UserTesting
Brand Refresh
My Role
Creative Direction & Lead
Branding
UX/UI Design
Design System
Illustration
Info
UserTesting is an on-demand human insight platform that empowers companies with a deep, first-person understanding of how their target audience behaves—and why—across any experience.
During my four years with the company, we’ve gone through multiple brand evolution. Most recently, after acquiring Teston, an Edinburgh-based company, we initiated a comprehensive brand refresh to create cohesion between the two brands. I led the brand team through the full process—audit, ideation, exploration, and execution. In just two months, we conducted research, synthesized insights, developed compelling concepts, and transformed our brand expression, seamlessly extending it across every touchpoint—while simultaneously managing daily tasks and other key marketing initiatives.
Credits
Lead Designer: Amy Li
Senior Designer: Manjia Zhao
Visual Designer: Yunji Jun
Illustrator: Nicholas Slater
Creating a Design Kit
I created and documented our very first design kit, a standard to serve as a single source of truth for consistent, efficient, and scalable design. Using the design kit and brand language we’ve developed, which we then extended across every touchpoint external and internally: website, demand gen ads, landing pages, social, industry reports, ebooks, and etc.
