Tangerine Bank
Role
Product Designer
Dates
Feb - Aug 2023
Site refresh and platform migration to Adobe Experience Manager (AEM)
Modernized and streamlined customer-facing visitor website while migrating the experience to AEM. The aim was to deliver a cohesive, responsive design system; improve usability; and create scalable templates that could support future content growth without requiring repeated custom design work.
Impact
The refreshed site strengthened the organizations digital presence and set a new standard for consistency across customer touchpoints.
Key impacts included:
A smoother, more intuitive user experience rooted in clear content architecture.
A robust set of reusable components and templates, reducing future design and dev effort.
Improved visual consistency across pages, enhancing brand trust.
A responsive header, footer and page framework that adapted seamlessly across devices.
Stronger stakeholder alignment.
Approach
The project began with agency-led creative exploration, but was transitioned in-house.
Template first design strategy
Focus on five page types, breaking them down into meaningful, repeatable content sections. This ensured the templates would scale effectively across the site.Collaborative stakeholder engagement
After templates were finalized, the team conducted deeper design work to build responsive global header and footer components.Multi-fidelity
Templates, wireframes, and pixel-perfect designs were iterated on by a small, but nimble team, ensuring collaboration with all stakeholders throughout.Test and iterate mindset
Design decisions were validated through rapid feedback loops, allowing the team to refine.
Feedback & iteration
Feedback was incorporated throughout the lifecycle:
Stakeholder reviews to refine content hierarchy and ensure business requirements were met.
A moderated user study revealed opportunities to improve navigation clarity.
Cross-functional working sessions with developers ensured components aligned with AEM capabilities and technical constraints.
The cycle of quick user testing and iteration helped the team align on a design that was both user-centric and technically feasible.
Results
The refreshed visitor site launched on AEM, supported by a scalable design foundation.
Fully responsive, component-driven experience.
Consistent templates.
Strengthened alignment between design, content, development and business teams.
Reduced long-term maintenance.
Modernized visual system.
Next steps
Though launched in 2024, after I departed, the project established a framework the team can confidently build upon in future phases, enabling ongoing enhancements without re-engineering core components.
Team feedback
“Hats off for your exceptional ability to foster open conversation, embrace new ideas, and expertly manage diverse stakeholders with unwavering passion. Your dedication and open-mindedness have created an environment where everyone feels heard and valued. Kudos to you for challenging the status quo and elevating the experience of our public site.”
— Amin Nasr“The Visitor Site project has come a long way since you joined Sasha, and the results we’ve seen are definitely proof of your hard work and commitment. Well done!”
— GC Marcelli, leader at the time