An audit of Esri.com revealed an experience that felt fragmented despite living on a single platform. Industry solutions, product marketing, technical documentation, and support content all reflected different approaches to visual communication. Through stakeholder interviews and workflow analysis, I found that the issue had nothing to do with a lack of communication or effort. Teams had simply developed their own methods over time, each optimizing for their own goals and constraints.

Without a shared design strategy, much of the site defaulted to industry conventions, like dense information, technical messaging, and inconsistent storytelling. The challenge was creating a visual system that made creative and strategic alignment across teams easy.