xFoundry

Problem /

xFoundry ran two websites: one where students learned about the programs, and one where alliance members found out how to partner with xFoundry. When I audited both, I found most of their content overlapped.

Approach /

I merged them into one site, so each audience could see how the other participates and how they work together, then rebuilt the structure so each group could easily find the information it was looking for.

Research /

I asked several students what they’d want to know before joining a competition, and wrote down their questions in order.

Approach /

I compared their answers and, from the pattern and order of their questions, built the information hierarchy for every competition page: understand, decide, explore, get help.

Since these pages shipped, sign-ups have grown from 108 for last year’s competition to 400+ across the programs, as of May 2026.

Problem /

xFoundry runs multiple competitions, each at a different stage. To build credibility with students deciding whether to join, the page needed to show past competitions and their winners, along with what was coming next.

Approach /

I created three tabs for active, upcoming and past competitions. Each card shows the status of the competition, the key information students need to know, and a clear call to action.

Problem /

I wanted students to hear about other students’ experiences with our programs. Written quotes felt rigid and staged, and one long video asked too much of someone scanning the page.

Approach /

I picked short vertical clips of different students talking about the program’s impact on their educational and professional growth. It was important to show their faces and let them speak in their own words.

Problem /

The site already had a brand guideline and a small component library in Webflow, built mainly around a bright blue. As new programs and pages launched, they needed pieces the library didn’t have.

Approach /

I kept the existing components and added new ones as the site grew. I introduced a deep navy as a second key colour, and gradient backgrounds for program page heroes and competition cards. Everything was built in Webflow’s asset library.

Overview /

The 2025 Impact Report is xFoundry’s annual report to its partner network, covering a year of growth, student achievements, events, updates from active teams, and what’s coming next. The goal was a page that showcases the year’s work and stays easy to read all the way to the end.

Approach /

I built the report the way a skeptical reader thinks: each chapter answers the next question they’d want answered. I used different background colours to separate the sections, and mixed numbers, press, photos and video so the page stays easy to scan rather than text-heavy. Each format adds its own kind of proof that the work is real.

The Impact Report became the most visited page on the website, and the xFoundry team shared it with its partners and alliance members as the official record of the year’s work.

Problem /

Working at a small, fast-growing startup meant short shipping times. Every project still needed research, several rounds of design iteration, and, once the design was final, proofreading, fact-checking and QA.

Approach /

I used AI at different stages of my workflow to work faster and raise the quality of my work. I was in charge of setting up and training the tools, and my team and I made the final decisions at each step.