Driving Impact Through UX: Rogue Heart Media Website Redesign
IMPACT
Following the redesign, site visits, inquiries, and email sign-ups increased, demonstrating the direct impact of a well-optimized user experience. By improving accessibility, refining content, and guiding the design agency with strategic UX recommendations, I helped turn the site into a more engaging and effective platform that better serves Rogue Heart Media's mission and community.
MY ROLE:
UX/UI Design Consultant | Tools: Figma, WordPress, Miro, Google Suite
I joined Rogue Heart Media while their website redesign was already 80% through the design phase with an external agency. Recognizing an opportunity to enhance both user experience and mission-driven outcomes, I stepped in to lead communications with the agency and drive UX-forward decisions that would better serve users and align with Rogue Heart’s purpose.
Cross-Functional Collaboration
Working closely with both internal stakeholders and the agency, I ensured that UX remained an impact driver throughout the design and development phases. My recommendations and proactive communication helped build a strong working relationship with the agency team, fostering collaboration and ensuring user-centered decisions aligned with Rogue Heart’s mission.
To ensure the website met both organizational goals and accessibility standards, I made over 80 UX/UI recommendations, including:
ADA Compliance
Contact Form & Newsletter Sign-Up – Enhanced accessibility by ensuring proper form field labeling and color contrast compliance. Also recommended adding a CAPTCHA to mitigate increased bot submissions post-launch.
Form Error Updates – I revised the top error message to sentence case with a friendlier tone, aligning it with the brand’s voice for a more cohesive user experience. To improve accessibility and usability, I enhanced contrast, ensuring error messages stand out clearly against input fields for quicker recognition and resolution.
Optimizing Work Sample Navigation & Layout
Before
The original portfolio page displayed only one work sample per row, making the page unnecessarily long and requiring excessive scrolling. Filtering used two dropdowns (Client Type & Service), adding unnecessary complexity and redundancy given the number of work samples we wished to share.
After
To enhance usability and visual accessibility, I recommended two key improvements:
Streamlined Filtering:
We simplified the filter to focus only on Client Type, eliminating redundancy.
Instead of a dropdown, I introduced a visible navigation bar with five client types. This provided immediate clarity on the types of clients we work with and allowed users to quickly switch between categories without additional clicks.
Rationale: Visible filters improve discoverability and encourage exploration, whereas dropdowns hide options and create cognitive load, especially when choices are limited.
More Efficient Layout:
I restructured the page to display two work samples per row instead of one. This retained a strong visual presence for each project while significantly reducing scrolling and improving content density.
Visual Consistency & Content Refinement
Some pages had inconsistent body text colors and sizes, affecting readability and visual cohesion. I standardized the site’s typography and replaced non-essential body text colors (orange, gold, sky, sea) with a consistent dark grey or white (on dark backgrounds), enhancing clarity and accessibility.
Additionally, I refined key website copy to improve readability and reduced the height of some images, making information easier to scan and digest, especially on mobile.
Conclusion
By balancing UX strategy, interface design, and content optimization, I played a key role in refining the Rogue Heart Media website into a higher-performing, more accessible, and mission-aligned platform.
Social Media Announcement Design
Social Media Announcement Design
