Product Design • User Experience • Strategy • Copywriting • Front-End Development
After joining Hixme’s design team in 2015, I was first tasked with a redesign of their marketing website. At that point, the marketing site did not incorporate a responsive design and was intentionally shrouded in ambiguity as they sharpened their product and business model with their initial clients. As they prepared to secure Series B funding, they wanted to present a strong vision for the future of benefits to prospective clients and potential investors.
The final outcome was a two-pronged messaging strategy to give potential clients and their employees an overview and advantages of the Hixme benefit model. I worked closely with Hixme’s head of design to integrate the new branding refresh and color system into a clear, concise responsive layout of the site. After the site development was complete, I polished the front-end with simple, fast load in animations for text and imagery to make the site approachable and easy to explore.
A key element of the marketing message I put forward was a subtle animation to juxtapose Hixme’s health benefit model to the traditional employee benefits. This was achieved by rotating two words of text in the hero copy to alternate the following headlines:
• We transition your health benefits from group insurance to individual plans.
• We transition your health benefits from dysfunctional insurance to valuable plans.
• We transition your health benefits from expensive insurance to cost-saving plans.
• We transition your health benefits from restrictive insurance to portable plans.
• We transition your health benefits from dated insurance to innovative plans.
The concept integrated design and copywriting to successfully communicate Hixme’s model and mission in a single, easy-to-understand sentence.
The site was completed and launched at the end of 2015 and remained the core part of Hixme’s marketing materials through mid 2017.
After conducting interviews with stakeholders on the product, client, and marketing teams, I outlined the content strategy and information architecture to serve as a blueprint for initial wireframes. After the site development was complete, I polished the front-end with simple, fast load in animations for text and imagery to make the site approachable and easy to explore.