Building the Digital Foundation
Role
UX & Digital Strategy Lead
Industry
B2B SaaS / Growth Stage
Engagement
Website Strategy, IA, UX, Phased Execution
Timeline
Ongoing, 2025
2 min overview / 6-8 min with details
Overview
HighPeak engaged me during an early growth phase to help clarify positioning and establish a scalable digital foundation. The work focuses on evolving the website into a go-to-market system that can support shifting product direction, expanding audiences, and future growth initiatives.
Rather than a traditional redesign, HighPeak needed structure, clarity, and sequencing. A digital foundation that could evolve alongside the business instead of becoming a constraint. The core challenge: balancing speed with correctness, moving forward without prematurely hardening decisions still being defined.
The engagement remains ongoing, with upcoming phases focused on optimization, content expansion, and deeper funnel refinement as product and backend systems mature.
My Role
- UX & digital strategy Leading website strategy, information architecture, and UX decisions
- Execution planning Defining phased rollout plans and delivery sequencing
- Cross-functional coordination Managing dependencies between design, content, and development
- Stakeholder alignment Acting as central point of alignment, supporting decision-making during ambiguity
Impact
- Established a scalable digital foundation
- Improved internal clarity around positioning and audience focus
- Enabled phased delivery without blocking parallel initiatives
- Aligned UX decisions with business and go-to-market goals
The website now functions as a flexible system rather than a static deliverable.
Reflection
This engagement reflects UX leadership in ambiguous, evolving environments: structuring work so decisions happen in the right order, maintaining momentum without sacrificing long-term flexibility, and building systems designed to absorb change.
Details
Goals & Constraints
Primary Goals
- Clarify positioning for multiple audience segments
- Establish a scalable website structure that could grow with the product
- Define clear UX pathways to support lead generation and future funnels
- Enable phased delivery without blocking parallel initiatives
Key Constraints
- Product, pricing, and onboarding logic still under definition
- Backend data capture and integrations unresolved
- Dependencies across design, content, and development
- Need to maintain flexibility while still shipping meaningful progress
These constraints shaped every strategic and UX decision throughout the engagement.
Approach & Work
Discovery & Alignment
The engagement began with synthesizing stakeholder input, identifying unknowns, and mapping constraints. This work focused less on visual direction and more on understanding what the website needed to enable over time.
Information Architecture & Structure
A major focus was defining a flexible information architecture that could support multiple audiences, evolving messaging, and future product expansion. This included sitemap development, page hierarchy definition, and decisions around what content belonged where, and when.
UX Strategy & Funnel Thinking
Rather than treating pages as static destinations, the website was approached as a system of pathways. This included defining primary and secondary conversion paths, clarifying CTA logic, and ensuring UX decisions aligned with longer-term funnel goals.
Phased Execution Planning
Given the evolving nature of the product and constraints, execution was intentionally phased. This prevented premature design decisions and allowed progress without sacrificing long-term flexibility.
Cross-Functional Coordination
Throughout the engagement, I worked closely with design, development, and content stakeholders to ensure alignment.
- Translating strategy into actionable design direction
- Coordinating handoffs and expectations
- Flagging blockers early to avoid downstream issues
- Maintaining momentum while managing uncertainty
This coordination was critical to keeping the work moving without creating misalignment.
Artifacts & Deliverables
