I spearheaded concept development, UX storytelling, and design direction, working hand-in-hand with internal teams and developers to deliver a responsive, narrative-driven experience aligned with NI’s innovation messaging. From crafting the user journey to shaping the platform’s visual identity—including the design of the Outperform logo—I ensured the experience was cohesive, engaging, and strategically aligned.
The launch resulted in a measurable boost in site traffic and significantly strengthened NI.com’s positioning as a destination for thought leadership and customer success stories.