Designer - Web | Graphics | UX/UI
Elizabeth Jung
Designing a structured, user-centered website experience
through client collaboration
Who is Elizabeth Jung?
Elizabeth Jung is a consulting professional with a background in political fundraising and advocacy. She needed a website that clearly communicated her brand and services while providing a seamless experience for users.
I partnered directly with the client to design a cohesive, user-centered website, translating her goals into a structured and intuitive digital experience.
Short on time? Jump straight to the prototype
The Challenge
The existing experience lacked:
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Clear structure and navigation
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Strong content hierarchy
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A cohesive user flow
The goal was to: Create a streamlined, easy-to-navigate experience that effectively communicates the brand and supports user engagement
My Role
I worked closely with the client throughout the project, leading:
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UX structure and information architecture
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Visual design
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Iteration and refinement based on feedback
My role focused on translating abstract ideas into a functional, user-friendly system.
Approach
The project followed a collaborative, iterative process to ensure alignment with both user needs and client goals.
Key considerations:
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Simplify navigation to reduce friction
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Establish a clear content hierarchy
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Create a flexible structure for future updates
Regular check-ins allowed for:
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Continuous feedback and alignment
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Faster decision-making
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Incremental improvements throughout the process
How It Works
The final website is structured to guide users through a clear and intentional journey:
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Immediate understanding of the brand and value proposition
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Clear navigation to key content and services
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Defined paths to engagement or contact
Key improvements:
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Simplified navigation to improve usability
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Organized content into clear, digestible sections
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Designed modular layouts to support scalability
The result is a goal-oriented system that helps users quickly understand and engage with the brand.
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Key decisions:
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Prioritized clarity and usability over complex visual interactions
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Focused on core pages before expanding scope
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Structured content to improve readability and flow
Tradeoff:
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I chose to keep the experience simple and focused rather than introducing additional features, ensuring the site remained clear and effective.
Design
Brand Style Guide
Elizabeth’s brand style will focus on blue tones, per her direction. Since she wants the client to feel ‘calm’ on her site, the blue will play nicely into that. I decided to use a monochromatic color palette, ranging from a dark, serious navy blue to a lighter, more feminine dusty blue.
For the fonts and logo, I wanted to use the juxtaposition of a serious, strong, serif font with a feminine, beautiful script font to showcase her ‘touch of shine’.
Icons for the site will play to Elizabeth’s adjectives of simplicity and sophistication, with thin lines and a simplistic, straightforward design.
Prototype
The redesigned experience provides a more structured and intuitive digital presence that better supports both user needs and client goals.
It improves:
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Clarity of information
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Ease of navigation
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Overall user engagement
Using Figma, I built an interactive prototype.
Click the button below to view Elizabeth Jung's desktop website prototype.
Outcome
Reflection
This project highlighted the value of:
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Strong collaboration and communication
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Iterative design and continuous feedback
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Balancing multiple perspectives in decision-making
It strengthened my ability to translate client needs into thoughtful, functional digital solutions
