Bain & Company Responsive Concept
Role
UX, Visual Design & Prototyping
Client
Bain & Company (Shift7 Digital, formerly Siteworx)
Year
2014
Shift7 Digital pitched a large-scale redesign to Bain & Company, aiming to modernize the firm's digital presence without losing sight of user experience. Several designers on the team each proposed a distinct direction; my concept centered on cutting the homepage down to its essentials and introducing an app-like, animated navigation. The pitch ultimately included homepage and menu directions across breakpoints, plus a clickable iPad prototype of the article experience.
Impact
Designed one of several competing pitch directions, carried from concept through a working iPad prototype presented on physical devices at the pitch meeting
Proposed a new brand color against the firm's traditional black/white/red palette — adopted as the dominant color in the final concept
Rethinking the Landing Page
The existing site's biggest issue was simple: too much content, too early. My direction cut the homepage to three jobs — define who the firm is, offer one clear navigation path for every major user type, and surface only the freshest, most essential news. Everything else moved out of the way.
My homepage concept directions explored across the pitch team.
That "less is more" instinct pushed the design toward something closer to an app than a traditional site — a landing experience that fit entirely in the viewport, no scrolling required. I also introduced blue as a new dominant color, a deliberate break from the firm's traditional black, white, and red — while keeping article photography in black and white to stay anchored to the firm's existing editorial identity.
Final direction, desktop and mobile.
Full-page menu takeover, desktop and mobile.
Because the direction leaned app-like, motion mattered as much as layout. I prototyped how mobile UI elements would load and transition using Principle, to show the pitch team what the interaction — not just the visuals — would actually feel like.
Mobile concept animation, built in Principle.
iPad Prototype: The Article Experience
The concept came together as a fully clickable prototype to simulate a real, working product — built specifically to hold up in user testing and in front of company leadership.
The prototype includes a sidebar surfacing related content from the same site section, so a reader could jump to more without losing their place — plus an author bio layout designed to make the firm's consultants, and their expertise, feel just as present as the article itself.
iPad prototype, article view.
iPad prototype, article view.
iPad prototype, author bio view.