Smartphone on a round, beige textured table displaying a career goals app with options to get a new job, get a promotion, or develop professionally.

Freeman Mobile

My Role:

UI/UX Designer

Team:

Product Manager

Technical Delivery Manager

Tools:

Figma

Timeline:

May 2025 - (Still in progress)

Problem

Freeman's website platform faced a critical usability challenge that was impacting business operations and user engagement. The existing website lacked responsive functionality across desktop, tablet, and mobile devices, creating significant barriers for users accessing the platform during events. This was particularly problematic during trade shows and events, where attendees relied on mobile devices rather than laptops to navigate event information and services. The poor mobile experience was driving users away from the platform precisely when they needed it most, hindering Freeman's ability to serve their event audiences effectively.

Solution

  1. Transform the website to be fully responsive across all device types and screen sizes

  2. Secure leadership buy-in by demonstrating the critical business need for mobile accessibility

  3. Redesign the navigation structure to eliminate confusion and improve user flow

  4. Prioritize page redesigns based on timeline constraints and business impact

Progress

01. RESEARCH & STRATEGY

  1. User Behavior Analysis: I identified that most users were avoiding the mobile version due to poor functionality, particularly during events when mobile access was essential. This research formed the foundation for securing leadership support for the responsive redesign initiative.

  2. Navigation Architecture Assessment: I conducted an audit of the existing dual navigation system, which included both site-wide navigation and event-specific navigation. This complexity was creating user confusion and needed to be streamlined into a cohesive, responsive navigation structure.

  3. Timeline and Resource Planning: Working within a June-September timeline constraint, I strategically prioritized which pages would deliver the highest impact for the available development capacity, ensuring maximum value delivery within the project window.

02. DESIGN

  1. Navigation Redesign: I tackled the navigation challenge first, consolidating the dual navigation system into a single, intuitive structure that worked seamlessly across all device types. This foundational change improved the overall user experience and set the stage for responsive page designs.

  2. Progressive Page Transformation: I systematically redesigned each prioritized page to be fully responsive, ensuring consistent design patterns, spacing, and visual hierarchy across desktop, tablet, and mobile breakpoints.

  3. Design System Implementation: I established strict consistency standards for padding, margins, colors, and other design elements, creating a cohesive visual language that maintained brand integrity across all device experiences and page layouts.

  4. Comprehensive Workflow Documentation: I designed detailed user workflows covering every interaction from sign-in through show creation, providing clear specifications for the offshore development team. This ensured accurate implementation and reduced the need for revisions.

  5. Stakeholder Alignment Process: I presented each design phase to marketing and leadership stakeholders, securing approvals at every step to maintain project momentum and ensure the final solution met business requirements.

Conclusion

This responsive redesign project demonstrates a strategic approach to solving critical usability challenges while working within resource and timeline constraints. By prioritizing navigation simplification, establishing a systematic approach to responsive design, and maintaining consistent stakeholder communication, the project successfully transformed Freeman's website into a mobile-friendly platform that serves users effectively during events. The comprehensive workflow documentation and design system implementation not only ensured successful development handoff but also established a foundation for future website enhancements and consistent user experiences across all touchpoints.

Mobile Design

Desktop Design

Screenshots of a mobile app interface for career guidance. The first screen welcomes users and invites them to start a brief process. The second screen asks users to tell about themselves, including their preferred name and pronouns. The third screen asks about career objectives with options to select, such as getting a new job, a promotion, or developing professionally.
Screenshots of a mobile app interface for a resume and job application process, showing three steps: selecting application status, uploading a resume, and viewing background information from the resume, with green buttons and progress indicators at the top.
Screenshots of a mobile app interface showing onboarding steps, including a pain points survey, coaching recommendation loading screen, and suggested career and outreach actions.
Screenshots of a web application titled 'The Apply AI.' The first screenshot shows a welcome message with a green 'Next' button. The second screenshot shows a form titled 'Tell me about yourself!' with fields for preferred name and pronouns, and a green 'Next' button.
Screenshots of an app called 'The Apply AI' showing questions and options for job seekers. The first screen asks about the primary career objective with options to get a new job, a promotion, or develop professionally. The second screen asks where the user is in their job search with options including not looking for a job, thinking about it, updating resume, applying to a few roles, or applying to many roles.
Screenshots of a web-based interface for The Apply AI with steps for uploading a resume and reviewing background information, showing progress indicators and text input areas.
Screenshots of a mobile app called 'The Apply AI'. The first screenshot shows a questionnaire with the question, 'What are you finding challenging in your job hunt?', with options related to job search challenges and a green 'Next' button at the bottom. The second screenshot shows a loading screen that indicates an AI coach is preparing recommended next steps based on shared information, with the message 'Our ApplyAI coach is coming up with recommended first steps based on what you've shared so far' and a green 'Loading' button.
Screenshot of a web page titled 'The Apply AI' with a list of suggested tasks for getting started, highlighting a card labeled 'Share a Story' with a 10-minute estimate, description, and a green 'Select' button.
Screenshots of the Apply AI platform showing two stages of a user onboarding survey, with fields for preferred name, pronouns, career goals, target industries, and reasons for re-entering the workforce, with a bright green 'Next' button at the bottom of each stage.

Pre-Redesign