Intellective
Software-as-a-service (SaaS) mid-sized company Intellective hired me for a 6-month consulting contract as a design lead and team director to help with rebranding, marketing design, UX/UI and operational strategy. As one of ServiceNow's top development partners, Intellective needed someone with a fresh eye but deep understanding of enterprise UX and UI design.
Operational strategy, marketing design, digital branding and social media marketing
Client
Intellective
Timeline
6 months
Location
Remote
My role
I was called in as a consultant for my Principal Designer skills as well as my product development and operational strategy background in FinTech and Amazon. I led the design team for 6-months, partnered with Dev and Product managers, and was the primary source of marketing deliverables for the contract.
The challenge
Intellective is a very lean SaaS company that offers 2-3 platforms built on top of ServiceNow to give large corporations a better, more usable intranet and employee portal.
With 95% of the company focused on engineering capabilities and solutions, the CEO reached out to me to help enliven its somewhat outdated brand, create a fresh marketing approach to all things digital and to also prepare for a major ServiceNow conference summer 2025.
With very little design system other than some component libraries, a barely existent visual language, and the need to highlight the awesome features offered by Intellective's software suite, they needed someone with very senior design and product development skills.
My process
As a "fractional" Principal Designer for Intellective, I consulted at 20-hours per week for 6 months for the company. My process at Intellective started with a very thorough kickoff and discovery workshop with the client.
Post-Discovery, I broke the work down into the following categories:
UX/UI Support - Meeting with the CEO engineering teams, a program manager, and the design team, I leveraged both an Impact/Effort matrix of the work to tackle also based on the MoSCoW system (must have, should have, could have, won’t have). My deliverables varied from in-depth enterprise SaaS UI design and consultation, usability audits within ServiceNow, and recommendations for improvement of the Intellective platforms built upon ServiceNow.
Marketing UI - As shown below, a lot of my efforts were focused on marketing deliverables including a full rebrand, environmental design for the ServiceNow Knowledge Conference including large booth graphics, promotional motion graphics and video, and multiple variations on a full web redesign.
Operational Strategy - As the company had almost no HR or hiring staff, I built an entire strategy around writing descriptions, interviewing, portfolio reviews, and ultimately, hiring. I leveraged secure AI tools to help me with this as we had over 600 applicants in two days.
Marketing Design & SaaS UX/UI
Working directly with the Intellective CEO, I provided two separate directions for the web redesign and development of the Intellective site, which is a major part of their sales funnel. Ensuring it provided a modern aesthetic while still keeping the content super simple and legible was a challenge I met head on. Utilizing a mix of Swiss grids and "bento box" design, these are the sleek UIs I designed, prototyped, and developed for the client in both Webflow and HubSpot.
Branding & Social Design
I rebranded Intellective with a logo refresh, new type system, color palette and then applied this to a plethora of both print and marketing collateral.
