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portfolio-2.html
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<!DOCTYPE html>
<html class="no-js ptf-is--work-showcase-1 ptf-is--header-style-3 ptf-is--footer-style-1 ptf-is--footer-style-1 ptf-is--custom-cursor ptf-is--footer-fixed" lang="en">
<head>
<meta charset="utf-8">
<title>Danny Farmer - Pub-Home Redesign</title>
<meta name="description" content="Design Portfolio">
<meta http-equiv="X-UA-Compatible" content="IE=edge">
<meta name="viewport" content="width=device-width, initial-scale=1, maximum-scale=1">
<!--Favicon-->
<link rel="icon" type="image/png" href="assets/img/root/favicon.png">
<!--Framework-->
<link rel="stylesheet" href="assets/css/framework/bootstrap-reboot.min.css">
<link rel="stylesheet" href="assets/css/framework/bootstrap-grid.min.css">
<link rel="stylesheet" href="assets/css/framework/bootstrap-utilities.min.css">
<!--Plugins-->
<link rel="stylesheet" href="assets/css/ptf-plugins.min.css">
<!--Fonts-->
<link rel="stylesheet" href="https://fonts.googleapis.com/css2?family=Amiri&display=swap">
<link rel="stylesheet" href="assets/fonts/CerebriSans/style.css">
<!--Icons-->
<link rel="stylesheet" href="assets/fonts/LineIcons-PRO/WebFonts/Pro-Light/font-css/LinIconsPro-Light.css">
<link rel="stylesheet" href="assets/fonts/LineIcons-PRO/WebFonts/Pro-Regular/font-css/LineIcons.css">
<link rel="stylesheet" href="assets/fonts/Socicons/socicon.css">
<!--Style-->
<link rel="stylesheet" href="assets/css/ptf-main.min.css">
<!--Custom-->
<link rel="stylesheet" href="assets/css/custom.css">
</head>
<body>
<!--Site Wrapper-->
<div class="ptf-site-wrapper animsition">
<!--Site Wrapper Inner-->
<div class="ptf-site-wrapper__inner">
<!--Header-->
<header class="ptf-header ptf-header--style-2 ptf-header--opaque">
<div class="ptf-navbar ptf-navbar--main ptf-navbar--sticky">
<div class="container-xxl">
<div class="ptf-navbar-inner">
<!--Logo--><a class="ptf-navbar-logo" href="index.html"><img class="black" src="assets/img/root/logo-dark.png" alt="" loading="lazy"><img class="white" src="assets/img/root/logo-white.png" alt="" loading="lazy"></a>
<!--Navigation-->
<nav class="ptf-nav ptf-nav--default">
<!--Menu-->
</nav>
<!--Buttons-->
<!--Offcanvas Menu Toggle--><a class="ptf-offcanvas-menu-icon js-offcanvas-menu-toggle" href="#"><i class="lnir lnir-menu-alt-5"></i></a>
</div>
</div>
</div>
</header>
<!--Site Overlay-->
<div class="ptf-site-overlay"></div>
<!--Offcanvas Menu-->
<div class="ptf-offcanvas-menu">
<div class="ptf-offcanvas-menu__header">
<a class="ptf-offcanvas-menu-icon js-offcanvas-menu-toggle" href="#"><i class="lnir lnir-close"></i></a>
</div>
<div class="ptf-offcanvas-menu__navigation">
<!--Navigation-->
<nav class="ptf-nav ptf-nav--offcanvas">
<!--Menu-->
<ul class="sf-menu">
<li class="menu-item-has-children two-columns"><a href="index.html"><span>Home</span></a>
</li>
<li class="menu-item-has-children"><a href="#"><span>Portfolio</span></a>
<ul class="sub-menu">
<li><a href="portfolio-1.html"><span>Military Details</span></a>
</li>
<li><a href="portfolio-2.html"><span>Public Homepage</span></a>
</li>
<li><a href="portfolio-3.html"><span>Teller</span></a>
</li>
<li><a href="portfolio-4.html"><span>cPro</span></a>
</li>
<li><a href="portfolio-5.html"><span>Facillitator Growth Program</span></a>
</li>
<li><a href="portfolio-6.html"><span>CSR Design Libraries</span></a>
</li>
</ul>
</li>
<li class="menu-item-has-children"><a href="#"><span>Patents</span></a>
<ul class="sub-menu">
<li><a href="https://patents.google.com/patent/US11405441B1/en?inventor=William+Daniel+Farmer&sort=new"><span>Data Pre-fetching</span></a>
</li>
<li><a href="https://patents.google.com/patent/US11427207B1/en?inventor=William+Daniel+Farmer&sort=new"><span>Automatic Trip & Driver Asessment</span></a>
</li>
<li><a href="https://patents.google.com/patent/US11435881B1/en?inventor=William+Daniel+Farmer&sort=new"><span>Smart UI for CSR</span></a>
</li>
<li><a href="https://patents.google.com/patent/US11055711B1/en?inventor=William+Daniel+Farmer&sort=new"><span>Mobile Transaction Authoriation</span></a>
</li>
</ul>
</li>
</ul>
</nav>
</div>
<div class="ptf-offcanvas-menu__footer">
<p class="ptf-offcanvas-menu__copyright">© 2023 <span>Danny Farmer</span>. All Rights Reserved. <br>Proudly hosted on <span><a href="https://github.com/farmerwd/portfolio">Github</a></span>.</p>
<div class="ptf-offcanvas-menu__socials">
<!--Social Icon--><a class="ptf-social-icon ptf-social-icon--style-3 twitter" href="https://twitter.com/farmerwd" target="_blank"><i class="socicon-twitter"></i></a>
<!--Social Icon--><a class="ptf-social-icon ptf-social-icon--style-3 facebook" href="https://dribbble.com//farmerwd" target="_blank"><i class="socicon-dribbble"></i></a>
<!--Social Icon--><a class="ptf-social-icon ptf-social-icon--style-3 instagram" href="https://www.pinterest.com/wdfarmer/" target="_blank"><i class="socicon-pinterest"></i></a>
</div>
</div>
</div>
<!--Main-->
<main class="ptf-main">
<article class="ptf-page ptf-page--single-work-1">
<section>
<!--Spacer-->
<div class="ptf-spacer" style=" --ptf-xxl: 10rem; --ptf-md: 5rem;"></div>
<div class="container-xxl">
<div class="row">
<div class="col-xl-6">
<!--Animated Block-->
<div class="ptf-animated-block" data-aos="fade" data-aos-delay="0">
<h1 class="large-heading">Pub-Home <br> Redesign</h1>
</div>
<!--Spacer-->
<div class="ptf-spacer" style=" --ptf-lg: 4.375rem; --ptf-md: 2.1875rem;"></div>
</div>
<div class="col-xl-3">
<!--Spacer-->
<div class="ptf-spacer" style=" --ptf-xxl: 1.25rem;"></div>
<!--Animated Block-->
<div class="ptf-animated-block" data-aos="fade" data-aos-delay="100">
<h5 class="fz-14 text-uppercase has-3-color fw-normal">LOB</h5>
<!--Spacer-->
<div class="ptf-spacer" style=" --ptf-xxl: 1.25rem;"></div>
<p class="fz-20 lh-1p5 has-black-color">Enterprise <br> New Member Acquisition </p>
</div>
<!--Spacer-->
<div class="ptf-spacer" style=" --ptf-xxl: 4.375rem; --ptf-md: 2.1875rem;"></div>
<!--Animated Block-->
<div class="ptf-animated-block" data-aos="fade" data-aos-delay="200">
<h5 class="fz-14 text-uppercase has-3-color fw-normal">Skills</h5>
<!--Spacer-->
<div class="ptf-spacer" style=" --ptf-xxl: 1.25rem;"></div>
<p class="fz-20 lh-1p5 has-black-color">Research, System Integrations, Strategic Thinking, UX/UI
</div>
</div>
<div class="col-xl-3">
<!--Spacer-->
<div class="ptf-spacer" style=" --ptf-xxl: 1.25rem;"></div>
<!--Animated Block-->
<div class="ptf-animated-block" data-aos="fade" data-aos-delay="300">
<h5 class="fz-14 text-uppercase has-3-color fw-normal">Team</h5>
<!--Spacer-->
<div class="ptf-spacer" style=" --ptf-xxl: 1.25rem;"></div>
<p class="fz-20 lh-1p5 has-black-color">Danny - UI/UX Designer <br> Alyssa + Amanda - UI/UX Designer <br> Andie - Strategy & Vision </p>
</div>
<!--Spacer-->
<div class="ptf-spacer" style=" --ptf-xxl: 4.375rem; --ptf-md: 2.1875rem;"></div>
<!--Animated Block-->
<div class="ptf-animated-block" data-aos="fade" data-aos-delay="400">
<h5 class="fz-14 text-uppercase has-3-color fw-normal">Date</h5>
<!--Spacer-->
<div class="ptf-spacer" style=" --ptf-xxl: 1.25rem;"></div>
<p class="fz-20 lh-1p5 has-black-color">2022</p>
</div>
</div>
</div>
</div>
<!--Spacer-->
<div class="ptf-spacer" style=" --ptf-xxl: 6.25rem; --ptf-md: 3.125rem;"></div>
</section>
<section>
<div class="container-xxl">
<!--Animated Block-->
<div class="ptf-animated-block" data-aos="fade" data-aos-delay="0">
<!--Simple Image-->
<div class="ptf-simple-image"><a href="assets/img/portfolio/portfolio_pubhome.jpg" data-fancybox rel="nofollow"><img src="assets/img/portfolio/portfolio_pubhome.jpg" alt="" loading="lazy"></a>
</div>
</div>
</div>
</section>
<section>
<!--Spacer-->
<div class="ptf-spacer" style=" --ptf-xxl: 10rem; --ptf-md: 1.25rem;"></div>
<div class="container">
<!--Animated Block-->
<div class="ptf-animated-block" data-aos="fade" data-aos-delay="0">
<h2>Problem</h2>
<p class="fz-30 has-black-color">The multi-million visitor homepage <s>sucked</s> was underperforming in a few key areas: accessibility, pathfinding to product, and servicing. Our team pitched a vision for what might be, and sold leadership on the revamp.</p>
</div>
<!--Spacer-->
<div class="ptf-spacer" style=" --ptf-xxl: 4.375rem; --ptf-md: 2.1875rem;"></div>
<!--Divider-->
<div class="ptf-divider" style="--ptf-height: 1px; --ptf-color: var(--ptf-color-14);"></div>
<!--Spacer-->
<div class="ptf-spacer" style=" --ptf-xxl: 6.25rem; --ptf-md: 3.125rem;"></div>
<!--Animated Block-->
<div class="ptf-animated-block" data-aos="fade" data-aos-delay="0">
<h2>How</h2>
</div>
<!--Spacer-->
<div class="ptf-spacer" style=" --ptf-xxl: 1.5625rem;"></div>
<!--Animated Block-->
<div class="ptf-animated-block" data-aos="fade" data-aos-delay="0">
<p class="fz-24">BLUF: Deliver a homepage that provides a <i>triple digit</i> cross-cosa product lift, top 10% of WebAim accessibility measures, in under 90 days.</p>
</div>
<!--Spacer-->
<div class="ptf-spacer" style=" --ptf-xxl: 1.5625rem;"></div>
<!--Animated Block-->
<div class="ptf-animated-block" data-aos="fade" data-aos-delay="0">
<ul class="fz-20" style="line-height: 2;">
<li>I lead a feasibility study on the WIP internal design language and development transition.</li>
<li>The team Baselines the existing site, identifying painpoints in the existing experience.</li>
<li>I Prototyped the art-of-the-now with available components.</li>
<li>Together, we tested against our concept spectrum for to optimize for wayfinding and user objectives and better qualitative understanding.</li>
<li>With results in hand, we moved to development where I was able to assist engineers in language adoption, asset optimization, and data analysis.</li>
<li>Lastly, the team performed a production A/B/C test that decided upon the final design.</li>
</ul>
</div>
<!--Spacer-->
<!--Animated Block-->
<!--Spacer-->
<div class="ptf-spacer" style=" --ptf-xxl: 6.25rem; --ptf-md: 3.125rem;"></div>
<!--Animated Block-->
<div class="ptf-animated-block" data-aos="fade" data-aos-delay="0">
<h2>Lessons learned</h2>
</div>
<!--Spacer-->
<div class="ptf-spacer" style=" --ptf-xxl: 1.5625rem;"></div>
<!--Animated Block-->
<div class="ptf-animated-block" data-aos="fade" data-aos-delay="0">
<ul class="fz-20" style="line-height: 2;">
<li><b>We CAN move fast</b> - Board of Director support meant we automatically had cross-cosa alignment AND we could lean on executive privelage to shortcut broken processes. Key takeaway: We need to be ruthless with company processes that build over time.</li>
<li><b>Bring the right people</b> - The team formed new working relationships and materials to host discussions with SEO, data teams, and all product partners which pre-empted pushback and increased speed. The drawback is, it’s not scalable to have everyone in the same room on every project.</li>
<li><b>People need to feel heard</b> — A third concept business driven attempted to “stuff” the page with over 14 options was brought forward with other designs, but was able to meet it’s demise in production. It was mostly an invalid hypothesis, but that’s the benefit of design as a risk mitigator.</li>
</ul>
</div>
<!--Spacer-->
<div class="ptf-spacer" style=" --ptf-xxl: 5.625rem; --ptf-md: 2.8125rem;"></div>
<!--Animated Block-->
<div class="ptf-animated-block" data-aos="fade" data-aos-delay="0">
<h2>Shoutouts</h2>
</div>
<!--Spacer-->
<div class="ptf-spacer" style=" --ptf-xxl: 1.5625rem;"></div>
<!--Animated Block-->
<div class="ptf-animated-block" data-aos="fade" data-aos-delay="0">
<p class="fz-24">Huge thank you to Alyssa and Amanda for their incredible research planning and concepting efforts, Andie for not just talking about the opportunity but making to learn. Also, super-double high five to Collin my tech lead for his 1:1 partnership and willingness to iterate on solutions that fit within our narrow constraints. </p>
</div>
</div>
</section>
<section>
<!--Post Navigation-->
<div class="ptf-post-navigation ptf-post-navigation--style-2">
<div class="container"><span>Next Project</span><a class="h1 large-heading ptf-filled-link" href="portfolio-3.html">Teller</a></div>
</div>
</section>
</article>
</main>
</div>
<!--Footer-->
<footer class="ptf-footer ptf-footer--style-1">
</footer>
</div>
<!--Libs-->
<script src="assets/scripts/ptf-plugins.min.js"></script>
<script src="assets/scripts/ptf-helpers.js"></script>
<script src="assets/scripts/ptf-controllers.min.js"></script>
</body>
</html>