Automation Anywhere Website Redesign 2023
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.

Overview
Credits
- 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
Collaboration
- 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
While the website redesign presented a substantial challenge, as a design lead, I had confidence in our execution and delivery capabilities. This assurance stemmed from our development of a design system that significantly streamlined our design process and approach. Moreover, consistently sharing ideas and progress updates with all creative stakeholders throughout the journey ensured alignment and mutual understanding.
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