Web Production Strategy & Global Brand Migration
Transformed siloed production workflows into a unified Figma-first ecosystem, designing the self-service glossary templates and standardizing the design production for global content migrations.
Role
UX Strategist & Designer
Industry
IT & SaaS
Focus
Design Operations & Production
The Goal
To standardize global web production and support a massive rebranding effort across the HPE digital ecosystem. By transitioning to a collaborative Figma-first workflow, I helped scale the delivery of high-performing web pages while personally leading the design and governance framework for a centralized, SEO-driven glossary system.
Phase 1: Rebranding & Migration Support
Supported the visual and structural evolution of the web presence during a critical rebranding year.
Global Rebranding Execution: Contributed to the systematic update of legacy web pages to align with new brand identity standards across thousands of digital touchpoints.
Legacy-to-Modern Transition: Assisted in auditing and retiring outdated components, replacing them with modern, accessible versions to ensure a performant foundation for the new brand.
Phase 2: High-Volume Page Production & Strategy
As part of the core web team, I translated raw business requirements and copy into high-performing digital layouts.
Component-Driven Layouts: Analyzed content to select the most effective components for Solution, Category, and Product pages, ensuring the information architecture supported conversion.
Visual Identity: Curated and designed custom image compositions, ensuring every page felt high-end and brand-aligned.
HPE Discover Events: Partnered with the events team to apply these production standards to high-stakes conference web pages under tight deadlines.
Phase 3: Design Ops & Workflow Integration
I helped move the team away from siloed legacy workflows toward a modern, collaborative framework.
Figma Collaboration: Contributed to the team-wide migration to Figma, utilizing Auto Layout and shared component standards to ensure "developer-ready" files and better team alignment.
Standardized Documentation: Helped establish graphic production documentation and naming conventions to ensure seamless handoffs between our team of contractors and full-time designers.
Unified Communication: Participated in establishing new communication cadences that broke down siloes, allowing us to function as a single, cohesive production unit.
Phase 4: Glossary Framework & SEO Governance
I helped migrate and protect high-traffic HPE Aruba Networking pages and glossary content during the platform shift.
Lead Design for Glossary Migration: Orchestrated the migration of the Aruba Networks glossary into HPE.com, leading the design of a new sidebar navigation system and a library of technical diagrams.
Self-Service SEO Framework: Developed Adobe Experience Manager (AEM) templates and design guardrails for the SEO team to independently launch keyword-targeted pages.
Design Guardrails: Authored the guidelines and component limitations that allowed non-designers to publish content without compromising the site’s visual integrity.
Outcomes & Impact
I helped move the team away from siloed legacy workflows toward a modern, collaborative framework.
Operational Alignment: Successfully integrated into a collaborative, Figma-first culture that reduced design debt and communication friction.
SEO Empowerment: The glossary framework enabled the SEO team to independently launch pages, significantly increasing deployment speed through my governed, self-service model.
Enterprise Scalability: Supported a massive global rebranding and migration, ensuring brand consistency across thousands of digital touchpoints.