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 website experience for StepStone. My role covered everything visible and structural: UX, information architecture, and visual design across the entire site. The goal was not just to apply a brand, but to make it work across a broad range of audiences, offerings, and use cases, while remaining clear and adaptable.
I was brought on by our partners, the brand consultancy Dappersmith, to complete website experience for StepStone. My role covered everything visible and structural: UX, information architecture, and visual design across the entire site. The goal was not just to apply a brand, but to make it work across a broad range of audiences, offerings, and use cases, while remaining clear and adaptable.
UX Strategy
Designing for multiple audiences
I began by identifying and defining key user groups, aligning internal requirements with real-world needs. Through persona development and user journeys, I surfaced opportunities and actionable steps to improve the user experience. These insights guided decisions at every level, from navigation structure to page hierarchy, ensuring each audience could find what they needed, whether they were seeking StepStone's services or looking to join their team.
I began by identifying and defining key user groups, aligning internal requirements with real-world needs. Through persona development and user journeys, I surfaced opportunities and actionable steps to improve the user experience. These insights guided decisions at every level, from navigation structure to page hierarchy, ensuring each audience could find what they needed, whether they were seeking StepStone's services or looking to join their team.
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, why it’s there, and how it supports both user needs and business objectives. This process helped align stakeholders and ensured the site could scale as content evolves.
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, why it’s there, and how it supports both user needs and business objectives. This process helped align stakeholders and ensured the site could scale as content evolves.
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 across audiences. 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 need.
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 across audiences. 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 need.
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