The Path to Insights
Helping leaders build trust and engagement through a community-focused website
Web & Mobile • Educational Resource • Leadership Development
The Path to Insights website is a thought leadership and community-building platform. It serves as a hub for insights and analytics professionals, providing career guidance, industry stories, and advice to inspire and nurture the next generation of leaders.
Client:
Ipsos
Disciplines:
UX/UI, Information architecture, Interaction design, Visual design
Platforms:
Web & Mobile
My Role:
Lead Designer
Recognition:
GEM (Gender Equality Measure) Award from the Association of National Advertisers (ANA)
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
Award
Ipsos was honored with the GEM (Gender Equality Measure) Award from the Association of National Advertisers (ANA) for their The Path to Insights initiative. This award recognizes campaigns that accurately and authentically portray women and girls in media and advertising.
Beginning stages
As the lead designer, I created wireframes translating key pages like the home page and profile journey's in order to optimize information architecture and usability before visual design. I presented the wireframes to stakeholders, iterating based on their feedback to achieve alignment on direction, then utilized the approved prototype as blueprints to craft higher 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.
Client path journey
Users can hover on each role tier to reveal detailed insights into real-world responsibilities and influence for each of those positions.
