With the goal of instilling confidence in online interactions, I led the digital extension of 123w's rebranding effort through a robust redesign of GeoComply’s product site. This involved restructuring the site’s architecture to provide more meaningful touchpoints in the customer journey and creating an extensive design system that enabled their internal team to more easily optimize and scale the site post-launch.

GeoComply offers a range of security products, each of which focused on providing very specific insights & features and were aligned to unique industries (ie. gaming/ online betting, streaming, eComm, currency exchange, etc.). We developed distinct customer personas that aligned to industry and role as well as more general ones based on GeoComply brand (eg. job seekers, investors). The validation points for each persona were used to create clear pathways to product discovery, and a content strategy and nav structure that ensured information for customers that were further down the conversion funnel was easy to find.