Company:
Diginext
Year:
Jan 2024 - Sep 2024
Role:
Product Designer
I refused to open Figma in week one
Before any interface work, I spent the first week entirely in analytics and interviews. What the analytics were telling us
mattered more than what looked good.
12 user interviews. 3 patterns that changed everything.
Why the template survived my first proposal and not my second
I proposed more than one direction for the homepage hierarchy before committing, because the obvious "hero +
features" template wasn't actually solving the visibility problem the research surfaced.
One homepage, three people who wanted different things
Investment, partnerships and comms each had a claim on the same page, and each had a different visitor in mind. Rather than splitting the homepage between them, I ordered it by what all three needed to establish first: that Diginext is credible. Purpose, then investment areas, then the partners and people who prove it.
Sequencing the page by shared need rather than by stakeholder is what kept it from becoming three homepages stacked on top of each other.
Two decisions I'd defend again
Two decisions shaped the rebuild more than any other.
From borrowed template to owned system
How the rebuild sequenced
What I'd do next
