Zendesk
Our site refresh for Zendesk Newsroom serves a specialized niche
Overview
Zendesk approached Message Lab with a familiar conundrum: their publishing properties had proliferated (an inactive blog here, a stream of press releases there) and needed to be centralized and reconceived with strategic purpose. We conceived of new digital hub that would streamline these assets while serving as a repository for journalists: Zendesk Newsroom.
My role
I was design lead on the Zendesk account at Message Lab. I led design presentations for the client, created wireframes and site layouts, and served as Message Lab’s expert on Zendesk’s ‘Greenhouse’ design system.
View the work
Discovery process & UX work
Our discovery process included questionnaires and live interview sessions where the Message Lab team investigated the client's challenges and potential solutions. What we discovered was an opportunity to merge existing properties in a single location meant to serve the needs of journalists who sought to cover Zendesk. From there, we conducted interviews with journalists, and generated a series of primary, secondary and tertiary user personas (example below).
Targeting a niche
We generated sitemaps and content priority guides that determined categorical structure (Company, Culture, Community, CX innovations) that served our audience.
An iterative process
I worked with Zendesk's design system, Greenhouse, creating Figma layouts that gradually increased in fidelity from rough wireframes (see examples below) to high-fidelity designs. I presented our work to the client in a series of design rounds until we arrived at a final layout that balanced the client's business goals with user-centered design strategy.
