Overview
I partnered with F5 to create a compelling vision that would unify the digital experience across brands, improve customer journeys, and serve as a foundation to secure funding for a broader website redesign initiative.
Challenge
F5’s existing web experience had become fragmented due to multiple acquisitions, resulting in a disjointed user journey across products and brands. Internally, the digital team needed alignment and stakeholder buy-in to secure executive support for a new web strategy.
My Role
As lead UX designer, I collaborated with stakeholders across marketing, product, and strategy to conduct stakeholder interviews, build journey maps highlighting key user pain points, facilitate a remote envisioning workshop, and deliver a high-fidelity clickable prototype.
Discovery
We began with a discovery phase, reviewing existing documentation and conducting stakeholder interviews across F5’s business units. Insights were synthesized into detailed journey maps, highlighting gaps and opportunities across key moments in the buyer experience.
Collaboration Workshop
To accelerate alignment, I facilitated a remote envisioning workshop. The session included:
- A review of key research findings
- Structured design activities to uncover opportunity areas
- Group ideation focused on personalization, brand cohesion, and scalable content patterns
- Prioritization of themes and potential design directions
Design
Building on the workshop output, I led the design of an interactive North Star prototype that demonstrated what a seamless, future-state F5.com experience could look like. The prototype showcased scalable layout patterns and was delivered as both a clickable prototype and a short video walkthrough.
Outcome
The envisioning prototype played a key role in helping F5 secure leadership support and funding for a full website redesign. It provided a tangible and inspiring future-state experience that unified previously siloed brand properties and demonstrated how user needs could be better supported. I then applied the North Star vision to design new modular page templates for both F5 and NGINX — bringing consistency, clarity, and flexibility to their evolving digital ecosystem.
Highlights
- Led envisioning sprint to align F5 teams and define a North Star vision
- Created journey maps and synthesized stakeholder insights
- Facilitated a remote ideation workshop to explore new experience patterns
- Delivered an interactive prototype and supporting video for internal buy-in
- Designed new page templates aligned with the vision for F5 and NGINX
