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Flipp — Partner‐Facing B2B Experience Website

by Hamoun Ani RGD

“I've been the Creative Director at Brand Vision for years, and getting RGD Certified was the next step I wanted to take for myself. It put all my experience up against a real professional standard, not just my own sense of what good work looks like. Documenting the case studies forced me to explain choices I'd usually make on instinct, which made me better at the work. Having it recognized by people in my own field meant a lot.”
Hamoun Ani RGD
Context (Describe the user problem, project goals and objectives.)

Flipp connects retailers, brands, and media partners to millions of shoppers through localized digital flyers and shoppable experiences. The existing partner site focused on corporate messaging rather than partner needs, creating unclear paths to collaboration. The brief was to reposition the site around partner value—a credible, conversion-ready platform that communicates solutions clearly, performs quickly, meets accessibility standards, and can be maintained efficiently by Flipp’s internal team.

Process (Outline your design process, including user research, personas, journey maps and usability testing.)

The process began with stakeholder interviews, a detailed site audit, and a content and SEO review to identify usability issues and gaps in partner messaging. From these insights, I created personas representing a Retail Banner Decision-Maker, a CPG Brand Manager and a Media Agency Strategist, and mapped their key journeys from Learn Value → Explore Solutions → Review Proof →Contact.

Using these journeys, I developed a new information architecture and content hierarchy focused on partner goals, then built a Figma design system defining typography, color, and responsive components. The design was implemented as a custom WordPress build optimized for speed and accessibility.

To validate the redesign, I led task-based usability walkthroughs with internal stakeholders, ran accessibility checks against WCAG 2.1 AA standards, and established an analytics instrumentation plan integrating GA4, Search Console, and LinkedIn tracking. Finally, I produced authoring and governance guidelines so the Flipp team could manage future updates without compromising UX consistency.

Solution (Detail the deliverables (e.g., wireframes, prototypes or final designs) and their alignment with project goals. Include metrics or qualitative evidence of the impact (e.g., task completion rates, accessibility improvements).

The final solution delivered a complete information architecture re-structure, detailed user-flow diagrams, and a full suite of wireframes, prototypes, and a responsive component library built in Figma. I designed high-fidelity UI layouts, developed custom WordPress templates, and refined microcopy to support clarity, accessibility, and SEO. The updated experience integrates clear decision paths, credibility cues such as testimonials and partner badges and concise educational sections to build trust. A QA and performance checklist ensured smooth handoff and long-term maintainability.

These solutions directly supported Flipp’s business goals by reducing friction in the “Become a Partner” journey and making the platform faster, more discoverable, and easier to update. Post-launch audits confirmed measurable improvement: faster page load, accessibility compliance, and increased lead quality, validating the new conversion-driven search-optimized architecture.