final draft website redesign
As Final Draft's goals evolved, I helped steer a major brand transformation — starting with a new website designed to launch their rebrand, showcase new product offerings, and drive higher conversion rates.
I led the redesign initiative end-to-end, creating the core design system and components across 13+ pages during Q3 & Q4 '25. I worked closely with cross-functional partners on strategy and refining page layouts as well as design hand-off to the developer agency.
The initial website lacked a unique brand POV and felt oversaturated and dated. Several areas did not meet accessibility standards or observe UI best practices, resulting in a clunky user experience and lower conversions. While mobile visitors comprised nearly 50% of web traffic, consistent and responsive design was not prioritized.
Without a dedicated copywriter or content strategist, messaging often missed the mark and was written for a captive audience rather than providing value up front.
The site was redesigned in dark mode to better appeal to screenwriters and technical audiences and differentiate it from competitor sites. The overall look is modern, and adheres to WCAG accessibility guidelines and UI best practices, creating an enhanced user experience.
We examined web analytics to audit content and re-strategized the most valuable material for visitors with the goal of increasing engagement and reducing bounce rates.
