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Liftoff

  • Role

    Experience Design Lead

Responsibilities

  • Experience Audit
  • Content Blocking
  • Sitemap Taxonomy
  • Information Architecture
  • Lo-Fidelity Sketches
  • Wireframes
  • Interactive Prototype
  • Client Presentation

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Overview

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.

  • Agency

    R/GA

  • Year

    2022

  • Industry

    Technology, Mobile Growth Accelration

Website

Liftoff's website (2022)

Problem

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.

Site Audit

Liftoff's website (pre-rebrand) Liftoff's current site audit Liftoff's current site audit


Information Architecture

Assessing Liftoff's information architecture and proposing a new sitemap Prioritizing key page templates to design

Audience

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

Updated Site Navigation wireframes Persona Page wireframe Resources Page wireframe

Deliverables

My responsibility was leading 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.

  • 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

Homepage Hero showcasing new branding and animations Audience Types Character illustration Character illustrations Animated Illustrations


Page Templates

New Product showcase carousel Updated Product page layout New Persona and Audience pages New Persona and Audience pages New Persona and Audience pages


Resources Page

Resources Page - Filtering content Resources Page showing updated design Resources Page showing updated taxonomy and tags by Product and Topic

Key Results

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.

What we Achieved

  • 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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