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sarah ivey

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research, brand Identity & Web Design

AR & AI

arraiy -

Virtual production

timeline:

8 weeks

Tools used:

Adobe XD, WordPress, Elementor, google hangouts

deliverables:

Competitive Comparative Analysis, brand voice,
 5 Page Website


Overview
Arraiy, a computer vision platform, approached us to refine their landing page experience. The goal was to create a digital presence that not only communicated their innovative product clearly but also aligned their brand voice, visual identity, and user experience into a cohesive story.

My Role
Lead UX Designer - responsible for facilitating workshops, conducting research, defining the foundation for the redesigned site architecture and brand expression, and the designs for the new website.

view prototype

The Process

qualitative research & comparative analysis

Analyzed 6 competitor sites to identify patterns, UX expectations, and opportunities, guiding design strategy and site structure.




Brand voice & Personas

Established a  brand tone framework that unified messaging across all communications, and 
drafted personas for audience targeting and internal alignment.

wireframing &
page compostition

Designed foundational wireframes to establish clear information hierarchy, intuitive layout, and logical user flow. Focused on aligning structure with user goals and supporting seamless transitions into high-fidelity design stages.



responsive web design

Designed flexible layouts that deliver seamless experiences across devices, prioritizing speed, simplicity, and accessibility.



copywriting

Wrote clear, conversion-focused copy for homepage and service pages, striking a balance between professionalism and warmth to build trust and encourage action.



solutions & Deliverables

The outcome of this engagement was a clear foundation for Arraiy’s website redesign. Through research, structured workshops, and collaborative exercises, we established alignment on brand voice, audience needs, and site architecture, ensuring the next phase of design and development was both efficient and strategically grounded.

  • Defined brand tone and messaging framework
  • Provisional personas with goals, pain points, and scenarios
  • Initial sitemap and landing page architecture
  • UI design for Home, Events, About, Contact, Blog, Lead Gen Pages
  • Branding workshop outputs covering purpose, personality, and values