Bitle Website and Illustration
The Homepage, Blog, Feature Sections and More for Bitly
The visual design of Bitly.com is a critical focus to bring feature awareness, product pricing and start sales conversations. My goal was to create an accessible design for all user types to incorporate Bitly for their project's and signup.
Key Challenges and Responsibilities
Primary Goals Across Bitly Marketing and Brand Teams
Bitly Marketing Design's team operated lean with one Creative Director and one Lead IC (myself). My objective was to create designs and set up consultants for deliverables output through:
Agency Collaboration
Partnered with Graphik and Clique Studios
for project resource allocation and budgeting
Communication
Presentation, cross-collaboration on Slack,
and company objective alignment to design
Setup and Expertise
Create templates and user journeys to understand
system design and function across brand
Deliverable Management
Building user journeys, creating brand-adhering
graphics and documentation
Testing and Updates
Refined our website with data insights + feature
pushed goals for product marketing
Identified Areas – Opportunity Solutions
Place's of Impact for Bitly.com
I focused on product features, integrations, self-service business pricing, home-page growth experimentation, blog, and digital marketing landing pages.
Team Stakeholders
The Journey From ADs to Site to our WebApp
Stakeholder's at Bitly work to promote features and content to improve the experience for it's customers. I worked to understand those touchpoints and improve user journey conversions to free and paid signups.
Site Mapping and Flows
Holistic Design Approach to Deliverables
Deliverables That Create Impact
Bitly's techstack for website involves Wordpress developers, front-end engineers, growth team leads to have our business messaging strategically broadcast to users. I created wireframes, prototypes, site imagery and components on Figma to present to stakeholders.
Before State
From Totally Orange to our System Considered Color Palette
Transforming Bitly.com for Enhanced User Experience and Conversion
Bitly.com's website refresh was my first project at Bitly in 2018. By addressing issues with inaccessible colors, fonts, and excessive use of orange, I created a more user-friendly interface that aligns with our business goals.
After State
Bitly Pages
Bitly's marketing site showcases our offerings and builds brand recognition. I would create Figma designs and experiment with Growth Directors and Sr. Website Managers to drive digital marketing goals to sign-up for free accounts.
Group Ideas and Tracking Goals
One of the most important tools I use on Figma is sticky notes. I put my project goals, ideas for testing concepts and assumptions from industry research. From there, wire builds are created after vision boarding and competitor audits for component and design creation.
Affinity Mapping
Figma Competency
I've completed Dribbble's product design school & am up to date to Figma help center reads. I also follow designers trends and practice making component's to stay up to date with best practices (3 times a weeks with designers on Discord).
Software Practice
Slide: Wordpress and Excel Integration, Leadership Press, Coinbase QR Codes Customer Story, Product UI Updates, etc.
Illustration Guides
Another critical aspect of Bitly.com is its friendly sketch-craft illustration style, which was developed starting in 2019. Bold colors abstracting the narrative of links connecting to our products and working with our partner plugins and integrations. The most infant state of starting your Bitly journey expressed with this design system.
I worked with contractors to build illustration parameters for strokes, colors, textures and templates. I created 80 site graphics using our illustration system across site, landing page and blog for site press and product guides.
Technical Practice
Website Functionality
Bitly.com experiments with homepage messaging, features, pricing, imagery, page creation and banners. I would work with our Sr. Website Manager to create Optimizely experimentation, image AV1 or WebP conversion, and also check device success for designs.
Testing, Optimization and Q/A
Testimonial
Tony Roma – Lead Content Strategist, Bitly
Edison is a strong creative and collaborative team member. He is quick to offer support and brainstorm creative ideas. I could always rely on him to turn around illustration requests in a short time and offer valuable input on my own blockers in content work.
Creatives need people like Edison around to make sure ideas stay fresh and approaches make sense. On top of all that, he's a personable person who brings people together in a kind and supportive way; that's more important than ever in today's remote working world.