One Brand
Capital One
Crafting and conveying strategy and brand identity through storytelling
PROCESS
Services
Design System
UI UX Design
Brand Experience
brand experience
At Capital One, our UX team focused on shaping the consumer-facing experience and integrating design into the core of the business strategy across various product lines. As a Visual UI/UX Designer, I was responsible for crafting a cohesive graphical user interface and an engaging user experience, all aligned with the brand image. I collaborated with cross-functional teams, including product managers, engineers, and marketing, to influence strategic design decisions and deliver impactful digital experiences. These efforts elevated both app and web platforms, enhancing user satisfaction and reinforcing Capital One’s presence in the digital landscape.
brand image
Creating and implementing a unified design system marked a transformative phase for Capital One's product teams. My responsibilities included iterating and refining visual system components and patterns, presenting high-fidelity visuals to stakeholders, and ensuring alignment with the broader brand strategy. By blending systems thinking with my visual design expertise, I contributed to scaling every aspect of the design-making process—from patterns, iconography, and typography to UX mapping and illustrating user journeys—across Capital One’s diverse range of products and services.
visual system
I focused on developing a Visual Design System that effectively communicates functionality and interactivity while extending the Capital One brand. This initiative empowered the UX team and developers to work with speed and consistency. A significant achievement was the creation of a specialized set of icons for our consumer-facing software applications, each designed to narrate our brand story. Standardizing these icons for reusability established a unified visual language, enhancing user recognition and connection with our brand across various applications and products.
iconography
In our UX team, I led the design of interactive experiences from conception to execution, focusing on visualizing the user journey. By mapping out how users interact with touchpoints over time, I enhanced the brand experience incrementally. This approach allowed me to identify long-term user needs within complex financial service systems and refine the brand's symbolic elements, such as iconography. Effective brand positioning relies on visibility and recognition, achieved through consistent visual representation and a comprehensive style guide for iconography systems in branded interactions.
