The Power of Where Case Sutdy

The Power of Where

Esri - December 2024

My Role

UX Designer — Led initial design phases (content hierarchy, mid-fidelity wireframes) and stakeholder presentations, ensuring alignment before moving into detailed design and development.

Team

Veronica Parga - PM

Giancarlo Cateriano - UI Designer

Stephanie Hower - Writer

Tiffany Okada - SEO

Timeline & Status

1 month, launched in Dec 2024

Overview

This project was initiated to support the launch of The Power of Where, a new book by our CEO, accompanied by a New York Times ad campaign. The goal was to create a high-priority landing page that wouldn’t just serve as a short-term campaign piece, but live on as a valuable resource long after.

Highlights

01. landing page

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02. landing page interactive map

video loop

03. snippets of the power of where book

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process

Process & Iteration

Step 1: Content Hierarchy & User Needs

We started by defining a clear content hierarchy:

Introduce the book and its core themes.
Offer a preview (initially conceptualized as a flipbook in a modal).
Include social proof via quotes and endorsements.
Provide a straightforward “Buy the Book” CTA.

04. content outline and hierarchy

image

Step 2: Wireframes & Internal Feedback

Using our standard design system components, we created several iterations of mid-fidelity wireframes.

During this phase, we debated whether to use a component switcher for quotes and how to best implement the flipbook preview:

Quotes: Chose a tabbed switcher based on UX research findings that users engage more if they recognize the names on the tabs. Flipbook: Started as a modal, then pivoted to an inline embedded component after feedback from stakeholders and FED team feasibility discussions.

05. series of wireframes

image

06. approved wireframe

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Step 3: Pivots & Collaborations

After reviewing the first wireframes internally, we realized the modal approach might feel disjointed.

Our FED team pitched a custom embedded solution, letting readers flip through pages without leaving the main flow.

This idea felt more cohesive and aligned perfectly with the page’s goals—keeping users immersed in the content rather than popping them in and out of overlays.

07. initial interactive experience

video loop

08. revised interactive experience

video loop

design system

Brand & System Guidelines

Balancing Consistency and Creativity

We stayed true to our calcite design system, keeping the typography, spacing, and components consistent.

At the same time, we didn’t shy away from experimenting a bit—embedding a custom flipbook was a small yet meaningful twist.

It never felt forced; instead, it made the content feel more fluid, natural, and genuinely enjoyable to explore.

10. interactive element

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retrospective

Reflections & Takeaways

What We Learned Along the Way

This project really showed me how important it is to stay flexible. We started with a few assumptions—a darker look here, a modal preview there—but in the end, user insights, stakeholder feedback, and technical realities nudged us in new directions.

The final page isn’t just a short-term campaign piece; it’s a resource I’m proud to have shaped. I’m confident it’ll keep welcoming visitors, sparking their curiosity, and helping them discover why “where” matters.

future

Future Considerations

Beyond the Launch

Looking ahead, we might build on this foundation as the book’s audience grows and we learn even more about what resonates.

Maybe we’ll add related resources or try out more dynamic content.

For now, it’s a clean, user-friendly introduction to The Power of Where—and a good reminder that great design often comes from knowing when to step back, simplify, and adapt.