The Client
StepStone is a global private markets specialist with $771 Billion in total capital responsibility and 31 offices worldwide.
StepStone is a global private markets specialist with $771 Billion in total capital responsibility and 31 offices worldwide.
They deliver tailored investment solutions, advisory services, and impactful, data-driven insights to the world’s investors.
They deliver tailored investment solutions, advisory services, and impactful, data-driven insights to the world’s investors.
Outcome
Marketing website
Approach
UX, information architecture, journey maps, content strategy
Focus
Brand translation into a scalable website design system
The Project
Creating an on-brand, scalable design system
Creating an on-brand, scalable design system
I was brought on by our partners, the brand consultancy Dappersmith, to complete the website experience and design for StepStone. I handled everything visible and structural. This meant discovery and UX through information architecture and visual design for desktop and mobile. Applying a brand to a website goes beyond colors and fonts; it's about creating a design system for a new channel that works seamlessly with existing collateral.
I was brought on by our partners, the brand consultancy Dappersmith, to complete the website experience and design for StepStone. I handled everything visible and structural. This meant discovery and UX through information architecture and visual design for desktop and mobile. Applying a brand to a website goes beyond colors and fonts; it's about creating a design system for a new channel that works seamlessly with existing collateral.
UX & Strategy
Designing for multiple audiences
The website was designed to work across a broad range of audiences, offerings, and use cases. I began by identifying and defining key user groups, aligning StepStone's internal requirements with what their audience actual needs. Through personas and user journeys, I surfaced opportunities and actionable steps, shared as deliverables the whole team could understand and approve to move forward. These insights would guide us throughout the project, from defining navigation to page hierarchy.
The website was designed to work across a broad range of audiences, offerings, and use cases. I began by identifying and defining key user groups, aligning StepStone's internal requirements with what their audience actual needs. Through personas and user journeys, I surfaced opportunities and actionable steps, shared as deliverables the whole team could understand and approve to move forward. These insights would guide us throughout the project, from defining navigation to page hierarchy.
Structure & Content
From complexity to clarity
With a clear understanding of users and goals, I developed a comprehensive sitemap demonstrating the information architecture that organized StepStone’s offerings into intuitive, logical paths. I paired this with a content blueprint, mapping what content belongs on each page. This meant each audience could easily find what they needed, whether they were seeking StepStone's services or looking to join their team.
With a clear understanding of users and goals, I developed a comprehensive sitemap demonstrating the information architecture that organized StepStone’s offerings into intuitive, logical paths. I paired this with a content blueprint, mapping what content belongs on each page. This meant each audience could easily find what they needed, whether they were seeking StepStone's services or looking to join their team.
Design & Delivery
A modular system built to last
Visually, I translated the brand into a flexible, responsive design system that could support a wide range of content types and layouts. Thoughtful image selection played a critical role in reinforcing the brand and tone. The final output was a fully clickable Figma prototype, designed at page-level detail, enabling clear collaboration and a smooth handoff to development. The result is a cohesive, modern site experience that is easily scalable and adapted to StepStone's needs.
Visually, I translated the brand into a flexible, responsive design system that could support a wide range of content types and layouts. Thoughtful image selection played a critical role in reinforcing the brand and tone. The final output was a fully clickable Figma prototype, designed at page-level detail, enabling clear collaboration and a smooth handoff to development. The result is a cohesive, modern site experience that is easily scalable and adapted to StepStone's needs.
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