UX CASE STUDY

The Art of Smart Thought Leadership Hub

Year: 2023
My Role: UI/UX Lead, Strategy and Design
Client: Crowe Global

Crowe Global’s The Art of Smart Thought Leadership Hub was redesigned to modernize landing and article experiences while supporting global content authors publishing within a shared Sitecore CMS environment. The goal was to improve discoverability, engagement, and conversion while ensuring pages were responsive, modular, and easy to maintain across regions and author skill levels.

The work focused on refining information architecture, introducing new CMS-friendly modules, and validating designs directly within Sitecore to support long-term scalability and efficient content management.

Process

thought leadership homepage

Design & Sitecore-Ready Solutions

  • Redesigned landing and article page layouts to improve scannability, clarity, and visual hierarchy while aligning with global brand standards.

  • Enhanced jump links, filters, tag links, and social components to surface trending content and support multiple content pathways.

  • Introduced new modular components designed to work within Sitecore constraints and across global firm needs.

  • Used Ceros to prototype interactive elements and layouts for rapid iteration before Sitecore implementation, reducing development rework.

  • Added strategic call-to-action sections to support conversion goals without disrupting editorial workflows.

  • Ensured all designs were responsive and adaptable across desktop, tablet, and mobile breakpoints.

snapshot of webpages

Research & Author Insights

  • Conducted competitive analysis to benchmark thought leadership hubs and identify opportunities for differentiation in navigation, tagging, and content discovery.

  • Partnered closely with the Global Content Author team to understand pain points related to page maintenance, tagging, and ongoing updates within Sitecore.

  • Used author feedback to inform layout decisions, module behavior, and content hierarchy—prioritizing ease of use post-launch.

interactive designs on laptop and mobile

Testing, Validation & CMS Usability

  • Tested redesigned pages and interactive components to validate usability, clarity, and responsiveness across devices.

  • Reviewed designs within the Sitecore authoring experience to ensure modules behaved predictably and were intuitive for content authors.

  • Gathered feedback from content authors and end users to refine layouts, tagging behavior, and navigation patterns prior to rollout.

Outcomes

Results

The redesigned landing page and articles increased user engagement by offering quick access to trending content and providing a more inclusive, multilingual experience. Key results:

  • Improved user interaction and positive brand feedback.

  • Enhanced content author efficiency with quicker updates.

  • Increased visibility of popular content.

Reflections

This project reinforced the importance of designing thought leadership experiences that balance editorial flexibility with CMS realities. Testing layouts and modules within Sitecore—and incorporating content author feedback early—ensured the hub was not only engaging for users, but also sustainable and easy to manage for global teams.