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CASE STUDY
DOLBY.COM REDESIGNIn 2018 I was hired by HUGE to serve as the Lead Experience Director on the dolby.com redesign. In this role, I was responsible for advancing the experience design perspective within the team, managing junior Interaction Designers, and serving as one of the primary points of contact for clients.
ROLELead Experience Desginer

CLIENTDolby Labs
AGENCYHUGE
LAUNCHED2018-2019

MY ROLE
What I led.
And how I directed it.

THE PROBLEM




A site built for the
wrong audience.

65%

 
of the old dolby.com was geared toward audio/video professionals — despite consumer audiences driving nearly all traffic

82%


of web traffic came from consumer-oriented content — yet the site prioritized B2B and professional pages


THE MISSION
Three goals.
One Direction.
01
Support the shift in brand perception and connect with a new consumer audience to increase engagement, sharing, and changing consumer perception of Dolby.

02
Help guests comprehend the ways Dolby enhances entertainment so they understand — and begin to crave — what they're missing.

03
Make it ridiculously easy to access Dolby experiences in order to drive engagement with Dolby content and products.
TARGET AUDIENCE

Entertainment Addicts

Hyper-engaged content consumers who prioritize the best possible sound and picture. Early adopters and device maximizers — seen as a source on the latest tech and entertainment.



Early adopters




Experience enthusiasts

Tech influencers who prioritize product design as much as performance. Premium seekers who turn to YouTube, streaming, and gaming over traditional TV.


Tech Influencers





Feature Fanatics

Practical, spec-driven consumers customizing their entertainment experience with the highest quality sound and picture. Functionality and performance over brand.

Spec Driven
Trendseekers

Tech-interested streaming enthusiasts who are fast followers of the latest tech trends. Brand-conscious premium seekers who like to be seen as having the best products.


Brand Conscious

Feel more
ALIVE IN DOLBY






Empower passions by connecting consumers to rich experiences and inspiring them to create. The strategy directly shaped the information architecture and content framework.





WHAT WE MADE

GOALS & DESIGN IMPACT
Designed
towards business.
This was a brand-perception and engagement play, not a cosmetic refresh. Every design decision was anchored to a business goal Dolby cared about. Here's the line from each goal to the design that served it.



We repositioned
Dolby as a cultural hub and strengthened their identity.




Through a comprehensive redesign effort, the work allowed Dolby to effectively convey the unique experiences they bring to life across all of their digital channels. I spent one year directing the redesign — from research and strategy through final design templates and refined assets — for one of the most recognized consumer-tech, passion-led, culturally-relevant audio brands in the world.


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