Elevated product and catalog pages with a design system-driven approach that reflects the Sallie brand and enhances user engagement.
The product and catalog pages have performed well over the years, but they hadn’t received a comprehensive update in quite some time. This presented an opportunity to lead a user-centric redesign that not only modernized the experience but also reflected Sallie Mae’s refreshed brand identity, Sallie. Leveraging the new design system, we were able to unify visual language, streamline interactions, and create consistent, scalable components across the pages. The effort combined strategic storytelling, thoughtful UX, and elevated visual design to ensure the redesign resonated with users while reinforcing the refreshed brand across every digital experience.
Phase 01: 4 weeks to concept, design, and test
Through comprehensive research, three key themes were identified that align with user needs: building trust, offering personalization, and reducing clutter. By incorporating white space, consistent branding, relevant data, and personalized elements, we successfully addressed these priorities.
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This phase focused on crafting detailed inspiration boards and performing a thorough competitive audit, all while collaborating closely with both our content authoring and research teams to ensure strategic alignment and creative cohesion.
The insights gained from the audit allowed us to identify elements we could eliminate or refine in our own experience. -
With discovery complete, our objective was to develop 2–3 concepts that leveraged the existing design system while introducing new, enhanced components featuring motion and interactive elements. The central challenge was finding the right balance—determining how much information to present without overwhelming users, while harmonizing the emotional journey with trust-building to encourage the next step: completing an application.
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After integrating feedback, we advanced two refined concepts for user testing. This allowed us to quickly assess whether users could find the information they needed, understand it, and feel confident taking the next step in the application process.
With the design system in place, the process was streamlined, allowing for rapid iteration and efficient refinements. -
With a clear direction established, we will consolidate all feedback into a final working prototype, conduct user testing to refine it further, and share both the prototype and key findings with executives for alignment.
Testing and Iteration: Students responded positively, while requesting more depth in the content narrative.
Product and category landing pages are at the heart of a successful e-commerce experience. They drive conversions by delivering targeted, relevant information, simplify the buying journey, and amplify sales by aligning with broader marketing initiatives. Product pages focus on a single item, highlighting its benefits to inspire action, while category pages curate a range of offerings, empowering customers to explore, compare, and self-select based on their unique needs and preferences.
Discovery
During the discovery phase of the product pages, our goal was to create experiences that drive business success while delivering value to users. Paired research with internal stakeholders and prospective customers revealed key pain points, opportunities, and behavioral insights. By understanding how users interact with content and what motivates their decisions, we laid the groundwork for product pages that communicate business value while providing clarity, guidance, and trust—helping users feel confident and empowered throughout their journey.
Audits
Auditing other experiences is a critical step in the creative process, providing insight not only into competitors’ approaches but also into comparative benchmarks across industries. By analyzing how others solve similar challenges, we uncover opportunities to differentiate, elevate, and refine our own experiences. This process ensures that design decisions are informed, strategic, and grounded in context—helping teams create solutions that are both innovative and aligned with user expectations while maintaining a competitive edge.
Initial research findings
Concept testing is an essential step in evaluating how proposed ideas resonate with target audiences before full development. It validates assumptions, identifies potential challenges, and informs refinements to messaging, design, and functionality. In our case, the findings reinforced the strength of our research and upfront strategy, demonstrating that the design system effectively supported the experience, while highlighting opportunities to enhance more robust content areas.