Team

When I joined, the team was already in place which helped speed up the process a lot. The project team consisted of a mix of internal experts and web experts from YourMajesty, the agency we worked with:

• 1 product owner (me)

• 2 developers

• 2 designers

• 2 copywriters

• 5 regional marketers

Scope & requirements

A complete redesign of e-flux.io was in scope. However, this can mean anything and everything so we had to put some constraints:

New design system with +- 30 modules

• New mega menu navigation

• Create +- 10 use case pages

• Create +- 5 partner pages

• Redesign all other existing pages

• Create +- 10 core animations

• Create a stylized library of product assets

• Migration from WordPress to Storyblok CMS

• Migration from Gravity forms to Jotform

• Migration from old to new hosting provider

Anything not included in this list was deemed out of scope. I captured this in a requirement doc (PRD). P.S. You can find my personal template here.

Design

We started by creating wireframes based on the requirements. After a few feedback rounds, we had nailed down the core flows and UX decisions for the navigation, homepage, product page, partner page, use case page, and pricing page.

Once we were happy with the wireframes we moved on to creating the prototypes. Assets were only created later once the final copy was signed off.

Copy

From there we created a first copy doc draft. The agency were only responsible for writing the copy for a few key pages that would serve as reference. The rest of the copy was written by our internal experts and localized in batches.

Technical setup

During the design process, we prepared for the CMS migration. I audited and cleaned up our WordPress account and made a migration checklist. Together with the developers, I then set up the new Storyblok CMS to match our technical requirements.

Development

Once the designs were signed off, we proceeded with development. This included creating +- 30 custom modules (including variations), the mega menu navigation, and some custom Storyblok integrations like Google Sheet 301 redirect & href alternatives docs. The development & QA went very smoothly. It took just about 1 month.

Asset creaion

Initially we planned to stick to static assets but in the design process we realized animations were necessary to bring the site to life. This change in scope ended up delaying the launch of the project by a few weeks but it was a conscious and weighted decision that was worth it.

Our agency created 8 stylized product animations used throughout the website. Using those as visual references, we internally created the remaining 100+ assets that we needed for all pages across the website.

CMS setup

As always, putting everything together in the CMS was a ton of work. I set up the International website locale and then the regional marketers duplicated it and set up the regional locales.

One learning for next times is to only do this duplication & localization effort when the International (or reference) locale is fully done.

I ended up spending a lot of time going back and making a bunch or large and small changes across all locales throughout the QA period.

The last piece of the puzzle was to localize all the product assets and then implement them across all locales. Having a clear naming convention and file organization in the CMS was key to make this process efficient.

Launch

On May 14, 2024, we flipped the switch on e-flux.io. The launch was very smooth.

For a week post-launch we were fully focused on collecting feedback and fixing all top-priority bugs (around 110).

The general feedback was super positive both internally and externally. The site performs much better, is more user-friendly (particularly huge improvements non mobile) and user-centric, is a lot more stable, and has a much more scalable structure.