Marketing Design System

The company had limited engineering resources which were focused on other areas of the business. Without being able to quickly test new ways to acquire customers, the Marketing team was limited to paid acquisition which was costly and underperforming due social ad changes.

Marketing wanted to be able to publish content within the Literati ecosystem including expanding the company blog, creating targeted landing pages to test new campaigns, and more.

GOAL: Publish Landing Pages and Blog to test new acquisition channels without Engineering.

• Design new page components that are on brand and flexible for current and future needs.

• Partner with web developer to facilitate integration of components to Wordpress.

• Design and publish pages without engineering support as needed to drive traffic to website.
  

RESEARCH & PROCESS

The beginning of the project focused on the company blog, which was outdated and off brand. There were a handful of articles that performed well, and so the company want to give them a new home, create similar content to boost organic acquisition, and increase free resources to parents to support their child’s learning progress.

The goal was to design a modern blog homepage, which sections for ages, book themes, and learning resources. I started by exploring layout options for this homepage, article cards, marketing opportunities, and what an article page would look like. During this time the UX team expanded and I partnered with the new hire to further develop the blog ecosystem.

I reviewed past articles, and developed core design elements and components that Marketing required at launch to publish all types of articles. I partnered with an outside contract developer to transfer the designs to Wordpress. Once elements were coded into Wordpress and vetted, I was able to quickly create and publish over 50 articles with careful design templates, and support from production artists.

The next phase of the project focused on the core website, and marketing landing pages. I expanded on designs that I had created for the core website, and continued to round out the design system components so Marketing and Design teams would have flexible options when creating pages on the core website.

Once again, I worked with contract developers to ensure components were integrated into Wordpress correctly.

FINAL DESIGN

The final result was a robust Wordpress ecosystem that allowed Marketing, Product, and Design to quickly create and publish to the main website. Specifically, we were able to support a company wide initiative to expand into schools by testing offers on printed materials at our Book Fairs.