Marketing platform @Engflow
Deliver a brand strategy, new website and design system
Industry
MarTech
Client
Encodify (prev. Encode)
Position
Head of product design
Encodify (prev. Encode) helps marketing teams collaborate more efficiently on campaigns and product distribution. However, its outdated brand identity, website, and design system slowed down growth and product innovation.
What I did on the project
As the first design hire, I established Encodify’s design process, built the design team, and led the redesign of branding, the website, and a new design system. These initiatives enhanced consistency, improved UX efficiency, and contributed to company growth and investor funding.
Discovery
When I joined, Encodify faced three major challenges:
01
Inefficient UI & workflows
The absence of a design system led to inconsistent interfaces and slow development.
02
Outdated branding & website
The company lacked a modern, cohesive identity to attract customers.
03
Scaling design efforts
As the first designer, I needed to define a scalable design process for future team growth.
The solution: a unified design strategy
Branding & Website Redesign
Goal: Modernize Encodify’s identity and digital presence to align with its growth strategy.
Developed a new brand identity
Defined new visual aesthetics, messaging, and tone.
Launched a new website
Worked closely with marketing to create a high-converting, user-friendly site.
Managing an external web designer
I coordinated with an external web designer to ensure the project aligned with our brand vision, providing clear guidelines, regular feedback, and overseeing milestones for timely delivery.
✅ Impact:
Improved brand perception, making Encodify more competitive in the MarTech space.
Helped attract new customers through an engaging, modernized website.
The solution: a unified design strategy
Encodify design language: a scalable design system
Goal: Standardize design processes and improve collaboration across teams.
Conducted a full visual audit
Cataloged all design elements and inconsistencies.
Created a Storybook-based design system
Defined components, typography, color palettes, and UI guidelines.
Integrated system-wide adoption
Ensured seamless use across design, development, and marketing.
✅ Impact:
Accelerated product development by streamlining workflows.
Reduced UI inconsistencies, ensuring a cohesive experience across Encodify’s platform.
The solution: a unified design strategy
User Testing & iteration process
Goal: Validate new designs and refine the user experience.
Conducted user testing sessions
Assessing branding, website usability, content and product UI.
Gathered feedback
Insights on visual clarity, navigation, and messaging alignment.
Refined designs
Iteration based on direct user insights.
✅ Impact:
Higher engagement on the new website due to improved usability and aesthetics.
More intuitive UI, leading to increased adoption of new features.
Design talk
This led to my talk on design systems
Thought leadership & industry impact
I shared my expertise through industry talks and articles, including a presentation at the Outcome Conference (2021), where I discussed design systems and Encodify’s transformation. Additionally, I published an article on Bootcamp, highlighting best practices for building a scalable design system. These efforts helped establish Encodify as a design-forward company while strengthening my role as a thought leader in UX and design systems.
The solution: a unified design strategy
Outcome & Business Impact
✅ Successfully launched the new website and design system.
✅ Attracted new customers through improved branding and user experience.
✅ Accelerated development cycles, making design implementation more efficient.
✅ Helped Encodify secure investor funding, supporting the company’s expansion.
Outcome
This project was about more than just design, it was about strategic transformation. By building a scalable design system, modernizing the brand, and improving UX workflows, we positioned Encodify for long-term success.
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