Owner David Sheppard - Lead Product Designer & Frontend Engineer
- Led the end-to-end design and frontend architecture for a multi-audience public platform.
- Defined shared interaction patterns, layout systems, and content models to support consistent experiences across user segments.
- Translated design systems into production-ready UI components and frontend patterns.
- Built and integrated a CMS-driven, segment-aware content system to scale personalization without duplicating UI logic.
- Balanced design craft, performance, accessibility, and long-term maintainability.
Context
Green Seal’s public website serves multiple audiences with fundamentally different needs—from manufacturers seeking certification to consumers looking for trusted products. The challenge was to redesign the site to clearly guide each audience to relevant content and actions without fragmenting the platform or increasing long-term maintenance.
The Problem
- A single website was serving manufacturers, service providers, policy makers, and consumers
- Users struggled to understand whether Green Seal was relevant to them
- Primary calls to action were buried under dense informational content
- Navigation treated all users the same despite vastly different intent
The core issue was not visual design—it was a lack of audience segmentation and intent-driven structure.
How can we drive conversion and limit content fragementation.
Green Seal - VP Marketing
Research & Personas
I worked with internal stakeholders to define primary audience segments and build detailed personas representing both professional and public users. Each persona was mapped across a full journey, from entry point to decision-making and conversion.
Journey mapping revealed that certification seekers and public consumers entered the site with different mental models, success criteria, and expectations for depth versus speed.
Journey maps highlighting differences in intent, emotional state, and decision drivers across certification-focused and consumer-focused users.
Information Architecture Strategy
Rather than splitting the site into separate properties, I redesigned the information architecture around user intent.
- Clear entry paths for Certification and Products & Services
- Segmented navigation, landing pages, and content hierarchy
- Shared CMS and content base to reduce maintenance overhead
This approach allowed Green Seal to serve distinct audiences while maintaining a unified platform and brand experience.
Segmented Landing Pages
New landing pages were designed to immediately orient users based on who they are and what they are trying to accomplish.
- B2B-focused paths emphasized certification programs, standards, and next steps
- Public-facing paths emphasized product discovery, education, and trust signals
- Calls to action were tailored to decision stage and audience type
Dynamic Content & Personalization
To further reduce friction, the site leveraged IP-based detection to infer likely user segments. Homepage modules, featured content, and calls to action adjusted dynamically based on audience type.
Users could always override this behavior manually, preserving transparency and trust while still benefiting from personalization.
Outcome
- Clearer paths to certification for manufacturers and service providers
- Reduced cognitive load for public users seeking trusted products and standards
- A scalable foundation for future personalization and content strategy
- Reusable patterns aligned with Green Seal’s broader digital ecosystem
The redesign transformed the website from a dense information repository into an intent-driven system that supports both education and conversion.
