Define the Experience
Bring research and wireframing into the redesign process while working toward the conference deadline.
Art/Creative Direction
ASCD.org Website Redesign
ASCD Creative
Challenge
ASCD.org needed an update ahead of the organization’s annual conference. A three-month schedule brought research, wireframing, design, and development into a compressed delivery window, with a mobile experience included in the scope. The broader digital work also included the ASCD Store, connecting resource discovery with product evaluation and purchasing.
UX and Creative Strategy
The design needed to make a broad professional-learning organization easier to explore.
Design Approach
We carried a consistent visual hierarchy from the homepage into interior pages. The Books & Publications dropdown gave related offerings a shared navigation structure; page layouts balanced editorial content, product discovery, and supporting calls to action.
Online Store Experience
The store wireframes translated a broad product catalog into clear shopping paths: browse by topic or role, narrow results with filters, and compare product information before adding an item to the cart. Product-detail tabs organized summaries, contents, sample material, documents, and media. Member pricing and a quick-order option supported different purchasing needs, while shared navigation connected the store with the wider ASCD website.
My Role
Art Direction and Design, including UX/UI and concept development.
Collaborators
Senior Creative Director: Gary Bloom. Designer: Khanh Pham. Store experience documentation: Torrent Consulting.
The Approach
Insight into ideas.
Ideas into experience.
Make the Content Structure Visible
Use navigation groupings and page hierarchy to connect ASCD’s books, publications, and professional-learning offerings.
Carry the Design Across Pages
Extend the visual system across homepage, interior, and mobile design work, coordinating with development within the three-month schedule.
Connect Discovery and Purchasing
Plan the store homepage, category listings, and product-detail experience as connected steps. Use wireframes and experience specifications to clarify navigation, product information, and ordering functions.
Selected Creative
A closer look
at the work.
The Result
Creative with
a clear purpose.
The initial ASCD.org redesign was delivered within the three-month project window described in the original portfolio account. The broader body of work includes website mockups and online-store wireframes, showing how content hierarchy, product discovery, and purchasing were planned across the ASCD digital experience.