Website development
Case study
About Adform
Adform is a global digital advertising platform that helps brands, agencies, and publishers manage data-driven campaigns across multiple channels.
About the project
Our external website needed a refresh. The goal was to make it clearer, more engaging, and a better showcase of our partner ecosystem. I worked on the structure, messaging, and navigation to bring more consistency and personality to the experience.
The result
I reshaped Adform’s external website with a focus on UX writing, SEO, and design thinking. The new structure and messaging make the site easier to navigate, clearer to read, and more aligned with brand voice, helping users quickly understand the partner ecosystem while improving search visibility.
How I got there
1. Gathering insights
I researched competitor sites and noted best practices for tone, navigation, and SEO. This helped me benchmark where we were falling short.
2. Spotting the gaps
Our site lacked context: titles were flat, intros were missing, and navigation didn’t guide users clearly. Content also leaned too heavily on internal jargon instead of user needs.
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3. UX Writing Improvements
I reworked headlines and intros to be clear, user-focused, and SEO-friendly.
Example: turning “Partner Ecosystem” into “Explore Our Partner Ecosystem”, both more inviting and keyword-rich.
Added short page intros to explain “what” and “why,” so users immediately understood the value.
4. Design Thinking in Action
I mapped out user flows and designed a categorized menu system to reduce friction in finding resources. I also set up collaboration frameworks (shared sheets and deadlines) to gather input efficiently from the Partnerships team.
5. Adding Value
I proposed new content elements to make the site more engaging and trustworthy:
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Partner case studies
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Social proof through quotes
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Clear calls-to-action to explore or join the program
Thank you for your time reviewing my project