Capitalize Website Redesign
Capitalize is a financial software company focused on helping users manage and optimize their retirement accounts.
Client
Capitalize
Year
2021-2023
Services
Web Design, WordPress Development, Front-End Development, A/B Testing
Technologies
Wordpress, HTML, PHP, Tailwind CSS/SCSS, JS, ACF, Figma
Project at a glance
Bringing a new brand to life.
Supported Capitalize’s rebrand by translating its new visual direction into a flexible WordPress experience built to support evolving products, marketing initiatives, and experimentation.
Brand evolution
Translated Capitalize’s refreshed visual identity into a cohesive, responsive website experience.
Cross-functional collaboration
Partnered closely with the Lead Software Engineer and internal teams to bring new website experiences from concept through implementation.
Flexible content system
Built reusable WordPress components and templates that supported new pages, posts, and ongoing marketing needs.
End-to-end execution
Developed A/B testing experiences and supported ongoing website updates, debugging, performance, and SEO.
The challenge
Capitalize was evolving its brand and product experience, but the existing website no longer reflected its new visual direction or provided the flexibility needed to support changing marketing and product needs.
The challenge was translating the refreshed brand into a scalable WordPress experience while maintaining consistency across new pages, content, and experiments. The site needed to give the team greater flexibility to evolve quickly without sacrificing usability, performance, or brand cohesion.
Before and after: The website evolved alongside Capitalize’s rebrand, introducing a more distinctive visual system and flexible foundation for new content and experiences.
My approach
I worked closely with Capitalize’s Lead Software Engineer to translate the evolving brand and product needs into a flexible WordPress experience, focusing on reusable development, responsive implementation, and continuous iteration.
Align & plan
Collaborated with the Lead Software Engineer and internal teams to understand design requirements, technical considerations, and priorities for new website experiences.
Design & develop
Translated provided designs and brand direction into responsive WordPress experiences using ACF, Tailwind, PHP, JavaScript, and reusable components.
Build for flexibility
Strategically built reusable templates and components around how content would be managed and expanded over time. For the Learning Center, I structured templates to support different resource types while maintaining a consistent experience.
Test & optimize
Supported A/B testing, ongoing website updates, debugging, performance improvements, and SEO as the website and business continued to evolve.
Rebrand implementation
Translating the new visual direction
Worked from Capitalize’s evolving design system to translate typography, color, iconography, interactive components, navigation, and data visualizations into reusable, responsive website experiences.
Design system
Blog template system
Experimentation
Testing and iterating
Built A/B test variations to help evaluate different homepage experiences and refine the customer journey, translating design concepts into responsive WordPress experiences aligned with Capitalize’s design system.
The outcome
The updated website brought Capitalize’s refreshed brand to life through a more cohesive and responsive digital experience. Reusable WordPress components gave the team greater flexibility to launch new content and experiences, while ongoing testing and optimization supported the website as product and marketing priorities evolved
Stronger brand consistency
Translated the refreshed visual direction into a cohesive experience across new pages and content.
More flexible development
Created reusable components and templates that made it easier to expand the website while maintaining consistency.
Continuous optimization
Supported A/B testing, SEO, performance improvements, debugging, and ongoing development as the website evolved.
The result was a more scalable digital foundation that could evolve alongside Capitalize’s brand, products, and marketing needs.
What I learned
Working at Capitalize gave me more experience collaborating closely with engineering and translating an evolving design system into production-ready website experiences. I learned a lot from working with the Lead Software Engineer, especially around building reusable components and finding solutions that balanced the intended design with technical requirements.
I also gained a deeper understanding of the fintech industry and how A/B testing, SEO, and ongoing optimization can help a marketing website evolve alongside changing brand and marketing needs.
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