Enterprise site redesign


As its IPO approaches, Avalara is faced with the challenge of updating its online image. It had outgrown its earlyTiki-influenced design concept and wanted to project the image of a mature but energetic company ready for prime time. Consulting with brand and marketing specialists, as well as our in-house designers, we produced a number of concepts for a future web presence.

I provided creative direction for this project. I combined comptetitive design analysis of our partners and competitors with conversion performance metrics to specify design patterns that will satisfy customers while remaining sustainable and scalable from a production standpoint.