Corporate Brand & UI Optimization

UI Design • Web Design • Adobe Illustrator • Branding

The Dow Consumer Solutions website was a high-profile project meant to pioneer an e-commerce platform for the company as a whole. After over a year of shoddy development, the site was far from where it needed to be. The back end team was picking up the pieces of a stalled project, but the front end remained a mess.

I was chosen as a fresh-faced web designer to single-handedly review the site for visual and brand consistency. I jumped into meetings with project leaders and fielded information as I figured out how to make the site ready for launch. While submitting tickets and learning the language of the development team and project managers, I had to condense a newly established brand into a user-friendly and future-proof web design system.

I established a color hierarchy for the page types in order to drive customers to the product ordering pages, consolidated icons and outlined their specific uses, defined button and text parameters and optimized each piece for mobile responsiveness (a new frontier for this business's site).

The result was a 45-page interactive style guide detailing every aspect of the site's user interface, bringing the site into alignment with existing brand standards and creating a consistent experience for a brand new system. This style guide allowed the site to launch and exceed sales expectations within the first few months. This site became the blueprint for the new dow.com, generating millions in new online sales and supporting the initiatives of a multi-billion-dollar company.

The Takeaway

• I could learn a new system and team under pressure.

• Even in an entry-level position, I did work that mattered in the highest echelon of the company.

• My eye for detail and consistency is important and valuable.