. Tested against the existing site. Validated with target users. Delivered with a phased rollout plan to protect the live platform.
Post-launch saw an influx in site visits and measurably higher engagement with key features — including the work showcase and contact flows.
The entire redesign was executed on a live production site. Phased rollout ensured continuous availability throughout the entire process.
Testing the new design directly against the old one with real users gave leadership the evidence they needed to commit to the full rollout confidently.
Internal stakeholders have more opinions, more access, and more history with every decision. Managing that required all the same skills as client work — plus extra political navigation.
Reframing from "potential clients" to "the person building the shortlist for an executive" changed every single design decision downstream.
Counterintuitive but consistent: reducing the number of calls-to-action and differentiating them by intent increased the rate at which users actually took action.
Every internal debate was resolved faster when we could show rather than argue. The G/B/D/O readout format helped leadership act on findings, not just receive them.
Open to senior/lead UX roles and director-level engagements.