Onvia LeadStream Product

Onvia LeadStream: Overview

Role: Product Design Director, Strategist, Creative Director

In September 2015, Onvia hired me to redesign its flagship product from the ground up. The company was in transition; most of the leadership team was new to the company, and a major brand overhaul was soon to be completed. 

During 2016 I focused on this product's redesign, building company awareness and consensus around its design direction, collaborating with technology, and forming my design team.


The team took a classic user-centered design approach, adapted to work within our agile development methodology.

Design Process Rainbow

Discovery and Research


When we began this project, this is what the product looked like.

The interface had not had a substantial design update in many years, and the structure of the product suffered from years of unplanned "bolt-on" features.

Contextual Inquiry

To help guide design and product strategy, we partnered with Blink UX for a four-month contextual inquiry research project.

From September to December 2015, we visited and interviewed 39 participants at 28 of our client companies to learn how they used our product.

As a result of this research, we were able to confidently form the design strategy and product roadmap.

During this discovery period we also conducted other types of analyses:

  • content inventory and analysis
  • competitive design research
  • current product usability analysis
  • stakeholder interviews

Content Inventory

Design Strategy


To help the product team and the company form a common understanding of our clients, we created three distinct personas.

Strategy Deck

After gathering and analyzing needs from our users, the technology team, product and the Onvia brand, I was able to author a concise design strategy to form a common understanding of the vision, address a variety of needs and desires, and provide tactical design direction. Included in the strategy:

  • Reason for redesign
  • Research summary
  • Business objectives and product direction
  • Experience principles
  • Design criteria

Information Architecture

Site Map

Using the guiding principles of content, context and people, I created a site map. The site map continues to evolve as sections of the site are iteratively designed.

Content Mental Model

In order to help our technical architects and data scientists understand how our clients will need to understand the structure of the project details page (PDP), I mapped out a project and its detailed attributes.

Prototyping and Usability Testing

After high level information design, we were able to proceed to wireframing, rapid prototyping and usability testing.

Visual Design Concepts and Brand Expression

Before and after images of initial concepts.

Evolving Designs

Designs continue to evolve as feedback from users and stakeholders is incorporated.

Style Guide

My team collaborates closely with front end developers to define and populate the product's evolving style guide. This style guide is only temporarily in PDF form; the imminent plan is to launch an online component library.