I owned every page within two clicks of Workfront's homepage: the homepage itself, the mega menu, the customer library, partner pages, plans and pricing, and an ROI calculator. The relaunch drove a 240% increase in site traffic and helped position Workfront for its acquisition by Adobe.
Sunday night, home, first day tomorrow. Then I get a call. It's my new manager, leaving the next morning for a 3-day off-site training, asking if I'd like to come. I say yes, of course.
On day three, during a lunch break, she asks how the new homepage designs are coming. I laugh and say "can you imagine?" There's a pause, and the look on her face tells me she's not joking. They had a dire need for a designer to fix a host of problems, and the homepage was at the top of the list. No room for dilly-dallying.
Many leadership stakeholders only knew what they didn't want for the homepage. The Web Marketing team I was part of was highly competent, but few of them had experience working directly with a designer on something that impacted their deliverables day to day.
One of the clearest asks: the dominant orange had to go. It was everywhere, and it worked against the clean, white look the brand was actually trying to build.
Once the homepage work was underway, my scope kept expanding. By the end, there wasn't a page within two clicks of the homepage that I hadn't designed: the mega menu and full site navigation, the customer library (Workfront's social-proof hub of case studies and logos), individual partner pages, the plans & pricing page, and an ROI calculator tool prospects could use to build a business case internally.
That's a much bigger story than "redesigned a homepage." It's closer to defining how an enterprise software company presents itself, end to end, to the market.
Once the new site launched alongside a bigger marketing push, traffic grew by nearly 240%. The redesign gave the marketing team a site worth pointing people toward, positioned as an industry-standard resource with real analytics depth behind it.
Not long after, Adobe acquired Workfront. The work on the site helped gain Adobe's attention, and played a real part in getting there.
Pushing pixels is sometimes the answer, but not before deep research.