Above: Redesigned Web Page - Responsible Gaming
The Goal
Penn Interactive’s website isn’t an industry-leading website. Recruiters have had to explain to candidates who PI is and how the relationship between barstool works, as people are unable to distinguish the difference. To solve for these issues, I and another key designer, Christie Pedersen, overhauled the current website through creating a new Site Map, collaborating with our UX Writer, Matt Rogers, to create a new content strategy to drive up recruitment, and build upon Penn Interactive's Design Style Guide which only existed as a 2 page pdf with minimal components at the time. We also wanted to host the website on a new platform that made it accessible for the recruitment team to edit to positions as they weren't too tech saavy.
The Team
Maney Orm (Project Lead / Art Director)
Christie Pedersen (UX Designer)
Matt Rogers (Lead Content Strategist/ Writer)
Colin Mackey (Front End Developer)
Ashley Pasitano (HR Representative)
Outdated Website Examples
Pain Points
○ Strobing background (accessibility)
○ Text styles consistency
○ Colors inaccessible
○ Feels dated in general
○ Uncompetitive with other tech companies out there
My Role
○ Act as the project lead and art director, assembling all relevant stakeholders for critiques throughout the process, leading brainstorm sessions for final concepts, and leading the final direction of the visual UI
○ Assemble relevant assets including: scheduling and booking models for on-site office photo shoot
○ End to end management of design to development
Key Metric Goals
○ Increase the amount of people applying to work for Penn Interactive
○ Increase content engagement with Blog Posts
The Process
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Site Map Restructure
Concept Statements to drive UI direction
In collaboration with Matt Rogers and Christie Pedersen, we created three statements that emulated the essence of Penn Interactive as a brand. After creating these 3 statements, we created an internal survey for employees to vote for the statement they thought captured the team most genuinely. With the those survey results in mind, we went with statement 3: "At Penn Interactive, we champion a diverse, fun, and engaging work environment. As the digital arm of Penn National Gaming, we bring new technology and innovation to the gaming industry."
Competitive Analysis / Inspiration
Various Team Recruitment Sites
Fanduel
Wireframing
Style Guide
Final Design
