Design System, Web Redesign, Responsive Web & Mobile
Reinventing the Accenture.com global website
Overivew
Brand development and redesign web design: creating a first-of-its-kind brand identity rooted in user insights, enhancing usability and accessibility, and establishing a comprehensive design system as the single source of truth for UI and brand design—ensuring consistency and efficiency across the Accenture organization globally.
Roles
Product Owner
Design Director
Lead experience designer (me)
2 Designers
2 UX leads
Copywriter
Responsibilities
Content modeling Prototyping
UX Design
Overseeing UI Design
Quality Assurance
Team Leadership
Timeline
Design & Testing:
5 months
Year
2023-2024
Creating a foundational Design System to unify Accenture digital assets
While Accenture.com had comprehensive digital brand guidelines, their application across sub-department websites was inconsistent. To resolve this, Accenture leadership engaged our design team to develop an overarching design system—ensuring design consistency, accelerating project delivery, and enhancing the quality of digital outputs.
Foundational Design System
I designed and refined components to support new features, ensuring they align with AA compliance standards. This enhances Accenture’s ability to showcase client work and innovation. Additionally, I create comprehensive documentation and guidelines to support seamless implementation for developers and content creators across Accenture globally.
User experience design and discovery
Design Thinking Workshop
I led and facilitated workshops with key marketing stakeholders to define Accenture.com’s purpose, promise, and personality.
User Journeys
Supported workshops and stakeholder meetings, our team and I identified the top user journeys to prioritize in our design. We then created a product story map to visualize these primary user flows.
Wireframe creation
I translated the product journey map into wireframes & information architecture for the main audiences of the website. This set a foundational structure for the redesign.
Results & impact
Up to 29% drop
Bounce rate
The overall website bounce rate decrease by up to a third from the baseline, depending on the point of entry to site.
20-70% increase
User Engagement
More users engage deeply with the content, taking time to explore it thoroughly. Engagement levels depend on the entry point and are measured by the click-through rate.
81% reduction
Page volume
We reduced the global number of pages from 15,000 to 2,800 pages, creating significant operational efficiencies. The volume reduction is calculated based on global master pages in English language.