Explore each step of the Managing Director’s process by clicking on the nodes below.
Building a Cohesive Visual Language
Simplifying the sitemap to create a more intuitive, focused, and cohesive website structure.
LEGACY
Jason “Poo Bear” Boyd has left an indelible mark on the global music industry. With over 700 million records sold worldwide, his career stands as a testament to his unparalleled talent and enduring influence in shaping modern music.
CREATIVITY
A true visionary, Poo Bear is celebrated for his ability to craft timeless melodies and chart-topping hits. His work transcends genres and language barriers, bringing cultures together through the universal language of music.
VERSATILITY
Singer, songwriter, producer, and entrepreneur—Poo Bear’s multifaceted career highlights his unmatched ability to innovate and thrive in every aspect of the music industry, setting a standard of excellence for generations to come.
© 2025 Serena Mali Figueiro
PRODUCT & UX/UI DESIGNER
Case Study
Landing Page Redesign
2024
Poo Bear
A website redesign to bring Poo Bear’s legacy to the forefront—through clearer structure, stronger brand, and a more focused narrative.
Context
Poo Bear is a highly recognized music producer with an outdated website that no longer represents his creative identity or career trajectory. The client requested a redesign to realign the site with his current brand and business needs.
OVERVIEW
This project involved a complete redesign of Poo Bear’s website, including restructuring the information architecture, redefining content priorities, creating a cohesive visual style, and designing a modern and user-focused interface.
goals
1.
Clarify navigation & reduce friction
2.
Elevate brand presence & consistency
3.
Shift attention back to music & impact
🔍 Core Problem
The previous website failed to communicate who Poo Bear is as a music producer and overwhelmed users with unfocused content, making it hard to understand his value, explore his work, or convert into memberships.
🎯 Solution Overview
I redesigned the site with a modern visual identity aligned with Poo Bear’s creative profile, restructured the sitemap to highlight his core offerings, and created a cohesive design system that improves clarity, focus, and overall user experience.
What We Found: The Gaps Holding the Website Back
After analyzing the previous website, several issues became evident — from structural inconsistencies to a lack of narrative focus. Despite Poo Bear’s prestige as a global artist and producer, the site failed to convey his professionalism, legacy, and artistic identity.
🧩
Navigation felt scattered
Disorganized site architecture with too many low-content sections, leading to confusion and poor content hierarchy.
🎨
The look didn’t match his current stature
An obsolete visual language that didn’t reflect the artist’s modern, creative, and global image.
🎯
Ventures competed with the core story
Equal emphasis on secondary ventures overshadowed his main role as a musician and producer.
📉
Content didn’t guide a clear narrative
Irrelevant or repetitive information diluted the site’s storytelling and made navigation feel purposeless.
Our Approach to Transforming the Experience
Based on the findings, I translated the redesign into three core design moves—each one addressing a different layer of the experience.
01- A clear structure.
02- A stronger brand.
03- A focused narrative.
Design Solution 01
Bringing Structure and Clarity Back to the Website
Reduce navigation noise and make key paths obvious.
What wasn’t working
⚠️
Too many irrelevant categories diluted Poo Bear’s identity.
⚠️
Duplicate sections and inconsistent hierarchy confused users.
⚠️
Fragmented navigation made membership flows hard to follow.
⚠️
Excessive external redirects decreased engagement.
How this solves previous issues
✔️
Removed irrelevant categories → streamlined content around core goals.
✔️
Consolidated pages → reduced complexity and eliminated duplicates.
✔️
Minimized external redirects → improved retention and user flow clarity.
✔️
Simplified hierarchy → reduced depth from 5 levels to 2.
REFINED Sitemap
Poo bear website
HOME
MEMBERSHIPS
discography
VENTURES
CONTACT
hero / banner
hero / banner
ABOUT + VIDEO SECTION
Credits Highlight
Memberships Preview
(4 cards)
Ventures / HFactor Section
Book a Session CTA
VIEW ALL CREDITS CTA
Book a session
Book a session
H FACTOR
Explore H Factor cta
Explore WONDERBRETT
LEARN MORE cta
EXTERNAL WEBSITE
EXTERNAL WEBSITE
EXTERNAL WEBSITE
book a feature
book a feature
LIMINAL SPACE
schedule a call
schedule a call
WONDERBRETT
CALENDLY API
CALENDLY API
CALENDLY API
CALENDLY API
CALENDLY API
CALENDLY API
sessions pack
sessions pack
join ig close friends
join ig close friends
EXPLORE MEMBERSHIPS CTA
EXPLORE MEMBERSHIPS CTA
EXPLORE HFACTOR CTA
external website
MEMBERSHIPS
MEMBERSHIPS
MEMBERSHIPS
discography
contact form
Impact of the New Information Architecture
48% fewer pages
Reduced the total number of pages by removing low-value and redundant sections.
68% fewer decision points
Simplified navigation paths by consolidating duplicated branches and unclear routes.
62% fewer external exits
fewer external exits
creating a more cohesive and contained browsing experience.
57% fewer steps for key actions
Shortened the path to complete actions like booking a session or scheduling a call.
6 low-value sections removed
Eliminated sections that didn’t support Poo Bear’s core goals or audience needs.
7 structural inconsistencies resolved
Standardized page hierarchy to create a more predictable and scannable content model.
Design Solution 02
Creating a cohesive visual language aligned with Poo Bear’s current identity.
Modernize the visual system to better reflect Poo Bear’s creative tone, legacy, and professionalism.
What wasn’t working
⚠️
Lack of hierarchy — typography and layout didn’t guide the user toward primary actions.
⚠️
Outdated aesthetic — visuals didn’t reflect Poo Bear’s modern, global, creative profile.
⚠️
No brand personality — black & white palette felt generic and didn’t communicate identity.
⚠️
Inconsistent components — cards, CTAs, and imagery lacked cohesion and visual system.
FINAL DESIGN
I modernized the hero section by introducing a bold typographic treatment, a clearer visual hierarchy, and a more expressive color palette aligned with Poo Bear’s artistic tone. The new hero presents him as a global creative figure rather than a generic landing page.
✓ Stronger headline hierarchy
✓ More personality in the color system
✓ Cohesive storytelling using imagery
New Cards
Old cards lacked consistency and hierarchy; the redesign unifies structure, contrast, and messaging to improve scanability and elevate the brand.
for expressive headlines
IMPACT
AaBbCcDdEeFfGgHhIiJjKkLlMmNnÑñOoPpQqRrSsTtUuVvWwXxYyZz1234567890!@#$%&()
for body text
archivo
AaBbCcDdEeFfGgHhIiJjKkLlMmNnÑñOoPpQqRrSsTtUuVvWwXxYyZz1234567890!@#$%&()
#FFFFFF
Background
#575CDB
Primary
#0185FF
Secondary
#ECEFFC
Container
#BFBFC0
Stroke
Design Solution 03
Reframe the Narrative Focus
Highlight Poo Bear’s musical legacy as the primary storytelling axis.
What wasn’t working
⚠️
The homepage didn’t highlight Poo Bear’s impact as a global music creator.
⚠️
Secondary ventures received equal or greater weight than his core artistic work.
⚠️
The narrative lacked emotional depth and failed to communicate legacy, versatility, and achievements.
⚠️
The visual content didn’t reinforce his credibility or personal brand.
APPROACH
✔️
Rebuilt the narrative around Poo Bear’s music, achievements, and legacy.
✔️
Introduced storytelling anchors: Legacy, Creativity, Versatility.
✔️
Curated visuals aligned with the emotional and artistic tone of Poo Bear’s brand.
✔️
Designed editorial sections that highlight discography, collaborations, and cultural impact.
New Storytelling
LEGACY
Jason “Poo Bear” Boyd has left an indelible mark on the global music industry. With over 700 million records sold worldwide, his career stands as a testament to his unparalleled talent and enduring influence in shaping modern music.
CREATIVITY
A true visionary, Poo Bear is celebrated for his ability to craft timeless melodies and chart-topping hits. His work transcends genres and language barriers, bringing cultures together through the universal language of music.
VERSATILITY
Singer, songwriter, producer, and entrepreneur—Poo Bear’s multifaceted career highlights his unmatched ability to innovate and thrive in every aspect of the music industry, setting a standard of excellence for generations to come.
MUSIC
PooBear’s catalog boasts global hits like Justin Bieber’s “Where Are Ü Now,” “What Do You Mean?” and “Yummy,” along with Usher’s “Caught Up” and DJ Khaled’s “I’m the One.” His songwriting spans pop, R&B, and EDM, shaping the sound of stars like Chris Brown, Mariah Carey, and Jennifer Lopez.
IMPACT OF THE NEW STORYTELLING
✨
Strengthened Poo Bear’s position as a global music creator by placing his legacy at the core of the narrative.
✨
Established a cohesive emotional tone that highlights creativity, versatility, and artistic impact.
✨
Reinforced credibility through curated visuals and editorial sections that showcase achievements and collaborations.
✨
Created a more memorable and differentiated brand experience aligned with Poo Bear’s influence and career.
What Changed After the Redesign
Key results achieved through the redesigned information architecture, visual identity, and storytelling.
✨
Stronger and more credible brand presence
The website now reflects Poo Bear’s stature as a global music creator through a cohesive and intentional visual language.
📈
Clearer understanding of Poo Bear’s role and impact
Visitors can quickly grasp who he is, what he does, and why his work matters—without navigating multiple sections.
🧭
Improved content scannability and readability
Information is easier to scan, prioritize, and digest thanks to clearer hierarchy and layout consistency.
🔍
More focused and intentional user journeys
Primary actions and content paths feel deliberate, reducing friction and unnecessary exploration.
KEY LEARNINGS
💡
Navigating stakeholder-driven decisions
💡
Improving visual storytelling and documentation skills
Key assumptions to validate next
🧠
If the new information hierarchy helps users understand Poobear’s value proposition faster when landing on the homepage.
🧭
Whether the updated navigation reduces friction for users looking for specific projects or services.
🤝
If the content structure supports both business goals (conversion) and user goals (clarity and trust).
Design Decisions in a Real-World, Client-Driven Environment
Context & Constraints
Some aspects of the project—such as the color palette and parts of the visual direction—were predefined by the client and driven by business and revenue goals. Due to time constraints, a full user research process was not conducted.
My role within these constraints
Within these limitations, my role was to prioritize clarity, hierarchy, and usability, applying UX best practices and making trade-offs explicit. This approach allowed the redesign to balance business needs with user experience improvements, even in a constrained environment.
Previous Sitemap
Poo bear website
HOME
MEMBERSHIPS
discography
VENTURES
BDI
CONTACT
BIO
GET FAMILIAR
music
music
BDI BIO
contact form
Discography
Discography
headline & press
headline & press
H FACTOR BIO
H FACTOR BIO
Wonderbrett bio
Wonderbrett bio
liminal space bio
liminal space bio
learn more cta
learn more cta
H FACTOR WEBSITE
H FACTOR WEBSITE
learn more cta
learn more cta
learn more cta
learn more cta
learn more cta
learn more cta
youtube video
youtube video
youtube video
youtube video
learn more cta
learn more cta
liminal space website
liminal space website
WONDERBRETT website
WONDERBRETT website
executive
executive
water
water
cannabis
cannabis
tech
tech
CLOTHING
CLOTHING
BDI BIO
BDI BIO
TV
TV
Kenan bio
Afraid of forever bio
Kenan bio
Afraid of forever bio
BOOK A SESSION CTA
BOOK A SESSION CTA
Sessions packs page
Sessions packs page
FEATURE PAGE
FEATURE PAGE
SCHEDULE CALL PAGE
SCHEDULE CALL PAGE
jOING IG CLOSE FRIENDS PAGE
jOING IG CLOSE FRIENDS PAGE
CALENDLY
CALENDLY
SIGN UP FORM
SIGN UP FORM
payout page
payout page
payout page
payout page
BOOK A FEATURE CTA
BOOK A FEATURE CTA
jOIN LIVE CLASSES CTA
(COMING SOON)
jOIN LIVE CLASSES CTA
(COMING SOON)
SCHEDULE CALL CTA
SCHEDULE CALL CTA
join ig close friends CTA
join ig close friends CTA
MEMBERSHIPS
DISCOGRAPHY
⚠️ Low Relevance
Too many low-value content categories unrelated to Poo Bear’s core career. Users are forced to click through multiple unnecessary pages that provide minimal information, increasing friction and cognitive load.
⚠️ EXCESSIVE EXTERNAL NAVIGATION
Many actions redirect users outside the website, interrupting the core experience and reducing engagement.
⚠️ Redundant & Fragmented Flow
Membership options are duplicated on the Home and nav bar.
Simple actions require too many steps and low-content pages, increasing friction.
⚠️ Inconsistent Hierarchy
Key sections appear both as top-level items and nested inside other sections, creating confusion about where information lives.
Explore each step of the Managing Director’s process by clicking on the nodes below.
Building a Cohesive Visual Language
Simplifying the sitemap to create a more intuitive, focused, and cohesive website structure.
LEGACY
Jason “Poo Bear” Boyd has left an indelible mark on the global music industry. With over 700 million records sold worldwide, his career stands as a testament to his unparalleled talent and enduring influence in shaping modern music.
CREATIVITY
A true visionary, Poo Bear is celebrated for his ability to craft timeless melodies and chart-topping hits. His work transcends genres and language barriers, bringing cultures together through the universal language of music.
VERSATILITY
Singer, songwriter, producer, and entrepreneur—Poo Bear’s multifaceted career highlights his unmatched ability to innovate and thrive in every aspect of the music industry, setting a standard of excellence for generations to come.
© 2025 Serena Mali Figueiro
PRODUCT & UX/UI DESIGNER
Case Study
Landing Page Redesign
2024
Poo Bear
A website redesign to bring Poo Bear’s legacy to the forefront—through clearer structure, stronger brand, and a more focused narrative.
Context
Poo Bear is a highly recognized music producer with an outdated website that no longer represents his creative identity or career trajectory. The client requested a redesign to realign the site with his current brand and business needs.
OVERVIEW
This project involved a complete redesign of Poo Bear’s website, including restructuring the information architecture, redefining content priorities, creating a cohesive visual style, and designing a modern and user-focused interface.
goals
1.
Clarify navigation & reduce friction
2.
Elevate brand presence & consistency
3.
Shift attention back to music & impact
🔍 Core Problem
The previous website failed to communicate who Poo Bear is as a music producer and overwhelmed users with unfocused content, making it hard to understand his value, explore his work, or convert into memberships.
🎯 Solution Overview
I redesigned the site with a modern visual identity aligned with Poo Bear’s creative profile, restructured the sitemap to highlight his core offerings, and created a cohesive design system that improves clarity, focus, and overall user experience.
What We Found: The Gaps Holding the Website Back
After analyzing the previous website, several issues became evident — from structural inconsistencies to a lack of narrative focus. Despite Poo Bear’s prestige as a global artist and producer, the site failed to convey his professionalism, legacy, and artistic identity.
🧩
Navigation felt scattered
Disorganized site architecture with too many low-content sections, leading to confusion and poor content hierarchy.
🎨
The look didn’t match his current stature
An obsolete visual language that didn’t reflect the artist’s modern, creative, and global image.
🎯
Ventures competed with the core story
Equal emphasis on secondary ventures overshadowed his main role as a musician and producer.
📉
Content didn’t guide a clear narrative
Irrelevant or repetitive information diluted the site’s storytelling and made navigation feel purposeless.
Our Approach to Transforming the Experience
Based on the findings, I translated the redesign into three core design moves—each one addressing a different layer of the experience.
01- A clear structure.
02- A stronger brand.
03- A focused narrative.
Design Solution 01
Bringing Structure and Clarity Back to the Website
Reduce navigation noise and make key paths obvious.
What wasn’t working
⚠️
Too many irrelevant categories diluted Poo Bear’s identity.
⚠️
Duplicate sections and inconsistent hierarchy confused users.
⚠️
Fragmented navigation made membership flows hard to follow.
⚠️
Excessive external redirects decreased engagement.
How this solves previous issues
✔️
Removed irrelevant categories → streamlined content around core goals.
✔️
Consolidated pages → reduced complexity and eliminated duplicates.
✔️
Minimized external redirects → improved retention and user flow clarity.
✔️
Simplified hierarchy → reduced depth from 5 levels to 2.
REFINED Sitemap
Poo bear website
HOME
MEMBERSHIPS
discography
VENTURES
CONTACT
hero / banner
hero / banner
ABOUT + VIDEO SECTION
Credits Highlight
Memberships Preview
(4 cards)
Ventures / HFactor Section
Book a Session CTA
VIEW ALL CREDITS CTA
Book a session
Book a session
H FACTOR
Explore H Factor cta
Explore WONDERBRETT
LEARN MORE cta
EXTERNAL WEBSITE
EXTERNAL WEBSITE
EXTERNAL WEBSITE
book a feature
book a feature
LIMINAL SPACE
schedule a call
schedule a call
WONDERBRETT
CALENDLY API
CALENDLY API
CALENDLY API
CALENDLY API
CALENDLY API
CALENDLY API
sessions pack
sessions pack
join ig close friends
join ig close friends
EXPLORE MEMBERSHIPS CTA
EXPLORE MEMBERSHIPS CTA
EXPLORE HFACTOR CTA
external website
MEMBERSHIPS
MEMBERSHIPS
MEMBERSHIPS
discography
contact form
Impact of the New Information Architecture
48% fewer pages
Reduced the total number of pages by removing low-value and redundant sections.
68% fewer decision points
Simplified navigation paths by consolidating duplicated branches and unclear routes.
62% fewer external exits
fewer external exits
creating a more cohesive and contained browsing experience.
57% fewer steps for key actions
Shortened the path to complete actions like booking a session or scheduling a call.
6 low-value sections removed
Eliminated sections that didn’t support Poo Bear’s core goals or audience needs.
7 structural inconsistencies resolved
Standardized page hierarchy to create a more predictable and scannable content model.
Design Solution 02
Creating a cohesive visual language aligned with Poo Bear’s current identity.
Modernize the visual system to better reflect Poo Bear’s creative tone, legacy, and professionalism.
What wasn’t working
⚠️
Lack of hierarchy — typography and layout didn’t guide the user toward primary actions.
⚠️
Outdated aesthetic — visuals didn’t reflect Poo Bear’s modern, global, creative profile.
⚠️
No brand personality — black & white palette felt generic and didn’t communicate identity.
⚠️
Inconsistent components — cards, CTAs, and imagery lacked cohesion and visual system.
FINAL DESIGN
I modernized the hero section by introducing a bold typographic treatment, a clearer visual hierarchy, and a more expressive color palette aligned with Poo Bear’s artistic tone. The new hero presents him as a global creative figure rather than a generic landing page.
✓ Stronger headline hierarchy
✓ More personality in the color system
✓ Cohesive storytelling using imagery
New Cards
Old cards lacked consistency and hierarchy; the redesign unifies structure, contrast, and messaging to improve scanability and elevate the brand.
for expressive headlines
IMPACT
AaBbCcDdEeFfGgHhIiJjKkLlMmNnÑñOoPpQqRrSsTtUuVvWwXxYyZz1234567890!@#$%&()
for body text
archivo
AaBbCcDdEeFfGgHhIiJjKkLlMmNnÑñOoPpQqRrSsTtUuVvWwXxYyZz1234567890!@#$%&()
#FFFFFF
Background
#575CDB
Primary
#0185FF
Secondary
#ECEFFC
Container
#BFBFC0
Stroke
Design Solution 03
Reframe the Narrative Focus
Highlight Poo Bear’s musical legacy as the primary storytelling axis.
What wasn’t working
⚠️
The homepage didn’t highlight Poo Bear’s impact as a global music creator.
⚠️
Secondary ventures received equal or greater weight than his core artistic work.
⚠️
The narrative lacked emotional depth and failed to communicate legacy, versatility, and achievements.
⚠️
The visual content didn’t reinforce his credibility or personal brand.
APPROACH
✔️
Rebuilt the narrative around Poo Bear’s music, achievements, and legacy.
✔️
Introduced storytelling anchors: Legacy, Creativity, Versatility.
✔️
Curated visuals aligned with the emotional and artistic tone of Poo Bear’s brand.
✔️
Designed editorial sections that highlight discography, collaborations, and cultural impact.
New Storytelling
LEGACY
Jason “Poo Bear” Boyd has left an indelible mark on the global music industry. With over 700 million records sold worldwide, his career stands as a testament to his unparalleled talent and enduring influence in shaping modern music.
CREATIVITY
A true visionary, Poo Bear is celebrated for his ability to craft timeless melodies and chart-topping hits. His work transcends genres and language barriers, bringing cultures together through the universal language of music.
VERSATILITY
Singer, songwriter, producer, and entrepreneur—Poo Bear’s multifaceted career highlights his unmatched ability to innovate and thrive in every aspect of the music industry, setting a standard of excellence for generations to come.
MUSIC
PooBear’s catalog boasts global hits like Justin Bieber’s “Where Are Ü Now,” “What Do You Mean?” and “Yummy,” along with Usher’s “Caught Up” and DJ Khaled’s “I’m the One.” His songwriting spans pop, R&B, and EDM, shaping the sound of stars like Chris Brown, Mariah Carey, and Jennifer Lopez.
IMPACT OF THE NEW STORYTELLING
✨
Strengthened Poo Bear’s position as a global music creator by placing his legacy at the core of the narrative.
✨
Established a cohesive emotional tone that highlights creativity, versatility, and artistic impact.
✨
Reinforced credibility through curated visuals and editorial sections that showcase achievements and collaborations.
✨
Created a more memorable and differentiated brand experience aligned with Poo Bear’s influence and career.
What Changed After the Redesign
Key results achieved through the redesigned information architecture, visual identity, and storytelling.
✨
Stronger and more credible brand presence
The website now reflects Poo Bear’s stature as a global music creator through a cohesive and intentional visual language.
📈
Clearer understanding of Poo Bear’s role and impact
Visitors can quickly grasp who he is, what he does, and why his work matters—without navigating multiple sections.
🧭
Improved content scannability and readability
Information is easier to scan, prioritize, and digest thanks to clearer hierarchy and layout consistency.
🔍
More focused and intentional user journeys
Primary actions and content paths feel deliberate, reducing friction and unnecessary exploration.
KEY LEARNINGS
💡
Navigating stakeholder-driven decisions
💡
Improving visual storytelling and documentation skills
Key assumptions to validate next
🧠
If the new information hierarchy helps users understand Poobear’s value proposition faster when landing on the homepage.
🧭
Whether the updated navigation reduces friction for users looking for specific projects or services.
🤝
If the content structure supports both business goals (conversion) and user goals (clarity and trust).
Design Decisions in a Real-World, Client-Driven Environment
Context & Constraints
Some aspects of the project—such as the color palette and parts of the visual direction—were predefined by the client and driven by business and revenue goals. Due to time constraints, a full user research process was not conducted.
My role within these constraints
Within these limitations, my role was to prioritize clarity, hierarchy, and usability, applying UX best practices and making trade-offs explicit. This approach allowed the redesign to balance business needs with user experience improvements, even in a constrained environment.
Previous Sitemap
Poo bear website
HOME
MEMBERSHIPS
discography
VENTURES
BDI
CONTACT
BIO
GET FAMILIAR
music
music
BDI BIO
contact form
Discography
Discography
headline & press
headline & press
H FACTOR BIO
H FACTOR BIO
Wonderbrett bio
Wonderbrett bio
liminal space bio
liminal space bio
learn more cta
learn more cta
H FACTOR WEBSITE
H FACTOR WEBSITE
learn more cta
learn more cta
learn more cta
learn more cta
learn more cta
learn more cta
youtube video
youtube video
youtube video
youtube video
learn more cta
learn more cta
liminal space website
liminal space website
WONDERBRETT website
WONDERBRETT website
executive
executive
water
water
cannabis
cannabis
tech
tech
CLOTHING
CLOTHING
BDI BIO
BDI BIO
TV
TV
Kenan bio
Afraid of forever bio
Kenan bio
Afraid of forever bio
BOOK A SESSION CTA
BOOK A SESSION CTA
Sessions packs page
Sessions packs page
FEATURE PAGE
FEATURE PAGE
SCHEDULE CALL PAGE
SCHEDULE CALL PAGE
jOING IG CLOSE FRIENDS PAGE
jOING IG CLOSE FRIENDS PAGE
CALENDLY
CALENDLY
SIGN UP FORM
SIGN UP FORM
payout page
payout page
payout page
payout page
BOOK A FEATURE CTA
BOOK A FEATURE CTA
jOIN LIVE CLASSES CTA
(COMING SOON)
jOIN LIVE CLASSES CTA
(COMING SOON)
SCHEDULE CALL CTA
SCHEDULE CALL CTA
join ig close friends CTA
join ig close friends CTA
MEMBERSHIPS
DISCOGRAPHY
⚠️ Low Relevance
Too many low-value content categories unrelated to Poo Bear’s core career. Users are forced to click through multiple unnecessary pages that provide minimal information, increasing friction and cognitive load.
⚠️ EXCESSIVE EXTERNAL NAVIGATION
Many actions redirect users outside the website, interrupting the core experience and reducing engagement.
⚠️ Redundant & Fragmented Flow
Membership options are duplicated on the Home and nav bar.
Simple actions require too many steps and low-content pages, increasing friction.
⚠️ Inconsistent Hierarchy
Key sections appear both as top-level items and nested inside other sections, creating confusion about where information lives.
Explore each step of the Managing Director’s process by clicking on the nodes below.
Building a Cohesive Visual Language
Simplifying the sitemap to create a more intuitive, focused, and cohesive website structure.
LEGACY
Jason “Poo Bear” Boyd has left an indelible mark on the global music industry. With over 700 million records sold worldwide, his career stands as a testament to his unparalleled talent and enduring influence in shaping modern music.
CREATIVITY
A true visionary, Poo Bear is celebrated for his ability to craft timeless melodies and chart-topping hits. His work transcends genres and language barriers, bringing cultures together through the universal language of music.
VERSATILITY
Singer, songwriter, producer, and entrepreneur—Poo Bear’s multifaceted career highlights his unmatched ability to innovate and thrive in every aspect of the music industry, setting a standard of excellence for generations to come.
© 2025 Serena Mali Figueiro
PRODUCT & UX/UI DESIGNER
Case Study
Landing Page Redesign
2024
Poo Bear
A website redesign to bring Poo Bear’s legacy to the forefront—through clearer structure, stronger brand, and a more focused narrative.
Context
Poo Bear is a highly recognized music producer with an outdated website that no longer represents his creative identity or career trajectory. The client requested a redesign to realign the site with his current brand and business needs.
OVERVIEW
This project involved a complete redesign of Poo Bear’s website, including restructuring the information architecture, redefining content priorities, creating a cohesive visual style, and designing a modern and user-focused interface.
goals
1.
Clarify navigation & reduce friction
2.
Elevate brand presence & consistency
3.
Shift attention back to music & impact
🔍 Core Problem
The previous website failed to communicate who Poo Bear is as a music producer and overwhelmed users with unfocused content, making it hard to understand his value, explore his work, or convert into memberships.
🎯 Solution Overview
I redesigned the site with a modern visual identity aligned with Poo Bear’s creative profile, restructured the sitemap to highlight his core offerings, and created a cohesive design system that improves clarity, focus, and overall user experience.
What We Found: The Gaps Holding the Website Back
After analyzing the previous website, several issues became evident — from structural inconsistencies to a lack of narrative focus. Despite Poo Bear’s prestige as a global artist and producer, the site failed to convey his professionalism, legacy, and artistic identity.
🧩
Navigation felt scattered
Disorganized site architecture with too many low-content sections, leading to confusion and poor content hierarchy.
🎨
The look didn’t match his current stature
An obsolete visual language that didn’t reflect the artist’s modern, creative, and global image.
🎯
Ventures competed with the core story
Equal emphasis on secondary ventures overshadowed his main role as a musician and producer.
📉
Content didn’t guide a clear narrative
Irrelevant or repetitive information diluted the site’s storytelling and made navigation feel purposeless.
Our Approach to Transforming the Experience
Based on the findings, I translated the redesign into three core design moves—each one addressing a different layer of the experience.
01- A clear structure.
02- A stronger brand.
03- A focused narrative.
Design Solution 01
Bringing Structure and Clarity Back to the Website
Reduce navigation noise and make key paths obvious.
What wasn’t working
⚠️
Too many irrelevant categories diluted Poo Bear’s identity.
⚠️
Duplicate sections and inconsistent hierarchy confused users.
⚠️
Fragmented navigation made membership flows hard to follow.
⚠️
Excessive external redirects decreased engagement.
How this solves previous issues
✔️
Removed irrelevant categories → streamlined content around core goals.
✔️
Consolidated pages → reduced complexity and eliminated duplicates.
✔️
Minimized external redirects → improved retention and user flow clarity.
✔️
Simplified hierarchy → reduced depth from 5 levels to 2.
REFINED Sitemap
Poo bear website
HOME
MEMBERSHIPS
discography
VENTURES
CONTACT
hero / banner
hero / banner
ABOUT + VIDEO SECTION
Credits Highlight
Memberships Preview
(4 cards)
Ventures / HFactor Section
Book a Session CTA
VIEW ALL CREDITS CTA
Book a session
Book a session
H FACTOR
Explore H Factor cta
Explore WONDERBRETT
LEARN MORE cta
EXTERNAL WEBSITE
EXTERNAL WEBSITE
EXTERNAL WEBSITE
book a feature
book a feature
LIMINAL SPACE
schedule a call
schedule a call
WONDERBRETT
CALENDLY API
CALENDLY API
CALENDLY API
CALENDLY API
CALENDLY API
CALENDLY API
sessions pack
sessions pack
join ig close friends
join ig close friends
EXPLORE MEMBERSHIPS CTA
EXPLORE MEMBERSHIPS CTA
EXPLORE HFACTOR CTA
external website
MEMBERSHIPS
MEMBERSHIPS
MEMBERSHIPS
discography
contact form
Impact of the New Information Architecture
48% fewer pages
Reduced the total number of pages by removing low-value and redundant sections.
68% fewer decision points
Simplified navigation paths by consolidating duplicated branches and unclear routes.
62% fewer external exits
fewer external exits
creating a more cohesive and contained browsing experience.
57% fewer steps for key actions
Shortened the path to complete actions like booking a session or scheduling a call.
6 low-value sections removed
Eliminated sections that didn’t support Poo Bear’s core goals or audience needs.
7 structural inconsistencies resolved
Standardized page hierarchy to create a more predictable and scannable content model.
Design Solution 02
Creating a cohesive visual language aligned with Poo Bear’s current identity.
Modernize the visual system to better reflect Poo Bear’s creative tone, legacy, and professionalism.
What wasn’t working
⚠️
Lack of hierarchy — typography and layout didn’t guide the user toward primary actions.
⚠️
Outdated aesthetic — visuals didn’t reflect Poo Bear’s modern, global, creative profile.
⚠️
No brand personality — black & white palette felt generic and didn’t communicate identity.
⚠️
Inconsistent components — cards, CTAs, and imagery lacked cohesion and visual system.
FINAL DESIGN
I modernized the hero section by introducing a bold typographic treatment, a clearer visual hierarchy, and a more expressive color palette aligned with Poo Bear’s artistic tone. The new hero presents him as a global creative figure rather than a generic landing page.
✓ Stronger headline hierarchy
✓ More personality in the color system
✓ Cohesive storytelling using imagery
New Cards
Old cards lacked consistency and hierarchy; the redesign unifies structure, contrast, and messaging to improve scanability and elevate the brand.
for expressive headlines
IMPACT
AaBbCcDdEeFfGgHhIiJjKkLlMmNnÑñOoPpQqRrSsTtUuVvWwXxYyZz1234567890!@#$%&()
for body text
archivo
AaBbCcDdEeFfGgHhIiJjKkLlMmNnÑñOoPpQqRrSsTtUuVvWwXxYyZz1234567890!@#$%&()
#FFFFFF
Background
#575CDB
Primary
#0185FF
Secondary
#ECEFFC
Container
#BFBFC0
Stroke
Design Solution 03
Reframe the Narrative Focus
Highlight Poo Bear’s musical legacy as the primary storytelling axis.
What wasn’t working
⚠️
The homepage didn’t highlight Poo Bear’s impact as a global music creator.
⚠️
Secondary ventures received equal or greater weight than his core artistic work.
⚠️
The narrative lacked emotional depth and failed to communicate legacy, versatility, and achievements.
⚠️
The visual content didn’t reinforce his credibility or personal brand.
APPROACH
✔️
Rebuilt the narrative around Poo Bear’s music, achievements, and legacy.
✔️
Introduced storytelling anchors: Legacy, Creativity, Versatility.
✔️
Curated visuals aligned with the emotional and artistic tone of Poo Bear’s brand.
✔️
Designed editorial sections that highlight discography, collaborations, and cultural impact.
New Storytelling
LEGACY
Jason “Poo Bear” Boyd has left an indelible mark on the global music industry. With over 700 million records sold worldwide, his career stands as a testament to his unparalleled talent and enduring influence in shaping modern music.
CREATIVITY
A true visionary, Poo Bear is celebrated for his ability to craft timeless melodies and chart-topping hits. His work transcends genres and language barriers, bringing cultures together through the universal language of music.
VERSATILITY
Singer, songwriter, producer, and entrepreneur—Poo Bear’s multifaceted career highlights his unmatched ability to innovate and thrive in every aspect of the music industry, setting a standard of excellence for generations to come.
MUSIC
PooBear’s catalog boasts global hits like Justin Bieber’s “Where Are Ü Now,” “What Do You Mean?” and “Yummy,” along with Usher’s “Caught Up” and DJ Khaled’s “I’m the One.” His songwriting spans pop, R&B, and EDM, shaping the sound of stars like Chris Brown, Mariah Carey, and Jennifer Lopez.
IMPACT OF THE NEW STORYTELLING
✨
Strengthened Poo Bear’s position as a global music creator by placing his legacy at the core of the narrative.
✨
Established a cohesive emotional tone that highlights creativity, versatility, and artistic impact.
✨
Reinforced credibility through curated visuals and editorial sections that showcase achievements and collaborations.
✨
Created a more memorable and differentiated brand experience aligned with Poo Bear’s influence and career.
What Changed After the Redesign
Key results achieved through the redesigned information architecture, visual identity, and storytelling.
✨
Stronger and more credible brand presence
The website now reflects Poo Bear’s stature as a global music creator through a cohesive and intentional visual language.
📈
Clearer understanding of Poo Bear’s role and impact
Visitors can quickly grasp who he is, what he does, and why his work matters—without navigating multiple sections.
🧭
Improved content scannability and readability
Information is easier to scan, prioritize, and digest thanks to clearer hierarchy and layout consistency.
🔍
More focused and intentional user journeys
Primary actions and content paths feel deliberate, reducing friction and unnecessary exploration.
KEY LEARNINGS
💡
Navigating stakeholder-driven decisions
💡
Improving visual storytelling and documentation skills
Key assumptions to validate next
🧠
If the new information hierarchy helps users understand Poobear’s value proposition faster when landing on the homepage.
🧭
Whether the updated navigation reduces friction for users looking for specific projects or services.
🤝
If the content structure supports both business goals (conversion) and user goals (clarity and trust).
Design Decisions in a Real-World, Client-Driven Environment
Context & Constraints
Some aspects of the project—such as the color palette and parts of the visual direction—were predefined by the client and driven by business and revenue goals. Due to time constraints, a full user research process was not conducted.
My role within these constraints
Within these limitations, my role was to prioritize clarity, hierarchy, and usability, applying UX best practices and making trade-offs explicit. This approach allowed the redesign to balance business needs with user experience improvements, even in a constrained environment.
Explore each step of the Managing Director’s process by clicking on the nodes below.
Building a Cohesive Visual Language
Simplifying the sitemap to create a more intuitive, focused, and cohesive website structure.
LEGACY
Jason “Poo Bear” Boyd has left an indelible mark on the global music industry. With over 700 million records sold worldwide, his career stands as a testament to his unparalleled talent and enduring influence in shaping modern music.
CREATIVITY
A true visionary, Poo Bear is celebrated for his ability to craft timeless melodies and chart-topping hits. His work transcends genres and language barriers, bringing cultures together through the universal language of music.
VERSATILITY
Singer, songwriter, producer, and entrepreneur—Poo Bear’s multifaceted career highlights his unmatched ability to innovate and thrive in every aspect of the music industry, setting a standard of excellence for generations to come.
© 2025 Serena Mali Figueiro
PRODUCT & UX/UI DESIGNER
Case Study
Landing Page Redesign
2024
Poo Bear
A website redesign to bring Poo Bear’s legacy to the forefront—through clearer structure, stronger brand, and a more focused narrative.
Context
Poo Bear is a highly recognized music producer with an outdated website that no longer represents his creative identity or career trajectory. The client requested a redesign to realign the site with his current brand and business needs.
OVERVIEW
This project involved a complete redesign of Poo Bear’s website, including restructuring the information architecture, redefining content priorities, creating a cohesive visual style, and designing a modern and user-focused interface.
goals
1.
Clarify navigation & reduce friction
2.
Elevate brand presence & consistency
3.
Shift attention back to music & impact
🔍 Core Problem
The previous website failed to communicate who Poo Bear is as a music producer and overwhelmed users with unfocused content, making it hard to understand his value, explore his work, or convert into memberships.
🎯 Solution Overview
I redesigned the site with a modern visual identity aligned with Poo Bear’s creative profile, restructured the sitemap to highlight his core offerings, and created a cohesive design system that improves clarity, focus, and overall user experience.
What We Found: The Gaps Holding the Website Back
After analyzing the previous website, several issues became evident — from structural inconsistencies to a lack of narrative focus. Despite Poo Bear’s prestige as a global artist and producer, the site failed to convey his professionalism, legacy, and artistic identity.
🧩
Navigation felt scattered
Disorganized site architecture with too many low-content sections, leading to confusion and poor content hierarchy.
🎨
The look didn’t match his current stature
An obsolete visual language that didn’t reflect the artist’s modern, creative, and global image.
🎯
Ventures competed with the core story
Equal emphasis on secondary ventures overshadowed his main role as a musician and producer.
📉
Content didn’t guide a clear narrative
Irrelevant or repetitive information diluted the site’s storytelling and made navigation feel purposeless.
Our Approach to Transforming the Experience
Based on the findings, I translated the redesign into three core design moves—each one addressing a different layer of the experience.
01- A clear structure.
02- A stronger brand.
03- A focused narrative.
Design Solution 01
Bringing Structure and Clarity Back to the Website
Reduce navigation noise and make key paths obvious.
What wasn’t working
⚠️
Too many irrelevant categories diluted Poo Bear’s identity.
⚠️
Duplicate sections and inconsistent hierarchy confused users.
⚠️
Fragmented navigation made membership flows hard to follow.
⚠️
Excessive external redirects decreased engagement.
How this solves previous issues
✔️
Removed irrelevant categories → streamlined content around core goals.
✔️
Consolidated pages → reduced complexity and eliminated duplicates.
✔️
Minimized external redirects → improved retention and user flow clarity.
✔️
Simplified hierarchy → reduced depth from 5 levels to 2.
REFINED Sitemap
Poo bear website
HOME
MEMBERSHIPS
discography
VENTURES
CONTACT
hero / banner
hero / banner
ABOUT + VIDEO SECTION
Credits Highlight
Memberships Preview
(4 cards)
Ventures / HFactor Section
Book a Session CTA
VIEW ALL CREDITS CTA
Book a session
Book a session
H FACTOR
Explore H Factor cta
Explore WONDERBRETT
LEARN MORE cta
EXTERNAL WEBSITE
EXTERNAL WEBSITE
EXTERNAL WEBSITE
book a feature
book a feature
LIMINAL SPACE
schedule a call
schedule a call
WONDERBRETT
CALENDLY API
CALENDLY API
CALENDLY API
CALENDLY API
CALENDLY API
CALENDLY API
sessions pack
sessions pack
join ig close friends
join ig close friends
EXPLORE MEMBERSHIPS CTA
EXPLORE MEMBERSHIPS CTA
EXPLORE HFACTOR CTA
external website
MEMBERSHIPS
MEMBERSHIPS
MEMBERSHIPS
discography
contact form
Impact of the New Information Architecture
48% fewer pages
Reduced the total number of pages by removing low-value and redundant sections.
68% fewer decision points
Simplified navigation paths by consolidating duplicated branches and unclear routes.
62% fewer external exits
fewer external exits
creating a more cohesive and contained browsing experience.
57% fewer steps for key actions
Shortened the path to complete actions like booking a session or scheduling a call.
6 low-value sections removed
Eliminated sections that didn’t support Poo Bear’s core goals or audience needs.
7 structural inconsistencies resolved
Standardized page hierarchy to create a more predictable and scannable content model.
Design Solution 02
Creating a cohesive visual language aligned with Poo Bear’s current identity.
Modernize the visual system to better reflect Poo Bear’s creative tone, legacy, and professionalism.
What wasn’t working
⚠️
Lack of hierarchy — typography and layout didn’t guide the user toward primary actions.
⚠️
Outdated aesthetic — visuals didn’t reflect Poo Bear’s modern, global, creative profile.
⚠️
No brand personality — black & white palette felt generic and didn’t communicate identity.
⚠️
Inconsistent components — cards, CTAs, and imagery lacked cohesion and visual system.
FINAL DESIGN
I modernized the hero section by introducing a bold typographic treatment, a clearer visual hierarchy, and a more expressive color palette aligned with Poo Bear’s artistic tone. The new hero presents him as a global creative figure rather than a generic landing page.
✓ Stronger headline hierarchy
✓ More personality in the color system
✓ Cohesive storytelling using imagery
New Cards
Old cards lacked consistency and hierarchy; the redesign unifies structure, contrast, and messaging to improve scanability and elevate the brand.
for expressive headlines
IMPACT
AaBbCcDdEeFfGgHhIiJjKkLlMmNnÑñOoPpQqRrSsTtUuVvWwXxYyZz1234567890!@#$%&()
for body text
archivo
AaBbCcDdEeFfGgHhIiJjKkLlMmNnÑñOoPpQqRrSsTtUuVvWwXxYyZz1234567890!@#$%&()
#FFFFFF
Background
#575CDB
Primary
#0185FF
Secondary
#ECEFFC
Container
#BFBFC0
Stroke
Design Solution 03
Reframe the Narrative Focus
Highlight Poo Bear’s musical legacy as the primary storytelling axis.
What wasn’t working
⚠️
The homepage didn’t highlight Poo Bear’s impact as a global music creator.
⚠️
Secondary ventures received equal or greater weight than his core artistic work.
⚠️
The narrative lacked emotional depth and failed to communicate legacy, versatility, and achievements.
⚠️
The visual content didn’t reinforce his credibility or personal brand.
APPROACH
✔️
Rebuilt the narrative around Poo Bear’s music, achievements, and legacy.
✔️
Introduced storytelling anchors: Legacy, Creativity, Versatility.
✔️
Curated visuals aligned with the emotional and artistic tone of Poo Bear’s brand.
✔️
Designed editorial sections that highlight discography, collaborations, and cultural impact.
New Storytelling
LEGACY
Jason “Poo Bear” Boyd has left an indelible mark on the global music industry. With over 700 million records sold worldwide, his career stands as a testament to his unparalleled talent and enduring influence in shaping modern music.
CREATIVITY
A true visionary, Poo Bear is celebrated for his ability to craft timeless melodies and chart-topping hits. His work transcends genres and language barriers, bringing cultures together through the universal language of music.
VERSATILITY
Singer, songwriter, producer, and entrepreneur—Poo Bear’s multifaceted career highlights his unmatched ability to innovate and thrive in every aspect of the music industry, setting a standard of excellence for generations to come.
MUSIC
PooBear’s catalog boasts global hits like Justin Bieber’s “Where Are Ü Now,” “What Do You Mean?” and “Yummy,” along with Usher’s “Caught Up” and DJ Khaled’s “I’m the One.” His songwriting spans pop, R&B, and EDM, shaping the sound of stars like Chris Brown, Mariah Carey, and Jennifer Lopez.
IMPACT OF THE NEW STORYTELLING
✨
Strengthened Poo Bear’s position as a global music creator by placing his legacy at the core of the narrative.
✨
Established a cohesive emotional tone that highlights creativity, versatility, and artistic impact.
✨
Reinforced credibility through curated visuals and editorial sections that showcase achievements and collaborations.
✨
Created a more memorable and differentiated brand experience aligned with Poo Bear’s influence and career.
What Changed After the Redesign
Key results achieved through the redesigned information architecture, visual identity, and storytelling.
✨
Stronger and more credible brand presence
The website now reflects Poo Bear’s stature as a global music creator through a cohesive and intentional visual language.
📈
Clearer understanding of Poo Bear’s role and impact
Visitors can quickly grasp who he is, what he does, and why his work matters—without navigating multiple sections.
🧭
Improved content scannability and readability
Information is easier to scan, prioritize, and digest thanks to clearer hierarchy and layout consistency.
🔍
More focused and intentional user journeys
Primary actions and content paths feel deliberate, reducing friction and unnecessary exploration.
KEY LEARNINGS
💡
Navigating stakeholder-driven decisions
💡
Improving visual storytelling and documentation skills
Key assumptions to validate next
🧠
If the new information hierarchy helps users understand Poobear’s value proposition faster when landing on the homepage.
🧭
Whether the updated navigation reduces friction for users looking for specific projects or services.
🤝
If the content structure supports both business goals (conversion) and user goals (clarity and trust).
Design Decisions in a Real-World, Client-Driven Environment
Context & Constraints
Some aspects of the project—such as the color palette and parts of the visual direction—were predefined by the client and driven by business and revenue goals. Due to time constraints, a full user research process was not conducted.
My role within these constraints
Within these limitations, my role was to prioritize clarity, hierarchy, and usability, applying UX best practices and making trade-offs explicit. This approach allowed the redesign to balance business needs with user experience improvements, even in a constrained environment.