Redesigning Syndio's Online Presence

Syndio created a SaaS product which aims to eradicate pay disparities in the workplace by creating equality in how minorities are paid, thus helping companies avoid litigation.

My role as Creative Design Lead was to help improve upon the product’s UX/UI and design new features. I also project managed and redesigned the website and all associated marketing materials. Lastly, I created the look-and-feel, voice and brand of Syndio, which I incorporated in all designs, including marketing and advertising materials.

  • Creative Direction
  • Project Management
  • Sketch + Invision
  • Photosop + Illustrator
  • Responsive Design

The Redesign

As part of the website redesign, I needed to convey the importance of Syndio’s purpose to visitors. To achieve this, I positioned purpose content “above the fold”, including details about what Syndio offers, along with a primary CTA with striking imagery. I also wanted to evoke trust in the company, and did so by showcasing a roster of clientele along with supporting information about Pay Equity. I also wanted to achieve a clean design and allow the content to stand out - I did this through the use of spot coloring.

I worked with the Syndio team to establish the design and then managed a team of developers, QA specialists, motion graphic artist, production artists and marketing/copy editors.

The Sitemap

To start, I needed to map out the entire digital experience. This included accounting for products that were in production, but hadn't launched yet.

The Wireframes

Wireframing the layout came next. I knew we needed to position key information and trust upfront - so I used the hero area to use key art that we had a local NY agency photograph to represent syndio ideas in an abstract way. Lastly, I wanted to use parallax animation as the user scrolled to have highlighted information reveal itself about the product benefits.

The Designs

With all the planning completed and approved, I moved into the design phase. During this phase, I worked closely with the developers to ensure everything we were outlining wouldn't create hiccups once the designs were handed off.

I have been working with closely Heather for more than a year and she has made it both extremely productive and fun. Heather is incredibly creative and equally organized (which is helpful in managing so many different projects). She's diligent and thoughtful - taking time out to help me understand the process behind her creativity, which I sincerely value. Her acute eye for design is evident in her amazing work.
— Ana Anttonen, Syndio

© 2020 Heather Stickell. all rights reserved.