COX MEDIA
Website Redesign for an American Media Conglomerate
Overview
An American media conglomerate partnered with Dragon Army to redesign its corporate website with the goal of improving lead generation and aligning the digital experience with audience behavior. The team approached the project using Applied Game Theory™ (AGT)—a proprietary strategy that incorporates behavioral psychology and engagement drivers found in habit-forming digital experiences.
Goals
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Increase qualified leads by streamlining and clarifying the user journey
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Create a behaviorally informed, engaging digital experience
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Align content, design, and interaction patterns with user intent and business strategy
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Ensure design handoff and QA processes were clear and development-ready
Collaborators
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UX Designers
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SEO & Content Teams
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Developers
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Project Management
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Client Stakeholders
My Role
As a UI designer and design QA lead, I owned the visual system, animations, documentation, and implementation support ensuring the site looked polished, performed well, and was easy to build and maintain.
Timeline
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Strategy, design, and documentation: 12 weeks
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Development period extended due to build in Beaver Builder
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Launched: 2023, earning a Web Excellence Award
The Challenge
Business Need
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The previous website was underperforming in lead generation and lacked behavioral engagement tactics
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The client needed a streamlined, psychologically informed experience that could better drive high-value actions
User Need
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Visitors wanted clear, actionable information without visual clutter or unnecessary imagery
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The experience needed to be intuitive, direct, and aligned with business-user goals
How We Got Here
Dragon Army’s strategy team led the initiative using Applied Game Theory™ (AGT)—a proprietary methodology that draws from the behavioral psychology behind habit-forming games. Key AGT tactics included:
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Identifying user motivation drivers through stakeholder and audience research
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Informing content hierarchy and UX flows through audience-based psychology
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Applying AGT principles to influence design, interaction, and content strategy holistically
Design & Execution
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Applied the brand’s current design system to the wireframes using Figma, creating a clean, modern, and informative aesthetic
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Created motion studies in After Effects to demonstrate how key elements should animate on scroll, hover, and load
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Focused on visual clarity and hierarchy, eliminating unnecessary imagery and “fluff” to keep the user journey clear and conversion-focused
Documentation & QA
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Documented every component, state, and breakpoint detail directly in Figma
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Created sticker sheets for all imagery used across templated pages
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Linked Figma component documentation to JIRA tickets to support both the development and QA teams during implementation
UX Refinements
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Reviewed wireframes to identify redundancies and areas for simplification
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Recommended removal of generic imagery placeholders to avoid visual clutter
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Advocated for a no-fluff design approach focused on key messaging and user actions
UI Design Patterns for Learning Hub
Final Design Highlights
Visual Design & Branding
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A behaviorally informed, brand-consistent experience optimized for conversion
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Modular design system supported by robust documentation for efficient development
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Clean visual hierarchy with purposeful use of imagery and animation
Results
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The client was highly satisfied with the outcome, despite a longer-than-expected dev timeline
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The new site began driving meaningful engagement and lead behavior post-launch
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In 2023, the website received a Web Excellence Award, recognizing its strategic and visual impact
