Carta
Crafting A Cohesive Product Story Through Thoughtful Design
This project involved a common scenario in the tech start-up and scale-up world: an ever-evolving brand, encapsulating an ever-evolving product, serving an ever-evolving market (on, let's be honest, an ever-evolving website). So how do you effectively tell the right product story to the right person?
The key seems simple at the outset: be clear, be concise and be cohesive. However, achieving simplicity requires deep, solid foundations. This project involved extensive collaboration with a web strategist and UX researcher to define those foundations, the product team to build a strong understanding of the product, and the brand team to establish clear positioning.
The result was a complete redesign of all suite, product and feature pages across the Carta website in all locations, including the creation of new product UI imagery. The design included subtle brand development, and a focus on clean, accessible layouts that communicate the product story while guiding users through a seamless journey.