final draft website redesign
As Final Draft's goals evolved, I helped steer a major brand transformation — starting with a new website designed to launch their rebrand, showcase new product offerings, and drive higher conversion rates.
I led the redesign initiative end-to-end, creating the core design system and components across 13+ pages during Q3 & Q4 '25. I worked closely with cross-functional partners on strategy and refining page layouts as well as design hand-off to the developer agency.
The initial website was created under tight deadlines, which unfortunately meant that quality and value were put on the back burner, tanking conversions nearly 50% each month. The full rebrand included building out a dedicated and scalable design system, allowing me to concept layouts with clear intention around both the what and the how—ensuring the site became a reliable source of truth and a valuable industry resource for aspiring writers and screenwriters.
The site was redesigned with a dark theme to better appeal to screenwriters and technical audiences and differentiate it from competitor sites. The overall look is modern, and adheres to WCAG accessibility guidelines and UI best practices, creating an enhanced user experience.
We examined web analytics to audit content and re-strategized the most valuable material for visitors with the goal of increasing engagement and conversion rates.
