I led the first phase of a corporate website redesign for a gold-mining company, clarifying the brand story, improving navigation, and making the inner workings of the mine and production more tangible through authentic media.

Establish a clear, compelling homepage that orients users and expresses the brand.

Streamline navigation to key destinations (careers, locations, mine operations).

Build trust through real people, real processes, and transparent storytelling.

Prospective candidates

Business partners

Professional community & media

Lead Product Designer — research synthesis, information architecture, content strategy, UX/UI concepts.

Audited the current site structure, content, and tone.

Reviewed the client brief to align on goals and priorities.

Mapped audiences and their jobs-to-be-done.

Studied available materials: internal write-ups, photo/video tours of gold extraction and the mine—capturing how the company actually works.

Proposed a new homepage as the primary entry point and brand narrative.

The homepage follows a sequential storytelling arc:

Clear introduction to who the company is

What the company does (gold mining) and how work is organized

Real employee voices and day-in-the-life moments

Guided paths into Careers (HR blog, locations, roles, opportunities)

Modern, clean, understated visual language aligned with client preferences.

Shift away from decorative “festival” visuals toward honest photography and short videos featuring mine employees and on-site processes.

Minimal ornament; emphasis on credibility and clarity.

Refine imagery (retouching, updates, and potential new shoots from the mine).

Evolve copy with the client’s content team.

Increase layout density where needed based on feedback.

Strengthen brand expression via patterns and other signature elements.