Frontier Website Redesign
I worked as part of a tight-knit, agile team to implement Frontier’s bold new brand direction across the entirety of their web experiences. It was a challenging and intensive project that has proven to be a successful new direction for Frontier. I’m excited to be able to share our hard work so let’s take a look at how we got here.
Exploration
One of the biggest challenges with a complete rebrand is figuring out how to implement things in a way that doesn’t disrupt the user. We were looking at a radical change of direction which gave us a lot of opportunity to speak to a new audience. At the same time, we didn’t want to leave their core users behind. This radical shift into a modern visual voice required deep exploration for the design team, here’s a little peek behind that curtain.
Building Blocks
Probably the most important step in our process was creating a library in Figma of auto-layout components that allowed for branded, modular builds of Frontier web experiences. Our creative team is small but we are part of a much larger team of collaborators so we wanted to create a system that was simple enough for all parts of our team to work within, allowing content, strategy, and project management teams to concept and explore without the need for design team intervention. From icons to color palette, content modules, and heroes, I led the build out of our library with internal accessibility in mind.
Final Designs
Propped up on a robustly organized design system, we delivered a web experience for Frontier that has driven performance at a level that continues to outpace projections for the year. Our team created future focused approach that shows Frontier as a leading competitor in today’s fiber internet marketplace.
If I can be candid for a second, I’m really stoked on it. My role was heavy in exploration and execution of the full design system which gave me the opportunity to lead a large amount of design efforts on this project. It was an incredible opportunity to create something outwardly impactful as well as seriously sharpening my skills as a product designer within Figma.
