User Research | Creative Direction | IA | UX/UI Design
2016 | Agency: Siteworx

Following the acquisition of EGS, Alorica needed of a fresh, unified online brand experience to bring everything together under β€œOne Alorica.”


Project Goals

  • Unite Alorica & EGS brands under one unified Alorica brand

  • Redesign website to reflect new brand, leadership and core services

  • Establish a new area for industry news and thought leadership

  • Simplify the authoring experience in WordPress


  • We conducted a Calibrate Session where I identified key user journeys based on specific user personas that would drive the overall content strategy

  • We conducted a Story Mapping exercise to identify and prioritize user needs and match them to the overarching journeys

  • I conducted a Creative Workshop to better understand their brand and set a path toward the next generation of Alorica

  • We explored three Creative Concepts that would ultimately define the creative vision and set our design effort in motion

  • I restructured the site architecture and taxonomy based on new user flows and key user needs as well as provided guidelines for content creation

  • Leveraging an Atomic Design approach, we built the front-end experience with plug-and-play flexibility to put creative control back into the hands of their digital content team

  • Finally, with cost as a leading factor for CMS selection, we implemented the new experience on Wordpress 4.7, providing just enough back-end customization to give their content authors the flexibility they required


Final Designs



Post Detail


Special thanks to Ashleigh Stewart, Cecily Mullen, and Jenny Reeves for contributing to the design effort.