UX Strategy & Design

Consumer Marketing

January 2023 - December 2023

Crafting a More Engaging & Human-Centered Sustainability Experience

Project Overview

The goal was to to bridge UX research, strategy, and design to create intuitive digital products that drive engagement and adoption. My expertise in UX research, design thinking, and usability testing ensured that product decisions were data-driven, user-centered and aligned with business goals.

Problem Statement

The ExxonMobil Brand Design Team sought to create a new set of sustainability-focused web pages that would feel softer, more personal, and engaging—a departure from the existing masculine, technical, and structured design language used across the company's website.

The challenge was to reimagine the look, feel, and tone of the sustainability content to better connect with audiences in a more approachable, human-centered way, while still maintaining brand consistency. This required:

Evolving the visual design to be more fluid and inviting, moving away from rigid, industrial aesthetics.
Adjusting the voice and tone to be less technical and more engaging, making sustainability efforts feel more relatable to ExxonMobil’s diverse audience.
Ensuring alignment with UX best practices, accessibility standards, and business objectives, while differentiating the sustainability section from the rest of the corporate website.

My contributions

As lead UX Strategist, I created the end-to-end experience including all research and design artifacts and developed the product roadmap aligned with the go-to-market strategy of the Consumer Lubes - Brand and Customer Experience team goals and market strategy.

Designed low and high-fidelity prototypes using Figma & Adobe XD to visualize and refine digital experiences
Conducted user research & usability testing to inform design decisions and improve user flows
Developed personas and customer journey maps, aligning product features with real user needs
Implemented SEO and data-driven UX strategies, ensuring products are discoverable and high-performing
Advocated for accessibility best practices, ensuring inclusive design across all digital platforms

Impact

The new design helped bridge the gap between corporate identity and human storytelling, creating a web experience that invites users to engage with ExxonMobil’s commitment to sustainability in a more meaningful and approachable way.

Enhanced usability and engagement, leading to a increase in user satisfaction
Developed and integrated UX design systems, improving consistency across enterprise platforms
Streamlined user journeys, reducing friction and increasing task completion rates

Design evolution

Original design components

The original components feel masculine, blocky and not well-suited for scrolling and scanning. The content is optimized for search engines but not necessarily for the end-users, as it is overly scientific or technical.

Design proposal from marketing team

Using inspiration from sister-pages already published on the web and taking inspiration from new iconography, this is the direction the marketing team was hoping to go - though they came to my team because they wanted to stretch the concept a bit further. As the website product owner, I was also hoping to use this as an oppportunity to reuse any newly-developed design assetts as an example of how our development team can begin to use them as 'design tokens' for a future design system in Figma.

Design iterations

I worked with the Brand Design Project Lead to develop content, imagery and iconography that matched the new direction for the look, feel and messaging of the sustainability initiative. The form and function was to be more approachable, less technical, evokes a feeling of 'freedom' and they wanted to avoid greenwashing.

Low fidelity prototypes in Figma

Clickable prototype in Figma

Mid-fidelity - Individual component designs

Final design

After several iterations between content, design and development teams, here's the final version of the design. As website product owner and lead designer on the project, I lead a series of capability discussions between engineering teams and the brand team. The final product was a compromise between team capabilities, legal and design guardrails. While the final product was not developed to spec, I created a product roadmap that the project owner could use to continue future design iterations. Additionally, I carefully documented internal pain points with regard to our dev and design pipeline, operations and limitations. Each new component and tool that we created/used served as a template for a future design sytem developed for global engineering and design teams, of which I was a member of the governance team.
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See the project live