Citrix Product Section Re-Design

VISUAL/WEB DESIGN

Project Overview

As part of a major rebrand and a drastically updated visual identity, the Web Marketing team aimed to reimagine the most crucial section of the Citrix website, the product section, not only to align it with the new brand but also to assess how the new visual identity and brand voice would impact user engagement through testing. I was tasked with creatively and strategically redesigning the product section using the new brand identity and design assets. To achieve this, I collaborated with our UX designer and a Web Content Strategist to develop a revamped information architecture and product-focused content, all aligning to the new brand tone and voice.

Wireframes

I collaborated closely with the UX designer to create wireframes that reflected an improved content structure and hierarchy. Additionally, I worked with our Content Strategist and writer to obtain actual copy for further design explorations. I prefer using real content instead of placeholder text, as it provides more accurate context for the designs, even though I understood that the copy was not final. The final version of the copy can be incorporated during the production process.

Product-Specific Brand Assets

Before starting any exploratory work, I aimed to identify the elements in our new brand library that I wanted to utilize in the design of the revamped product section. This systematic approach would distinguish the section from others on the site, creating a unique characteristic of Citrix's online presence.

High-Fidelity Comps

After conducting a round of exploratory work and team reviews, I developed high-fidelity comps featuring real content and product screens. These comps were shared with the Product Management team, who responded positively. I made a few final adjustments and then reviewed the designs with our Development team. They were kept informed throughout the entire design process to ensure feasibility and to provide necessary clarifications and specifications, which I documented immediately.