Website Redesign for an RFID Data Company


Lindsay Shelmire (Project Manager) Morgan Kim (Visual Design)

My Role

User Experience Design User Interface Design Content Strategy




IMPINJ hit the ground running as a startup with bleeding edge beacon analytics products and technology. Now an industry leader of RAIN RFID products, IMPINJ needed a marketing website to match the needs and expectations of its client share.


Our team at 8ninths endeavored to build a new site from the ground up. Our user experience design and content marketing strategy needed to accommodate 9+ user groups, a flexible and customizable theme, 9 unique page templates, and a simple and intuitive experience for site admins.


Over the course of 6 months, Lindsay and I held weekly meetings with 5+ stakeholders to explore challenges, discuss strategy, map, plan and execute our approach. Impinj unveiled the new site this April 2017.


Background Research

Our process began with a deep dive into industry research, competitive analysis, and a content audit of their existing website. We identified a number of key players targeted at either one or multiple industries and assessed their approach to content marketing. This gave IMPINJ the opportunity to voice what set their brand, products and services apart so that we could discern how best to represent them in our designs going forward. Thereafter, we combed through site pages for available pdfs, white papers, and case studies to better understand the IMPINJ platform and ecosystem. With this information and weekly meetings to align with the content team, we built out a site map as a point of discussion to understand how our different audiences would find and digest the appropriate content for their needs.
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User Research

Following our initial research, IMPINJ arranged for us to meet business development leads in the Health and Retail verticals. We asked our contacts to step into the role of their clients so that they could answer our questions from the mindset of their unique customers. These interviews shed a lot of insight onto specific industry buzz words, pain points and interests. We translated these learnings into high level personas to validate with our contacts at IMPINJ.
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User Scenarios, Flows & Content Audit

User scenarios mapped the needs of our various user groups to tasks they needed to perform across the site. Meanwhile, we were also hard at work in conversations with the content team at Impinj, to understand the specifics of the products and technology vertical, the various industries and their unique selling points, and the library of reference materials users would need to access at different points of their decision-making process.  

Wireframes & Prototypes

In our first pass, we laid out the content for the various industry solutions and technology products pages in a linear format, to ensure understanding and buy in from the user. Different pages would have different target audiences. But in discussions with stakeholders, we reached agreement to design a more modular layout that could bridge audiences to the content that mattered most. To communicate our ideas and track feedback from the client, we presented wireframes with Invision's prototyping application for each user flow across all site pages.  
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High Fidelity Compositions

With our content and flows solidified across the majority of site pages, Morgan Kim came on to move the project into its final phase for visual design. I provided consultation for the functionality of various design elements and concerns for front-end development.
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Animation & Interaction Annotations

In order to convey concepts for interaction and animation for modules and layered content, we presented lo-fi compositions with bulleted annotations. These provided a launching point for our design documentation and redlines to follow.

Final Design Documentation & Redlines

For our final pass-off to development—which would be handled by a third party—Morgan and I produced meticulous redline notes for development. We outlined base theme guidelines for responsive behaviors and front end styling, as well as rules for different forms of content that could live in any given module. We designed unique visual styles for two- and three- column block layouts, full bleed layouts with content wraps, various hero treatments, scrolling banners for awards and news reels, and more.