The Path to Insights
A community for insights & analytics Leaders
Senior insights leaders share the paths they took and the advice that got them there.
Challenge
I wanted each Insights & Analytics leaders to stand out individually. Their advice needed to feel practical enough to actually use, not like a static bio. And the system had to scale smoothly as the community grew.
Approach
The visual system came from the name The Path to Insights. Each leader's photo pops out of a gradient circle with a path running behind them, suggesting the journey they're guiding people along. The arrows are lifted from the logo, so every page feels tied back to the brand.
Impact
Within five days of launch, more than 55+ Insights & Analytics leaders had signed up to join The Path community. New leaders are added every year.
Client
Ipsos
Type
Web & Mobile
Built with
Figma, Ceros
Industry
Insights & Analytics
Scope
When designing The Path to Insights, a path represented as a single line guiding users through each client page, felt like the most intuitive way to capture their journey. I paired this concept with custom illustrations and minimal interface.
Every page uses the same cards and path, so the template now carries 22 leaders, with new ones added every year.
I showed each career as cards along a single path instead of a written bio. The details open on hover, or a tap on mobile, so the page stays easy to scan.
Stakeholders needed a website that would help insights and analytics professionals connect, share knowledge, and engage with the brand in a professional but approachable way.
Create a brand identity that feels modern and reflects the values of insights professionals.
Design a clear, modern page structure that supports the client journey.
Measure success through web traffic, engagement, and client leads.
Impact
5 days after launch, these results showed
55+
Lead-generation form sign-ups and client registrations
1m, 16s
Typical average time spent across all client path pages
76%
of visitors clicked an action on homepage
Beginning stages
Wireframed key pages including the homepage and profile journeys to establish information architecture and usability. Presented to stakeholders, incorporated feedback, and translated approved wireframes into high-fidelity mockups.
Creating a professional yet approachable brand
The Path to Insights site required the brand to feel like an approachable, empowering resource for professionals in the field. It was important that the site establish a tone of a trusted mentor providing knowledgeable insights.
The color palette centered around muted greens and greys which established an inviting yet professional tone. Thoughtful use of white space and clean backgrounds reinforced clarity
Imagery also furthered the brand voice with warm, candid photos of professionals. Careful content grouping, consistent styling, and clear calls to action enabled users to intuitively journey through each page.
Illustrations
Homepage Header
The homepage hero section features using some geometric shapes and muted colors to add a modern, hopeful feeling reflecting the site's supportive tone. The upwards arrows symbolizes possibilities or opportunities.
Client Pages
Playful, candid cutout profile photos represents the clients with a focus on highlighting their smiles to make them instantly familiar and approachable. The custom illustrations help convey the people behind the brand in a authentic and approachable way.
