DUKE FUQUA SCHOOL OF BUSINESS
2026
2026
2026
Aggregation Backed by Strategic Thinking
Aggregation Backed by Strategic Thinking
Aggregation Backed by Strategic Thinking
Aggregation Backed by Strategic Thinking
As Duke Fuqua’s digital presence expanded, its website became increasingly difficult to manage and scale. The existing platform lacked the flexibility to support new content types, accessibility standards, and the growing volume of stories the school wanted to share. To support the future of Fuqua's storytelling, the project was more than a redesign, it required a new digital strategy for how content was managed, structured, and delivered.
The goal was to define a system that could serve two audiences: the external user seeking to discover Fuqua's thinking, events, and activity in one place, and the small internal team at Fuqua that needed a simple way to aggregate and curate content across multiple platforms. As a UI designer, I helped build the strategic thinking and then defined the experience frameworks designing it into a working system.
As Duke Fuqua’s digital presence expanded, its website became increasingly difficult to manage and scale. The existing platform lacked the flexibility to support new content types, accessibility standards, and the growing volume of stories the school wanted to share. To support the future of Fuqua's storytelling, the project was more than a redesign, it required a new digital strategy for how content was managed, structured, and delivered.
The goal was to define a system that could serve two audiences: the external user seeking to discover Fuqua's thinking, events, and activity in one place, and the small internal team at Fuqua that needed a simple way to aggregate and curate content across multiple platforms. As a UI designer, I helped build the strategic thinking and then defined the experience frameworks designing it into a working system.
As Duke Fuqua’s digital presence expanded, its website became increasingly difficult to manage and scale. The existing platform lacked the flexibility to support new content types, accessibility standards, and the growing volume of stories the school wanted to share. To support the future of Fuqua's storytelling, the project was more than a redesign, it required a new digital strategy for how content was managed, structured, and delivered.
The goal was to define a system that could serve two audiences: the external user seeking to discover Fuqua's thinking, events, and activity in one place, and the small internal team at Fuqua that needed a simple way to aggregate and curate content across multiple platforms. As a UI designer, I helped build the strategic thinking and then defined the experience frameworks designing it into a working system.
SKILLS
SKILLS
SKILLS
Digital Strategy
Digital Strategy
Content Strategy
Content Strategy
Information Architecture
Information Architecture
TOOLS
TOOLS
TOOLS
Figma
Figma
Figma Slides
Figma Slides
Claude
Claude
Concept
Concept
Concept
Rather than a visual language, the concept focused around the hub-and-spoke model where Fuqua is the central hub ingesting content across Fuqua and Duke's channels. This will allow the Fuqua team to structure the content, and reframe it visually through various distribution channels and AI.
Rather than a visual language, the concept focused around the hub-and-spoke model where Fuqua is the central hub ingesting content across Fuqua and Duke's channels. This will allow the Fuqua team to structure the content, and reframe it visually through various distribution channels and AI.
Rather than a visual language, the concept focused around the hub-and-spoke model where Fuqua is the central hub ingesting content across Fuqua and Duke's channels. This will allow the Fuqua team to structure the content, and reframe it visually through various distribution channels and AI.
Built to Scale
Built to Scale
Built to Scale
Bringing the hub-and-spoke model to life meant defining three initial experience frameworks. Dynamic, Aggregate, and Authored. I defined the experience frameworks first and then translated them into design files annotated both at the molecule and organism level, for easy handoff to client, or straight to development.
Bringing the hub-and-spoke model to life meant defining three initial experience frameworks. Dynamic, Aggregate, and Authored. I defined the experience frameworks first and then translated them into design files annotated both at the molecule and organism level, for easy handoff to client, or straight to development.
Bringing the hub-and-spoke model to life meant defining three initial experience frameworks. Dynamic, Aggregate, and Authored. I defined the experience frameworks first and then translated them into design files annotated both at the molecule and organism level, for easy handoff to client, or straight to development.
Insights
Insights
Insights
This project shifted my thinking from designing pages and systems to defining a structure that lets the site scale with what it needs. Being able to identify and understand the problem, solution, and the experience frameworks before even touching design allowed me to step into the design with clarity. The strategy I created was defined so precisely that the execution was clear cut.
This project shifted my thinking from designing pages and systems to defining a structure that lets the site scale with what it needs. Being able to identify and understand the problem, solution, and the experience frameworks before even touching design allowed me to step into the design with clarity. The strategy I created was defined so precisely that the execution was clear cut.
This project shifted my thinking from designing pages and systems to defining a structure that lets the site scale with what it needs. Being able to identify and understand the problem, solution, and the experience frameworks before even touching design allowed me to step into the design with clarity. The strategy I created was defined so precisely that the execution was clear cut.