Liftoff
Experience Design Lead
Role
Under the direction of the UX Director, I lead the experience design team to conduct page taxonomy, sitemap IA, content blocking, wireframes, and prototypes that were presented to the client. I worked hand-in-hand with a junior experience designer as well as the visual designer to ensure our ideas and wireframes came to life in the best way possible.
Responsibilities
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Overview
Problem
Audience
Deliverables
Outcome
Overview
About
Liftoff creates mobile app solutions for Marketers, Agencies, DSPs, Publishers, and Mobile Game Developers. Liftoff came to R/GA to help visually rebrand their company as well as improving the overall user experience and engagement on their website.
Industry
Technology, Mobile Growth Acceleration
Website
Problem
Description
After auditing their current experience, we found that their product offerings and services were unclear, the site navigation unorganized, and page content was not tagged properly with no taxonomy or clear way to sort and filter videos, events, reports, and blog posts.
Responsibilities
- Site Audit
- Sitemap Audit
- Taxonomy Audit
- Information Architecture design
Site Audit
Information Architecture
Audience
Description
The team determined to segment and organize the site content based on Liftoff's primary audience types. After restructuring their sitemap and taxonomy of pages and content, we then prioritized the key templates to start designing wireframes.
Segmenting by Audience
- Marketers
- App Publishers
- Advertisers/Ad Buyers
- Game Developers
- Agencies
Sketches & Wireframes
Deliverables
Description
R/GA delivered a company rebrand, revised sitemap and information architecture, web strategy, updated site navigation, page templates, a new filtering system for articles, and vibrant animated illustrations to tie the branding together.
Creative Director
Andre Felipe Ribeiro
Design Director
Ola Pecko
Visual Designer
Agustina Acosta
Junior Visual Designer
Seamus Deegan
UX Director
Gene Lu
UX Designers
Mark Malazarte, Lead
Malik Walker, Junior
Developers
Eric Estes
Alexander Kilgore
Illustrator
Petra Sitaru
Producer
Nick Rhodes
Branding & Art Direction
Page Templates
Resources Page
Outcome
What we Achieved
In 2022 Liftoff successfully launched their rebrand not only in their logo and website, but in their approach for a more focused persona-driven web experience, a new taxonomy of their suite of products, and a more robust resource library so their users can discover and find relevant content for their specific audience.
Key Results
- Received positive response to rebranding and redesign of website
- Modernized their web presence with mobile-first approach and animated visuals
- Improved site information architecture and taxonomy of pages and tags
- Showcased their library of resources and articles to boost crediblity and thought leadership
- Segmented product offerings by audience types to better communicate product features and target Liftoff’s customers more directly
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