ZoomInfo is an enterprise level B2B software and data company that helps companies and individuals go-to-market. During my time as an in-house designer for ZoomInfo, I worked on projects like easy wins to complex multi-phase designs. The design team would collaborate cross teams with product owners, engineers, and product marketing.
Challenges
Brand Refresh: Implementing new brand guidelines across the entire website which includes new page templates, supporting web assets, and reskins of existing pages.
User-Centric Design: Designing an intuitive interface that caters to all potential and existing business, showcasing the depths of our product.
Accessibility: Ensuring the website is following WCAG and ADA accessibility guidelines to provide a delightful customer experience for all users.
My Approach
Discovery Phase
Creative Brief Refinement: As a part of the intake process, each major project would have a creative brief that required refinement from the lead designer prior to officially taking on the project. This allows intentional time to clarify what the business needs are, expected timelines, level of effort, and desired outcome.
User Research: Conducted thorough research and analysis to understand user flows, direct and indirect competitive analysis, and create MoSCoW maps (must have, should have, could have, would have). Combining this information with data found on Google Analytics helped to provide more understanding behind design problems.
User Testing & Data: Conducted user testing via UserTesting or Optimal Workshop to gain insights into how existing and new users were interacting with the page.
Testing Plans: If the project was in need of a/b testing for designs, working in tandem with product owners to create a plan for post development testing.
Design and Development
UI/UX Design: Designed clean and intuitive interfaces with easy way-finding and visually appealing graphics to motivate users to convert.
Stakeholder Reviews: Presented designs to all stakeholders in the project to gain valuable insight at critical stages in the design process.
Design Systems: Wrote documentation (dev notes, design notes, where can you find this live, etc.) for each component and pattern as well as conduct quality assurance on all ready for dev designs to ensure everything was being built correctly/in alignment with the design systems. Worked with design systems manager with creation of mini design libraries for acquisitions.
Development Handoff: Through the use of quarterly surveys, improved development handoff to reduce time spent during UAT by organizing the file in the most efficient way for developers and adding links to recorded handoff videos in the ticket for easier internal team communication.
Testing and Iteration
User Acceptance Testing (UAT): Conducted extensive usability testing while in staging to ensure that the design is working as intended and that there are no critical issue items preventing "go live."
Design Optimization: A time to address the non critical issues presented during UAT, introduce a secondary design phase such as adding motion, and/or optimize designs based on data received from users post "go live."
Results
The website contributed to 40% of company revenue and 77% of marketing attributed revenue for FY2024. Time spent during UAT (User Acceptance Testing) also decreased by ~10% as a result of an improved development-designer relationship, clearer documentation, a quarterly survey, and a refinement of creative briefs before design intake.