2019
Cellion
Concept directions focused on clearer product messaging and a more modern site structure.
Problem
Explore a cleaner site direction for Cellion that clarified product messaging and modernised the overall web experience.
What shipped
Delivered concept directions that sharpened the message hierarchy and gave the team a clearer foundation for future implementation work.
How impact was measured
Success was measured through stakeholder alignment, message clarity, and whether the concepts made the next implementation decisions easier.
Approach
- Explored multiple directions rather than forcing one visual answer too early.
- Focused on the parts of the experience where product messaging and scanability were weakest.
- Used concept work to compare structure, tone, and visual hierarchy side by side.
What I designed
- Homepage concept directions with different balances of product education and visual emphasis.
- A cleaner layout language with stronger spacing, typography, and content grouping.
- A more modern structure for presenting product value and supporting information.
Testing
- Reviewed the concepts with stakeholders to compare which direction communicated the product story more clearly.
- Used the alternate directions to test hierarchy choices before committing to one design route.
- Checked whether the patterns could scale into a broader site system if progressed.
What shipped
- Multiple homepage concept directions.
- A clearer messaging and layout framework for future site updates.
- Design outputs that could be used for internal decision-making and planning.
Impact
- The work made the product story easier to evaluate and refine.
- It created a more credible starting point for future implementation planning.