The Brief
In this role, I engineered a high-utility design framework to bridge the gap between rapid marketing cycles and premium user experience.
- The Problem: Standard design workflows were too slow for high-volume, multi-channel ad campaigns.
- The Solution: Developed a modular template library that enabled rapid deployment without compromising visual quality.
- The Logic: Applied a "just makes sense" approach to information architecture, ensuring every landing page was optimized for immediate user action.
The Approach
I developed simple yet engaging components with selective use of colour and motion. That meant studying industry expectations and user behaviors so designs felt modern and credible to the target audience.
I leveraged lead-generation patterns (clear CTAs and streamlined flows) while keeping templates flexible enough to hold brand consistency across different clients.
I reorganized the lead-capture form hierarchy because heatmaps showed users dropping off at the phone-number field. The new 3-step logic increased completion rates.
Process
Mobile system
Key Takeaways
Through my work with Robben Media, including the A&M Roofing case, I refined the balance between high-speed marketing output and high-quality user experience.
- Refining Balance: Speed and craft are not opposites when the system encodes conversion defaults.
- Original Intent: The system prioritized multi-step conversion logic based on heatmap data to reduce friction.
- The Development Pivot: During development, the project adapted to stack limitations and launch timelines, and some live builds drifted from the Figma source.
- The Learning: Bridging high-fidelity product strategy and real execution means writing the handoff as carefully as the UI.
Scope
- UX/UI Design
- Design Systems
- Conversion Design
- Prototyping
Credits
- UX/UI Design·Alexandra Le
More projects
Interested in working together?
Shoot me a message!Alexandra Le
alexandra.le.nh@gmail.com