Industry
Insurance
Client
FRIDAY
FRIDAY Website & Magazine Relaunch
Where strategic clarity meets design execution — a full-scale relaunch that turned a fragmented digital presence into a cohesive brand platform.
FRIDAY's digital presence had outgrown its structure. With a major product launch on the horizon and just six months to deliver, I stepped in as Lead Product Designer to reimagine the website from the ground up. My remit spanned the full strategic arc — from auditing user behaviour and defining information architecture to shaping the visual direction and overseeing implementation alongside marketing and engineering.
Designing around intent, not aesthetics — three user needs became the strategic backbone of every decision.
Rather than jumping straight to screens, I started by establishing what the website truly needed to accomplish. Working with stakeholders, we distilled the site's purpose into three strategic pillars: build trust, enable transactions, and inform. These became the lens for every wireframe, layout decision, and component built. Mouse-tracking data and analytics grounded the strategy in real behaviour — and post-launch, a continuous testing cycle ensured the site kept improving.
