2023

Design Systems

Branding

UX Design

Speedo

Speedo

Speedo

Optimizing conversion rates for the world's leading swimwear brand

Teal Flower
Teal Flower
Teal Flower

My Role

I served as the primary UI designer on the BMG360 team servicing Speedo, creating an internal design system and pattern library based on their brand guidelines and designing several landing pages.

Overview

Speedo is the world's leading swimwear brand. They partnered with Thesis/BMG360 for their landing page, conversion rate optimization, and creative statics services.

Challenge and Constraints

The primary challenge for the Policy Paul platform redesign lay in elevating the initial design and brand, which lacked credibility and modern appeal.


It featured an array of non-harmonious blues, with two dominant secondary colors vying for attention, and a limited inclusion of neutrals for constructing and layering compositions and UI elements.


The team's hypothesis was that the original aesthetic fell short of conveying trust and legitimacy, hindering user confidence and therefore leading to less leads and more unpleasant user journeys.


This project was a major effort across multiple channels with a tight deadline. On the design side, we needed to iterate quickly while laying down the foundations of the design system in a deliberate but flexible way, allowing for future growth.