Fuse
Making designers relevant again
Roles: art direction, visual design, UI, development
Goals & planning.
Working with the FUSE product team to do everything from website creation through email design to lead generation ideas. On the visual front, the site was designed to embody the vibe of Miami. On the back end, with the assistance of a conversion expert, it was optimized to efficiently turn visitors into customers.
Art direction & implementation.
Aimed at a discerning audience - designers - the site had to be impeccable and fun to look at. The rainbow color palette was balanced by generous whitespace and big typography.
Customer-friendly lead generation
Short download forms instead of long ones, placed only on pages where they make sense, and button microcopy emphasizing benefits. Simple things I suggested led to a significant increase in customer lead generation - without annoying visitors.
