Overview

ed the UX strategy and information architecture for Logical Position’s website redesign — partnering with a visual designer and engineering to align brand, usability, and conversion goals.
This 6-week project modernized LP’s digital presence, simplified navigation, and improved content discoverability across 200+ pages.

Impact Highlights

Increased usability and readability across devices
Reduced bounce rate through clearer information hierarchy
Established reusable templates for long-term scalability

About Logical Position

Logical Position is a full-service digital marketing agency specializing in SEO, Paid Search, Paid Social, and Data Analytics.
Before the redesign, the company’s marketing site had grown fragmented content was difficult to find, navigation was inconsistent, and design standards varied widely across pages.

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Objectives & Constraints

To deliver a cohesive, scalable website experience, I focused on four key objectives:

Create a clear and intuitive information architecture
Establish design standards for reusable components
Balance marketing goals with user needs
Ensure visual and technical consistency across templates

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Objectives & Constraints

To deliver a cohesive, scalable website experience, I focused on four key objectives:

Create a clear and intuitive information architecture
Establish design standards for reusable components
Balance marketing goals with user needs
Ensure visual and technical consistency across templates

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Role & Collaboration

As the Senior UX Designer, I was responsible for:

Leading UX strategy, architecture, and structure across all page types
Collaborating with a junior visual designer on layout and design execution
Conducting UX audit, competitor benchmarking, and heuristic evaluations
Producing wireframes, page-level IA, and content hierarchy
Partnering with the development team to validate technical feasibility

This project showcased my ability to translate business goals into structured UX systems, guiding visual execution while ensuring strategic alignment.

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[digital project] image of case file on a tablet (for a legal tech)

UX Approach

My UX approach focused on creating a scalable framework grounded in research, collaboration, and clarity.I started by aligning business goals with user needs, then mapped every phase -discover, define, design, deliver, and measure to ensure decisions were informed by real data.This holistic process allowed me to translate complex requirements into a clean, intuitive structure that supported both marketing growth and long-term maintainability.

Discovery & Research

I began by auditing the existing site structure, reviewing analytics, and interviewing marketing stakeholders to define priorities.Through competitor benchmarking and sitemap mapping, we identified navigation redundancies and content gaps that were causing user drop-off.

Key insights:

Users wanted faster access to case studies, services, and contact forms
The old navigation buried key content under multiple layers
There was no consistent brand narrative across pages

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Define & Design

Based on insights, I restructured the sitemap and created modular wireframes for homepage, industry, and service pages.
Each layout balanced storytelling and conversion, with clear CTAs and supporting visuals designed for scan-readability.

Design priorities

Simplify user journeys and reduce visual noise
Create consistency across headings, spacing, and grid alignment
Improve accessibility and responsive behavior
Build components that could easily scale for future pages

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Deliver & Validate

I collaborated with engineering and visual design to validate responsiveness and component flexibility in production.
Each template was tested internally for readability, accessibility, and SEO performance before rollout.

Deliverables

Full sitemap and navigation taxonomy
Modular page wireframes for all templates
Responsive design system guidelines
Annotated handoff documentation

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Impact

The redesign established a scalable framework for future growth — creating a website that not only looked modern but worked smarter.

Results

Improved content discoverability and engagement
Reduced bounce rate and improved user flow clarity
Created a modular foundation for future campaigns
Strengthened collaboration between UX, visual design, and marketing

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Reflection

This project reminded me that design systems are only as strong as their foundations.
By defining structure, hierarchy, and reusability first, I helped transform an inconsistent site into a scalable platform that empowered the marketing team to grow efficiently.

Great design isn’t just what users see it’s how easily teams can build on it.