final draft website redesign
As Final Draft's goals shifted, we found ourselves evolving the brand—starting with a new website that will not only launch their rebrand and new product offerings, but increase conversion rates as well.
I had the privilege of leading the redesign initiative, establishing the core design system and components across 13+ pages during Q3 & Q4 '25. I worked closely with cross-functional partners on strategy as well as our developer agency to execute the designs. This project is being executed in phases and is ongoing.
The initial website lacked a unique brand POV and felt over saturated and dated. Areas of the website didn't meet accessibility standards nor observe UI best practices, resulting in a clunky user experience and conversion. While mobile visitors comprised nearly 50% of web traffic, consistent and responsive design was not prioritized.
Without a dedicated copywriter or content strategist, messaging missed the mark and was written with a captive audience in mind instead of providing value up front.
We redesigned in dark mode to better appeal to screenwriters and technical audiences and differentiate from competitor sites. The overall look is more modern, and observes WCAG accessibility guidelines and UI best practices for an enhanced user experience.
We examined web analytics to audit content and re-strategized the most valuable content for our visitors with the goal of higher engagement and lower bounce rates.
