B2B

Energy

Enterprise

UX Strategy

CLIENT | WOOD MACKENZIE

Adaptive Product Pages

Wood Mackenzie’s product pages weren’t converting. Navigation was unclear, messaging was scattered, and marketers couldn’t update content easily. I led a full UX and design overhaul to create modular, scalable templates that improved clarity, boosted engagement, and gave the marketing team tools to tell better product stories.

This project reinforced the value of scalable UX systems and how thoughtful content design can unlock both performance and team efficiency.

Goal: Boost conversions and empower marketing through a modular content system.

Role 🎯: Creative Director, Product Design Consulting

See the whole process and results in the case study:

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Key Outcomes

+27% increase in product page engagement

20+ reusable components adopted across marketing

Improved user clarity, content structure, and time-to-market

Skills Used 🔧

UX Strategy

Modular Design

Creative Direction

Design-to-Dev

Content Architecture

What I Led 🎨

Strategy for page templates and content flow

Designed 4 modular page types

Built 20+ Figma components

Partnered with marketing, product and dev teams

Constraints:

Had to work within existing CMS structures

Limited engineering time for custom components

Needed to reuse and extend brand design system

Team Collaboration 🤝

Collaborated closely with marketing, product, and development teams to align design solutions with business goals and technical feasibility.

Tools Used

Figma · Internal CMS · Campaign Dashboards

Project Duration

8 weeks

What I Led 🎨

Strategy for page templates and content flow

Designed 4 modular page types

Built 20+ Figma components

Partnered with marketing, product and dev teams

Constraints:

Had to work within existing CMS structures

Limited engineering time for custom components

Needed to reuse and extend brand design system

Skills Used 🔧

UX Strategy

Modular Design

Creative Direction

Design-to-Dev

Content Architecture

Team Collaboration 🤝

Collaborated closely with marketing, product, and development teams to align design solutions with business goals and technical feasibility.

Tools Used

Brand, Product, Sales, Digital, Analytics, External Agency (Earnest)

Project Duration

Brand, Product, Sales, Digital, Analytics, External Agency (Earnest)

Standard Page (Version 1):

A foundational layout for core product information.

Building Trust (Version 2):

Incorporates compelling stats and testimonials to establish credibility.

Common Questions (Version 3):

Anticipates customer queries with a dedicated FAQ section.

Demos (Version 4):

Highlights product demos to drive engagement

and conversions.

Highlights product demos to drive engagement and conversions.

Key Outcomes

+27% increase in product page engagement

20+ reusable components adopted across marketing

Improved user clarity, content structure, and time-to-market

See the whole process and results in the case study:

Read the case study →

Back to portfolio →

“These new templates are a game-changer they are cleaner, more flexible, and finally let us tell the story the right way.”

Brand, Product, Sales, Digital, Analytics, External Agency (Earnest)

Internal brand team (marketing + content strategy)

Internal creative team

Product design and engineering teams

Regional marketing leads

Executive stakeholders (for alignment and approvals)

— Product Marketing Manager, Wood Mackenzie