As the lead UX designer and creative director on this project, I was responsible for reimagining the digital presence of Steven Winter Associates (SWA) — a well-established green building performance consulting firm with over 50 years of expertise. SWA had outgrown their outdated website, and they needed a digital experience that reflected their evolved brand, deep expertise, and growing national presence. This was more than a visual refresh; it was a ground-up strategic redesign of both the front-end experience and the content architecture.
My Role
I wore many hats throughout this project, including:
- Creative Director: Oversaw visual direction, ensured alignment with the brand’s evolution
- UX Designer: Led the architecture, user flows, and interaction design
- Web Designer: Created high-fidelity mockups and design systems
- Content Strategist & Entry Specialist: Audited, structured, and implemented 600+ content pieces
- Copy Oversight: Guided and refined messaging for clarity and impact
- Client Liaison: Worked closely with stakeholders to ensure the final product met business goals and user needs
The Challenge
SWA’s previous site was a pain point for both users and internal teams:
- Cluttered architecture made it hard for target audiences—architects, developers, and property managers—to find relevant services or resources
- Visual design didn’t reflect the sophistication or scale of SWA’s work
- Internal teams struggled to manage an expansive content library (600+ unique assets)
- Employer branding was hidden, limiting their appeal to top talent in a competitive hiring landscape
The Solution
A Modern, Scalable Website Grounded in Strategy
I led a complete UX and design overhaul, with an emphasis on usability, content clarity, and brand alignment. Key highlights:
Information Architecture & UX Strategy
Restructured site navigation and taxonomy to improve content discoverability, with an intuitive mega menu and resource hub filters tailored to SWA’s varied audiences.
Visual Design System
Developed a clean, modern visual language that balanced professionalism with approachability. The design elevated SWA’s credibility while improving accessibility and legibility across devices.
Content Strategy & Migration
Conducted a full audit and reorganization of 600+ content pieces (blogs, case studies, podcasts). Created flexible templates to unify disparate content types and streamline internal workflows.
Employer Branding & Careers UX
Built out a dedicated careers section with intuitive filters and a streamlined application process, reinforcing SWA’s employer brand and making it easier to attract top talent.
Custom Design Features
Introduced interactive components like a horizontal accordion for project case studies and a visual Design Guide Resource Hub to showcase SWA’s depth and innovation.
CMS Optimization (WordPress + Gutenberg)
Worked closely with developers to ensure the design was implemented using flexible custom Gutenberg blocks, enabling SWA’s internal team to manage and scale content without technical support.
Wireframes
Results
- A modern, responsive design that reflects SWA’s expertise and national stature
- Seamless integration of 600+ content pieces into a coherent, searchable structure
- Streamlined content workflows and backend usability for the internal team
- Improved engagement metrics: increased session duration, better navigation, and more conversions
- Positive feedback from internal stakeholders and clients
Before & After
Before: Dated design, fragmented content, poor user experience
After: A bold, clear, user-centered experience that positions SWA for future growth
What This Project Represent
This project exemplifies the value of strategic UX and design leadership in complex B2B environments. It was about transforming not just how a site looks, but how it works—for users, for internal teams, and for the brand. As someone who thrives at the intersection of strategy, design, and content, this project was a perfect fit for my skillset and philosophy.
Tools Used: Figma, WordPress (Gutenberg), Adobe CC, Google Analytics, Microsoft Dynamics CRM, ClickDimensions
Services: UX Strategy, Creative Direction, Web Design, Content Architecture, Accessibility, SEO Guidance, Stakeholder Collaboration
Hannah Ellingson 