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Overview

Design

Results

Overview

Design

Results

Product Website

Fable, 2022 – 23

Reimagining Fable's Product website

Product Website

(About)

In early 2022, we set off to reimagine Fable's brand and visual identity to better reflect the tool's evolving capabilities and audience. The product website redesign and development served as one of the integral pieces in bringing the new vision to life, helping us showcase Fable's features to the world.

I acted as a lead designer on this project, designing every page of the website, creating product illustrations and content, building out the web design system and components, and collaborating with the Creative team to seamlessly integrate Fable's new brand identity across every surface.

(Role)

Web design
Visual design

Illustration
Front-end support

Design highlights

The homepage was completely reimagined to highlight the value propositions of Fable, and serve as a jumping off point to dive deeper into specific features.

The homepage was completely reimagined to highlight the value propositions of Fable, and serve as a jumping off point to dive deeper into specific features.

Feature pages were designed to provide detailed explanations and previews to help users take advantage of Fable's powerful capabilities.

Feature pages were designed to provide detailed explanations and previews to help users take advantage of Fable's powerful capabilities.

The pricing page, and similar logistical pages, were simplified and redesigned to provide potential users with up to date and accessible details regarding Fable.

The pricing page, and similar logistical pages, were simplified and redesigned to provide potential users with up to date and accessible details regarding Fable.

The Lean Hub showcases user-facing documentation and tutorials to communicate complex animation and design concepts aimed to help Fable users easily discover solutions to their motion questions.

The Lean Hub showcases user-facing documentation and tutorials to communicate complex animation and design concepts aimed to help Fable users easily discover solutions to their motion questions.

Aside from designing all the website pages, I also created a comprehensive system of reusable components to make it easy for anyone in the org to iterate on any future content.

Aside from designing all the website pages, I also created a comprehensive system of reusable components to make it easy for anyone in the org to iterate on any future content.

(Outcome)

The new website allowed us to better represent Fable as a tool and showcase its unique value prop and features. Developing the site using a build-block structure also saved us time and energy during future iterations by making it easy to swap sections and content.

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Monthly Challenges

Monthly Challenges