Overall Impact
1. Traffic Acceleration: Generated a 90% year-over-year increase in page views, scaling consistent monthly site traffic.

2. Asset Activation: Accelerated user interaction with key deliverables, resulting in a 51% surge in documentation downloads.

3. Engagement Multiplier: Sparked a 41% increase in editorial article views and a 29% increase in interactive financial calculator utility.

Go to the Resource Center
The Challenge: Fragmented Information Architecture
Transamerica’s educational tools, legal forms, and product documentation were fragmented across silos, resulting in severe underutilization, low retention, and a catastrophic 13% search success rate on the legacy platform.

The Result:
The redesign transformed a stagnant repository into an active growth loop, driving a 90% YoY increase in page views, a 51% surge in document downloads, and skyrocketing search task success to 75%.

My Scope:
Cross-functional strategy alignment, global taxonomy/information architecture overhaul, responsive high-fidelity prototyping, and evaluative usability testing.

Driving Discovery Through Architecture:
To solve the discovery dead-ends, I mapped organizational goals against quantitative user search behavior and injected high-performing architectural patterns into a responsive Figma prototype.

The Design Strategy:
1. Multi-Faceted Filtration: Engineered a localized smart search bar with predictive querying and dynamic attribute filters so users could slice through complex compliance categories.

2. Lateral Exploration UI: Integrated interactive metadata pills allowing immediate, frictionless exploration across parallel financial topics.

3. Upstream Discovery Boost: Implemented a strategic global navigation adjustment, adding a persistent entry point in the primary global header to capture organic traffic.

Measurable Enterprise Outcomes:
By combining a prominent upstream discovery entry point with a highly optimized downstream taxonomy, post-deployment data verified massive platform adoption:

1. Task Efficiency: Search task completion skyrocketed from 13% to 75% in usability benchmarking.

2. Asset Activation: Drove a 51% surge in critical document downloads and a 29% increase in financial calculator usage.

3. Traffic Acceleration: Generated a 90% YoY increase in overall page views, maximizing the ROI of the enterprise content strategy.
My Role and Scope:

Cross-Functional Strategy Alignment: Collaborated with the Enterprise Content and Brand Marketing teams to identify structural engagement friction and map organizational goals.

Information Architecture Overhaul: Established a scalable global tagging, taxonomy, and dynamic filtration taxonomy system.

Evaluative Usability Benchmarking: Designed and facilitated comparative task-based testing to measure asset discoverability metrics across design iterations.
Deep Dive: Research and Iterative Validation

Part 1 - Competitive Benchmarking and Content Discoverability:
To address the low engagement, I initiated a competitive analysis tracking tier-one content hubs. The benchmarking research revealed that high-performing platforms rely heavily on a tri-fold architectural pattern: robust localized search, highly descriptive multi-attribute filtering, and prominent explicit call-to-actions for immediate conversion.

I translated these industry patterns into low-fidelity structural concepts and initiated a quantitative user survey protocol to map target audience mental models regarding asset search behavior.

Part 2 - Taxonomy Framework and Usability Testing:
I integrated these requirements into a responsive high-fidelity prototype, deploying a comprehensive system architecture featuring:

1. Localized Smart Search Bar: Providing instant, predictive querying for quick retrieval.
2. Dynamic Attribute Filters: Enabling users to slice information seamlessly across complex compliance categories.
3. Interactive Content Metadata Pills: Allowing immediate lateral exploration across parallel topics and shared media types.

I ran comparative task-based usability tests to measure discoverability efficiency. The performance shift was stark: utilizing the optimized multi-faceted filtration interface, users achieved a 75% task completion success rate when searching for specific documentation, compared to a catastrophic 13% success rate on the legacy platform layout.


Part 3 - Global Navigation Integration and Business Outcomes:
Following executive alignment and stakeholder sign-off, I built structural Figma blueprint annotations and design tokens to streamline engineering development. Beyond the interface design, I implemented a strategic navigation adjustment, introducing a persistent link directly within the primary global header to maximize organic internal discovery.

Post-deployment data verified an instant influx of first time and returning users. By pairing an upstream discovery entry point with an optimized downstream taxonomy layout, the redesign successfully transformed a stagnant data repository into an integrated, high engagement growth loop for Transamerica's product marketing ecosystem.
Final Design and Conclusion:

Once we were comfortable with the results and the new design, we went forward with the new iteration of the Resource Center. By adding a link in the top navigation, we were able to generate an influx of new first time visitors to the Resource Center. The traffic to the page increased immensely at around 786 visits on average per month, which was a 90% increase as of December 2025, and the number of visits continues to grow month by the month.

We were also able to see a large increase in interactions with resource materials. Every type of medium saw an increase in engagement. We also saw an increase in usage of our interactive tools which allowed further exploration into the marketing of these tools to help solicit products.