Overview

Thoroughly enjoyed working with Block Dojo as their Head of Design creating and rolling out a global brand and product transformation to increase conversion, engagement and realign the brand to it's core values.

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Full project scope:

• Hands-on product design, UX and UI design including design system creation, documentation and management.
• UX included UX research, user journey mapping, wireframing, prototyping and running workshops.
• Rebrand and identity creation and rollout, including meetings with senior stakeholders and key teams to update them on progress and discuss any challenges.
• CRO strategy, UX review and analysis. Chairing cross-team meetings and workshops to understand performance of key changes.
• Product design roadmap feature suggestion and product feature management.
• Being a brand guardian for Block Dojo.

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Problem I was solving

Block Dojo was in need of a refresh and product transformation to align it better with its new core values. The creative didn't have much range in expression.

Other challenges.

• The website had a bounce rate and engagement rate that was at the high-end for B2B websites and could have been improved.
• There was no global design strategy for design optimisations.
• There was no brand framework, guidelines or toolkit.

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Results

With the design strategy that I devised we were able to see the following:

• A bounce rate reduction of 21.3% within the first 2 weeks bringing the website inline with high-performing rates for a B2B website (based on industry benchmarking).
• An engagement rate improvement of 28 seconds within the first 2 weeks.
• A greater level of brand consistency and positive feedback about the new brand look and feel based on customer feedback.
• My work on brand campaign strategy and UX optimisations with the application form have led to a 400% increase in applicants.

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