Plastiq (plas·[tic])
I worked on the New Acquisition team at Plastiq, where I focused on projects related to acquiring new users through the Marketing site. My responsibilities included collaborating on the SaaS implementation, creating the site information architecture, updating the site to be ADA compliant, and building and implementing a design system with a module library for the Marketing site.
I collaborated closely with a Product Manager, Engineers, Marketing and Sales, and an in-house Copy Writer to test, enhance, and evolve the experience for new users.
Content Hub
I collaborated with the Marketing Team to develop a project that would improve Plastiq's SEO and establish the company as a trusted financial institution. Using the requirements provided by a third-party SEO company, I created an information architecture (IA) strategy to build a content hub that could eventually be integrated into the mega navigation. I worked closely with the Engineers to develop a taxonomy system for the CMS, which enables the Marketing team to organize content based on subject, type, product, and category.
Although only a portion of the project has been launched, I believe that the Plastiq team will have the necessary tools to continue evolving the project in the future.
Role: Lead UX & Designer
SaaS Model
I collaborated with the Marketing and Product teams to develop a Plastiq SaaS model, with the goal of moving the company further into the B2B space. Through a year-long process of strategizing and testing, we explored different pricing, design, and copy options to better understand the ideal customer profile (ICP). Once the ICP was established and clear KPIs were defined, we launched the SaaS model with the Northstar concept.
Role: Lead UX & Designer
Marketing Website
The latest marketing website was a collaborative effort involving all Product Design Leads. The team gathered requirements from Sales, utilized metrics from a previous site launch to inform the rebranding process, and worked closely with a Copy Writer to develop a strategy for the key pages of the site.
Role: Designer and Lead UX
Lead Designer: Omar Tavarez
Component and Module Libraries
As part of my role with Plastiq, I collaborated with the Engineering team to create a module library that could be used within the CMS, enabling the Marketing Team to easily build future campaigns or landing pages. I audited the existing site and established a numerical and naming convention for each module on the site, which were added to the Figma Library and CMS.
I created a system for adding new modules to the library, including their specifications and business requirements, which made handoff to Engineers easy and self-explanatory. The library also provided the Marketing team with a better understanding of which modules to use for specific copy and various specifications, such as image size.
Role: Lead Designer and UX
