Role & Scope
Strategy Facilitation | Visual Direction | Website Architecture & UX | Team Leadership | Design Execution
Overview
Interactive Boss Inc (IBOSS) is an operations consulting and optimization agency helping ecommerce business owners streamline processes, clarify systems, and grow sustainably.
When Lenica refreshed her visual brand and photography, her existing website no longer reflected the strategic clarity, operational focus, or evolved positioning of her business. The project was about more than a new look: it was about aligning digital presence with operational identity and long-term growth.
The Challenge
The previous site:
• didn’t match the newly refined visual brand or voice
• lacked a clear structure that reflected the business’s operational focus
• made it hard for users to understand how IBOSS helps streamline and scale operations
Before design, we needed clarity on how the business functioned, who it served, and how the website could act as a strategic extension of Lenica’s operational expertise.
Homepage design reflecting the updated brand direction and clarity of offering
My Role
I led the project from discovery through execution, serving as the strategic anchor between vision, design, and implementation.
My responsibilities included:
• guiding discovery and strategic alignment conversations
• translating the refreshed visual brand and voice into a cohesive digital experience
• defining site architecture and user flow that reinforced messaging clarity
• leading a multidisciplinary team (developer, UX consultant, copywriter) to stay aligned with strategic goals
• ensuring design choices supported both immediate goals and future growth
Approach
I began with strategy before visuals.
We worked to clarify:
• who IBOSS serves
• how operational consulting and optimization is framed as a solution
• how users should navigate the site to quickly understand services
Rather than starting with visuals, we built structure first: aligning content, business logic, and brand tone. Once that foundation was in place, I led the translation of Lenica’s refreshed brand into the site’s visual system, ensuring cohesion between what IBOSS promised and how it looked and felt.
Throughout the process, I coordinated closely with the team to ensure design, development, and content stayed consistent with the strategic vision.
Blog layout designed as a flexible content system supporting long-term growth.
Outcome
The resulting website:
• clearly reflects IBOSS’s operational focus and evolved brand identity
• provides a logical, intuitive experience for users seeking operational support
• aligns visual style, brand voice, and strategic positioning
• supports future growth through a flexible system and thoughtful structure
After launch, I guided Lenica through the site’s structure and updates, empowering her to manage and evolve the experience confidently as her business grows.
Reflection
This project demonstrates my approach to leadership-driven design: starting with clarity, shaping strategy into structure, and guiding teams to translate vision into a digital experience that supports both people and purpose.