Role: Art Director / UX & UI Designer
Scope: Marketing Website, Social Media, Email Templates, Design System
Overview
At SIMON Markets LLC, I played a key role in designing and evolving the company’s digital marketing presence—crafting everything from high-conversion landing pages to scalable email templates and branded social media content. These efforts supported SIMON’s broader mission to simplify complex financial products through thoughtful, human-centered design.
This work took place during a period of growth and change, including the company's eventual acquisition by iCapital. My role helped unify SIMON’s marketing and product visuals under one cohesive voice—elevating brand perception while aligning internal teams across product, development, and design.
My Role
As both a visual and UX/UI designer, I led the end-to-end design process for SIMON’s marketing site and email systems. My responsibilities spanned concept exploration, user flow design, high-fidelity wireframes, prototyping, and presentation of design concepts to the broader product team. I worked closely with the UX Director, creative leads, and developers to ensure smooth implementation and a polished user experience.
I also contributed to the early phases of a design system that connected marketing and product design more seamlessly—applying analytics to guide component decisions and maintain visual consistency across SIMON’s digital touchpoints.
The Challenge
SIMON’s core offering—structured investment products—required a design approach that could translate abstract financial concepts into user-friendly narratives. The challenge was to build a scalable marketing system that not only educated users but also reflected trust, clarity, and brand sophistication across various platforms.
Additionally, because the company was expanding quickly and undergoing a major acquisition, the design ecosystem had to evolve in real time—serving both current communication needs and future scalability.
The Process
My process began with deep collaboration. I partnered with stakeholders across UX, product, marketing, and engineering to define project goals and shape each initiative. I developed wireframes and prototypes to test layouts, visual hierarchy, and messaging strategies, then translated those into high-fidelity designs.
On the marketing site, I focused on intuitive navigation, storytelling modules, and visual clarity—helping users understand SIMON’s platform value quickly and effectively. I created modular email templates designed for scalability, optimizing for readability and brand alignment across devices. I also supported social media campaigns with graphics and layouts that echoed the same refined tone across channels.
Throughout the work, I actively participated in design reviews and integrated research findings into UX and visual decisions. I frequently worked on multiple projects in parallel, balancing production design needs with long-term strategy and system thinking.
The Outcome
This work helped establish a stronger, more cohesive digital brand presence for SIMON during a pivotal time in its growth. The marketing site contributed to improved user engagement and sales enablement, while the scalable email and social media designs enhanced communication reach and visual consistency. Elements of this work were later integrated into the broader design system adopted post-acquisition by iCapital, reinforcing design continuity across marketing and product.
Tools Used
Figma, Adobe Creative Cloud, InVision, Jira, Google Material Design
