MARKETING DESIGN SYSTEM
I led a redesign for Twitter’s Official Partners website and marketing design system. Our team created an on-brand, responsive website that up-leveled the existing component library and catered to the needs of Twitter’s B2B audiences.
OBJECTIVE
Increase program awareness, product adoption, and SEO traffic
PROBLEM
Gaps in content strategy, IA and UX led to missed KR’s for the Partners’ team
CHALLENGES
• Unclear value proposition
• Limited resources
• Disjointed component library
SOLUTIONS
We nested the Twitter Partners site redesign as an incubator project within the design system work stream
ROLE
• Led client conversations for UX and UI
• Art directed photography
• Responsible for design system user research
• Managed design expectations for vendors and internal creatives
PARTNERS SITE REDESIGN
I worked with product and strategists to flesh out the site architecture; and went on to reimagine the UX and design direction.
Homepage
Twitter Data (Product Detail Page)
Twitter Ads (Product Detail Page)
DESIGN SYSTEM REVAMP
The last phase of the project included updating Twitter’s Marketing Design System (2018). I led research with internal and external users across design, engineering, operations, and product to get guidance on pain points and real-world use cases.
The final solution moved away from an editable style guide to a plug and play solution with consistent patterns, templates, and documentation across user-specific platforms. Usage guidelines, code, and AEM guidance were published on Twitter’s intranet.
Design system detail: Annotations , specs, and accessibility guidance for the redesigned card component.
Contributors: Nadine Saez (Senior product manager); Susan Gao (Producer); Maggie Brennan (Strategy); Shauna Wright (Lead Copywriter); Heather Wihl (Visual Designer); Rachel Pao (UX Designer); Emily Giglio (Illustrator); Chris Frieburg, Brian Forstat, and Jose Cruz (Developers)