About the project

Acxiom Industries helps organizations deliver personalized digital experiences through customer intelligence and behavioral data.

I worked on designing adaptive web experiences across multiple industries, creating interfaces capable of supporting personalized content while maintaining consistency and usability.

The challenge

Designing for Personalization

Unlike traditional websites, these experiences needed to adapt content, messaging, and calls-to-action based on user behavior and audience segments.

The challenge was creating flexible designs that could support multiple variations without requiring entirely separate experiences.

My role

Lead Visual Designer

• High-fidelity UI design

• Interactive prototyping

• Component creation

• Visual systems

• Developer handoff

• Cross-functional collaboration

Design approach

Flexible, Not Static

Rather than designing individual pages, I created modular layouts and reusable UI patterns capable of supporting dynamic content and personalized experiences.

This approach improved scalability while maintaining a consistent user experience.

Design considerations

Key Focus Areas

• Dynamic Content
: Created flexible layouts that could accommodate multiple content variations.

• Personalized CTAs: 
Designed adaptable conversion points for different audience segments.

• Scalability
: Built reusable patterns that supported future personalization needs.

Visual design system

Reusable Components

Developed a collection of reusable interface patterns, typography rules, and content modules that enabled efficient creation of personalized experiences across multiple client websites.

Collaboration

Working Across Teams

Partnered closely with strategists, content teams, developers, and stakeholders to ensure personalization requirements translated effectively into the final user experience.

Outcome

Results

Delivered multiple personalized web experiences across various industries, demonstrating how modular design systems can support scalable personalization without sacrificing usability or visual consistency.