Smart

Bringing two websites into one shared experience

I led UX and experience strategy for Smartgroup’s rebrand and digital transformation, consolidating two major websites into a unified platform of more than 100 pages. The work brought employee and business journeys into a shared structure, supported by reusable design patterns and a reported usability score of 9.6/10.

My Role

UX & Experience Strategy Lead · Information Architecture · Prototyping · Design Systems

Client

Smartgroup Corporation

EnGAGEMENT

Contract through Muteo

Period

May 2024–May 2025

Bringing two websites into one shared experience

I led UX and experience strategy for Smartgroup’s rebrand and digital transformation, consolidating two major websites into a unified platform of more than 100 pages. The work brought employee and business journeys into a shared structure, supported by reusable design patterns and a reported usability score of 9.6/10.

Role

UX STRATEGY / UX DESIGN

Agency/Client

AKCELO / TELUS CA

SCOPE

Consolidated two websites and 100+ pages into a shared information architecture for the Smart platform.

100 + pages

Experience

Created distinct journeys for employees and businesses, with clear entry points to relevant content and industry-specific benefits.

2 AUDIENCES · 1 PLATFORM

Validation

Evaluated the proposed experience through usability testing, with a reported score of 9.6 out of 10.

9.6/10

01

THE TASK

Bring Smartgroup’s salary packaging and novated leasing websites together under the Smart brand. The platform needed to help employees and businesses find relevant information, understand available benefits and navigate their next steps within one consistent experience.

Design a versatile learning platform [Hub] tailored for the TikTok US market, supporting self-learning and live-course experiences. The platform [Hub] should address the specific needs of two distinct user groups, ensuring a personalised and engaging learning journey.

01

THE Task

Bring Smartgroup’s salary packaging and novated leasing websites together under the Smart brand. The platform needed to help employees and businesses find relevant information, understand available benefits and navigate their next steps within one consistent experience.

Design a versatile learning platform [Hub] tailored for the TikTok US market, supporting self-learning and live-course experiences. The platform [Hub] should address the specific needs of two distinct user groups, ensuring a personalised and engaging learning journey.

02

THE challenge

Two audiences with different needs

Employees and businesses needed distinct entry points and relevant content. The challenge was to make that distinction clear while maintaining a shared structure that was easy to understand and navigate.

More than 100 pages to organise

Consolidating two websites required an information architecture that could accommodate a substantial volume of content without carrying unnecessary complexity into the new experience.

Industry-specific benefits

Relevant benefits also varied by industry. Both audiences needed clear routes to the information that applied to them, without having to work through unrelated content.

Alignment across teams

The transformation involved product, marketing, technology and customer teams. Design decisions needed to balance customer needs, business priorities and implementation constraints while establishing a direction everyone could work towards.

02

THE CHALLENGE

Two audiences with different needs

Employees and businesses needed distinct entry points and relevant content. The challenge was to make that distinction clear while maintaining a shared structure that was easy to understand and navigate.

More than 100 pages to organise

Consolidating two websites required an information architecture that could accommodate a substantial volume of content without carrying unnecessary complexity into the new experience.

Industry-specific benefits

Relevant benefits also varied by industry. Both audiences needed clear routes to the information that applied to them, without having to work through unrelated content.

Alignment across teams

The transformation involved product, marketing, technology and customer teams. Design decisions needed to balance customer needs, business priorities and implementation constraints while establishing a direction everyone could work towards.

Approach & Methodology

03

THE Approach

Organising around audience needs

I shaped the information architecture and navigation around employees and businesses, giving each a clear starting point. Within that shared structure, tailored journeys helped people find content relevant to their audience and industry.

Making the experience tangible

I used prototypes to show how the proposed structure would work in practice. These helped stakeholders move beyond individual pages and discuss how people would find information and navigate across the platform.

Working through delivery

I worked within an Agile team across design, business analysis and development, aligning design decisions with product priorities and technical constraints. I also mentored a senior designer and helped shape the approach to key components.

04

Methodology

Information architecture and journey mapping

I structured the navigation around employees and businesses, mapping routes to relevant content and industry-specific benefits within a shared architecture.

Interactive prototyping

I used prototypes to explore navigation and make the proposed experience tangible, helping stakeholders align around how people would find information.

Usability testing

We tested the proposed experience to assess how easily people could navigate and find relevant information, with a reported score of 9.6/10.

Agile collaboration

I worked across design, product, business analysis and development to refine the experience, align priorities and address implementation constraints.

03

THE Approach

Landscape Analysis

We conducted extensive, cross-vertical research to identify best practices in digital ID experiences, focusing on enhancing visibility, building trust, and improving comprehension.

Human Centric Design

We empathised with three user types to understand their needs, motivations, and limitations at various touchpoints. This informed the design of intuitive and secure flows, enabling a seamless transition to digital ID creation for all user types.

Modular Design System

We adopted a white-label modular design approach to accommodate the Digital ID flows across the Telus brand ecosystem. This strategy ensured consistency in flow and design patterns while allowing brand-specific customisation and communication flexibility.

04

Methodology

Information architecture and journey mapping

I structured the navigation around employees and businesses, mapping routes to relevant content and industry-specific benefits within a shared architecture.

Interactive prototyping

I used prototypes to explore navigation and make the proposed experience tangible, helping stakeholders align around how people would find information.

Usability testing

We tested the proposed experience to assess how easily people could navigate and find relevant information, with a reported score of 9.6/10.

Agile collaboration

I worked across design, product, business analysis and development to refine the experience, align priorities and address implementation constraints.

05

THE Solution

Lorem ypsum

Walk-through screens highlight the key benefits and explain what the product is about.

We created an educational Walk-through; by highlighting the key benefits and possibilities what the product offers.

Clear audience entry points

The navigation distinguished employee and business journeys while keeping them part of the same platform.

Relevant paths to benefits

Industry-specific entry points helped connect each audience with the benefits and information relevant to their circumstances.

A reusable design foundation

I directed the design system and component patterns to support consistency across the platform and provide a foundation for future content and experience development.

A phased path to implementation

I helped shape the transformation and rollout strategy, using prototypes and experience artefacts to align teams as the work moved from concept towards implementation

05

THE Solution

Lorem ypsum

Walk-through screens highlight the key benefits and explain what the product is about.

We created an educational Walk-through; by highlighting the key benefits and possibilities what the product offers.

Clear audience entry points

The navigation distinguished employee and business journeys while keeping them part of the same platform.

Relevant paths to benefits

Industry-specific entry points helped connect each audience with the benefits and information relevant to their circumstances.

A reusable design foundation

I directed the design system and component patterns to support consistency across the platform and provide a foundation for future content and experience development.

A phased path to implementation

I helped shape the transformation and rollout strategy, using prototypes and experience artefacts to align teams as the work moved from concept towards implementation.

FROM TWO WEBSITES TO ONE SHARED STRUCTURE

Bringing 100+ pages into a consistent information architecture, with distinct journeys for employees and businesses.

BEFORE

Two websites. Separate structures.

Simplified original sitemaps, grouped to show the scope of the consolidation.

AFTER

Two audiences. One connected experience.

Simplified view of the platform, showing key navigation and content groups.

LOW-Fi Wireframes

ID MANAGEMENT - SELECTED FRAMES

or add from media libraryLibrary

Uploading file 1 of 3

01

Making vehicle discovery clearer

As part of the Smartgroup transformation, I reviewed the Latest Deals experience to identify opportunities to improve vehicle discovery and the path to enquiry.

The audit highlighted unclear calls to action, limited visibility of electric vehicle options and opportunities to improve browsing on mobile. These observations informed explorations of the deal listing, vehicle cards and offer details.

We Developed 30+ user flows across channels for ID creation, login, recovery, and identity management.

02

Helping customers find a relevant offer

I explored category tabs for browsing all offers, electric cars and popular cars, supported by consistent vehicle cards showing key details and fortnightly pricing.

For customers who hadn’t found a suitable offer, the designs introduced further discovery routes through vehicle search, popular searches and a quiz entry point. Desktop and mobile layouts adapted these elements to different screen sizes while retaining a consistent approach.

.

We Developed 30+ user flows across channels for ID creation, login, recovery, and identity management.

03

From offer details to a personalised quote

The offer page brought vehicle information, indicative pricing and included running costs into one journey, with clear options to request a quote or speak to the team.

I designed the enquiry form alongside the pricing summary on desktop and in a stacked sequence on mobile, keeping the offer information available as customers considered their next step.

.

We Developed 30+ user flows across channels for ID creation, login, recovery, and identity management.

01

Making vehicle discovery clearer

As part of the Smartgroup transformation, I reviewed the Latest Deals experience to identify opportunities to improve vehicle discovery and the path to enquiry.

The audit highlighted unclear calls to action, limited visibility of electric vehicle options and opportunities to improve browsing on mobile. These observations informed explorations of the deal listing, vehicle cards and offer details.

We Developed 30+ user flows across channels for ID creation, login, recovery, and identity management.

LOW-Fi Wireframes

ID MANAGEMENT - SELECTED FRAMES

01

USER JOURNEY's

We outlined 5 unique user journeys from the 30+ flows, encompassing ID creation, login, recovery, and identity management.

01

USER JOURNEY's

We outlined 5 unique user journeys from the 30+ flows, encompassing ID creation, login, recovery, and identity management.

ID CREATION

Selected Journeys

RECOVERY

Selected Journeys

IDENTIFICATION MANAGEMENT

Selected Journeys

07.1 Course/Overview

Dashboard - Managed Creator (T1)

07.1 Life Events/Overview

07.1 Live Events/Events

07.2 Live Events/Upcoming

07.3 Live Events/Planned

07.1 Live Events/Events

07.2 Live Events/Upcoming

07.3 Live Events/Planned

Courses - Creators (T1/T2)

08.1 Course/Flow

08.1 Course/Start

08.2 Course/Progress

08.3 Course/Accomplished

08.1 Course/Start

08.2 Course/Progress

08.3 Course/Accomplished

06

Bringing the experience together

The project consolidated two major websites into a unified 100+ page platform, bringing audience navigation, industry-specific content and reusable components into one shared experience.

My contribution connected experience strategy with hands-on design and cross-functional delivery, helping the team move from a complex content landscape to a coherent direction for Smart.

Nearly a third of Canadians will engage with the EverySave experience. Spearheading the design with the Akcelo team, I collaborated across three time zones from Sydney, Australia, to Vancouver, Canada. A huge thank you to Aleks, Alex, Cam, and Jason for their outstanding support.

06

Bringing the experience together

The project consolidated two major websites into a unified 100+ page platform, bringing audience navigation, industry-specific content and reusable components into one shared experience.

My contribution connected experience strategy with hands-on design and cross-functional delivery, helping the team move from a complex content landscape to a coherent direction for Smart.

Nearly a third of Canadians will engage with the EverySave experience. Spearheading the design with the Akcelo team, I collaborated across three time zones from Sydney, Australia, to Vancouver, Canada. A huge thank you to Aleks, Alex, Cam, and Jason for their outstanding support.