Transforming WordPress Templates into a Scalable Custom Design System
- Creative direction
- Product design
- Design system
- Brand refresh
Redefine how you celebrate your employees
- Client:
- Bucketlist Rewards
- Role:
- Creative Direction + Product Design Lead
- Timeline:
- October 2023 – Jan 2024
Bucketlist helps companies build a better workplace culture through effective rewards and recognition, enabling them to retain top talent and celebrate achievements.
Problem: They approached us because their existing brand and website felt outdated and unoptimized. The site was difficult to update and not scalable. Additionally, their brand didn’t reflect the optimism and delight they wanted their customers to experience.
How we solved it: We began by restructuring the website navigation through improved information architecture, making it easier to find key content. Next, we developed a scalable design system composed of reusable components, enabling faster and more intuitive updates. We refreshed the brand identity, making it brighter, bolder, friendlier, and more inclusive. Finally, we created customizable templates to empower the team to quickly launch new initiatives.
The website, before and after
Rebecca Shostak, Founder of Flodesk“A great rebranding is less about remaking your identity and more about becoming closer to who you already are.”
Branding
We refreshed the branding by simplifying the logo to its most essential form, making it clean and versatile. To better express the joy and ease of using Bucketlist software, we introduced brighter, more vibrant colors to the palette. Additionally, we designed friendly, approachable icons that enhance the overall user experience and reinforce the brand’s welcoming personality.
We designed simple icons with subtle color accents to visually represent users feeling more content and happier while engaging with Bucketlist.
Website design principles
- Recognition-driven aesthetic
Use elements like badges, stars, ribbons, and trophy-like motifs. Interfaces and communications should spotlight individuals and teams prominently.
- Human-centered design
Focus on the people, not just the process. Include real faces, testimonials, and personal stories in visuals and messaging. Make it relatable and emotionally resonant.
- Positive emotional impact
Inspire pride, joy, and a sense of value. Use warm, uplifting color palettes (e.g., golds, corals, soft blues). Typography should feel friendly yet confident. Language should be enthusiastic but sincere.
- Transparency and fairness
Rewards must feel earned and equitable. Design systems and messaging to clearly explain criteria for rewards. Visual metaphors like clear paths or open boxes can represent transparency.
- Celebration and ceremony
Mark the moment with a sense of occasion. Use animations, confetti effects, and sound cues in digital products. Events or announcements should feel like ceremonies, not transactions.
- Consistency and credibility
Build trust through brand consistency. Stick to brand guidelines across all platforms. The tone, visuals, and experience should align across email, app, physical materials, etc.
- Inclusivity
Every employee should feel seen and valued. Avoid one-size-fits-all reward visuals or language. Represent diverse roles, backgrounds, and contributions.
- Forward momentum
Encourage continuous growth. Visuals and UX should suggest progress, e.g., progress bars, growth graphs, paths upward. Language should be action-oriented (“Next milestone,” “Keep going!”).
Information architecture
We analyzed the website’s content and user behaviour to redesign the navigation. By grouping related items logically, prioritizing key content, and incorporating intuitive icons, we created a clearer and more engaging menu that enhances user experience and supports future growth.
From one-off designs to scalable components
We analyzed the website’s most frequently used layouts and designed reusable components, making it easy and efficient for developers to build the updated site.
Tailored imagery that brings product features to life
The previous website relied on generic stock images, so we developed custom visuals that showcase the product’s key features more effectively.
Enabling teams to create their own assets
We created templates directly in Canva, the team’s preferred tool, making it easy and accessible for them to create assets quickly and consistently.
Post-launch, conversions increased by 21% over the following two months.
Real words from happy clients
Jeremy Wallace | Advisor to Bucketlist RewardsAle was instrumental in revamping the Bucket List Rewards brand, bringing both creative direction and innovative design to our website. Thanks to her efforts, our site is now far more functional and visually engaging, and we’ve already seen a significant boost in conversions. Ale’s expertise and vision were key to this transformation, and I highly recommend her work.
Ayesha Renyard | Senior Content Producer, WorkleapAlejandra is an absolute joy to work with! Together, we worked with Bucketlist Rewards to revamp their website design, branding, strategy, and messaging. Even though we worked in different locations and time zones, collaboration was seamless. Ale was proactive with her communication and feedback and always delivered on time. She’s an incredibly skilled designer and her experience shined through in her recommendations and final deliverables.
Results
- 21% increase in conversions within two months of launch.
- Simplified site structure using clear information architecture for better navigation.
- Design system reduced build time from weeks to under a day.
- Custom visuals and animations improved product storytelling and engagement.
- Empowered internal team with branded templates and scalable tools.
Credits
Creative Direction + Product Design: Alejandra Porta
Content Strategist: Ayesha Renyard
Supporting Designer: Patricia Castro
Marketing Director: Olga Karatchenia
Advisor: Jeremy Wallace
A big thank you to everyone else who collaborated on this launch!
Visit bucketlistrewards.com
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