My Role

Redesigning The Hub for Cardinal Financial

Overview

The Hub is Cardinal Financial’s web-based tool for company-wide communication and collaboration. While an external consultant provided the initial design, it fell short of capturing Cardinal’s unique personality, felt somewhat generic, and was cluttered. Additionally, there was a strategic push to emphasize search-first navigation over traditional menu browsing. However, the existing design did little to encourage or prioritize search, and the search experience itself was uninspiring—resembling a typical web search bar.

My goal was to create a solution that:

1. Encouraged users to embrace search-first navigation.

2. Simplified the visual hierarchy to minimize clutter.

3. Embedded Cardinal’s personality into the design to better reflect the brand.

The Challenge

The initial design faced the following challenges:

• Uninspiring search experience: The large search bar in the header competed visually with other elements and failed to draw users in.

• Cluttered interface: The overall design felt busy, making navigation less intuitive.

• Lack of brand identity: The design lacked the unique personality of Cardinal Financial and felt generic.

The key objective was to redesign the interface to prioritize search functionality while aligning the visual identity with Cardinal’s brand.

The Process

1. Research and Analysis

• Attended meetings with stakeholders to understand their vision for a search-first experience.

• Analyzed the existing design, identifying issues in visual hierarchy and brand alignment.

• Reviewed feedback from early users and internal teams, noting concerns about clutter and usability.

2. Concept Development

Designed a concept that emphasized search as the primary entry point:

• Enlarged and centered the search field in the header to make it the focal point.

• Reduced competing elements to declutter the interface.

• Enhanced search functionality to feel tailored for Cardinal, with smart suggestions and shortcuts.

• Incorporated Cardinal’s brand elements, such as typography, colors, and subtle visual cues, to create a sense of familiarity and personality.

3. Prototyping and Feedback

• Built a high-fidelity prototype in Figma to demonstrate the new design and flow.

• Presented the concept to my supervisor, who provided positive feedback and suggested presenting it to senior leadership.

• Presented the prototype to the Division VP and Senior VP of Design. Both were impressed with how the redesign aligned with the search-first vision while reflecting Cardinal’s identity.

The Results

While the project was in the concept phase during my involvement, the prototype received strong support from leadership, who expressed enthusiasm for its alignment with business goals and brand strategy. Key highlights included:

• Improved focus on search: The redesigned header naturally drew attention to the search bar, encouraging users to adopt a search-first approach.

• Streamlined interface: Reducing clutter made the interface more intuitive and visually appealing.

• Stronger brand alignment: The design felt uniquely “Cardinal,” resonating with stakeholders and aligning with company values.

Key Takeaways

• Visual hierarchy matters: A well-organized interface can guide user behavior and encourage desired actions.

• Brand identity is integral: Infusing a product with the company’s personality builds trust and engagement.

• Iterative collaboration works: Presenting early concepts and iterating with leadership feedback can lead to solutions that satisfy both user and business needs.

Reflection

This project underscored the importance of aligning design with both user needs and business goals. By rethinking the visual hierarchy and embedding Cardinal’s personality into the design, I was able to create a concept that addressed usability issues while resonating with stakeholders. It was incredibly rewarding to see leadership embrace the redesign and recognize its potential impact.