Automation Anywhere Website Redesign 2023

User Experience User Interface

Given the responsibility to revamp the online identity of an enterprise-level software company is a stimulating challenge. This project, in particular, required collaboration with numerous stakeholders, departments, and technical teams to initiate. I assumed a leadership role in shaping the fresh creative direction for this growing Forbes Top 100 Cloud company.

Automation Anywhere Website Redesign 2023



  • Edward Margallo
  • Gurpreet Singh
  • Hermanpreet Singh
  • AAI WCS Team
  • AAI Creative Team

My Role

  • Principal UI Designer
  • Design Systems Evangelist
  • Co-managing Web Strategy
  • Co-managing Stakeholder Meetings


  • Marketing Leaders and CMO
  • Product Marketing Managers
  • Regional/Global Managers
  • Web Development Team
  • In-house Brand/Creative Team
  • Sub-domain Owners
  • CRO and SEO

Project Gallery

Planning & Wireframing

Research & Analysis

  • Historical Analytics
  • Competitive Analysis
  • Industry best-practices (marketing focused)
  • Interviews with stakeholders

Brainstorming & Wireframing

  • Internal "design jam" with senior designers and in-house creative team
  • User journey mapping
  • Determining best page flow for consumption
  • Crafting component variations for certain use-cases
  • Feedback from SEO and CRO for best-practices

Design & Prototyping

Feedback & Iteration

Feedback Gathering

  • As new content docs and requirements were rolling in, WCS team made sure to stay in sync with the strategy of "hot" pages
  • Sub-domain owners and key development team members provided direct feedback on usage and areas of improvement for use cases
  • Reporting back to the development team for updates to the design system, updates to sections or net new pages.

Updates & Evolution

  • New designs in the pipeline: Customer Stories, Blogs, Asset Library and Events & Webinars
  • Continued experimentation with Conversion Rate methods and Call to Action approaches
  • Continued monthly support for sub-domain redesign projects

Next steps…