Website Redesign

Company
Lotame – a global B2B data, audience management and advertising technology company

Role
Design Director

Deliverables
Website Redesign Strategy, UX Research, Wireframing,
Visual Design, Design System, QA

Business & Marketing Goals
Engagement & Conversion, Usability, Web Accessibility,
Site Speed & Performance

Background

Lotame’s marketing website had not been redesigned in over 7 years. Because the backend codebase was bloated, website functionality would unexpectedly break and SEO suffered due to poor load times. Additionally, the website’s inflexible information architecture made it difficult to promote new offerings as the company evolved.

Given these challenges, the Marketing team launched a full overhaul of the website from the ground up, moving to a more modern Wordpress backend with SEO, accessibility, and UX goals in mind.

Pictured below are designs for the Home and Products pages. During stakeholder interviews, we found that users were confused about our company’s products and capabilities. I developed simple storytelling visuals to help users quickly understand our complex offerings.

Process & Deliverables

Collaborating with the Marketing team and external web development contractor, I created a website design strategy that encompassed research, information architecture, wireframing, and visual design. I oversaw the process from concept to launch, including managing QA testing and post-roll out tasks.

Discovery & Research

  • Website content audit

  • Heuristic evaluation

  • Stakeholder interviews

  • Heat maps and session recordings

  • Competitive audit

  • Qualitative reporting

IA, Wireframing & Visual Design

  • Information architecture plans, including navigation and marketing content

  • Filtering and searching

  • Figma for design system development, including the design of reusable components and content blocks

Development & Launch

  • Mapping redirects and handling 404s

  • QA testing across browsers and devices

  • Monitoring of performance metrics

  • Plans for next phase of website improvements

While each page is unique, I developed a series of templates and reusable components to create efficiency across the website. This will be especially helpful as the company’s offerings continue to evolve over time. Pictured below is the template for Capabilities pages, including CTV Targeting and Audience Creation & Modeling.

To unlock the full potential of our Blog, a redesign was crucial for user navigation and SEO. My contributions included a modern filter / search UX and a sticky table of contents on individual posts to improve readability of long-form content.

To address user difficulties navigating our website, I developed a more intuitive navigation menu. This enhanced menu includes brief descriptions for each page, and the header now features dedicated spaces to promote relevant content and drive lead generation.

Impact

The website launched in May 2025. While it is still early to compare metrics, site speed was immediately improved, leading to better SEO performance.

In addition, the internal sales team was thrilled to have this pivotal tool to support their sales strategies.