Raising EngX Brand Awareness Across the Company

Engineering Excellence is a program which supports transforming EPAM’s primary business to deliver faster, better, cheaper directly and through focused integration with all relevant systems. EngX influence and enrich the engineering culture and product development mindset. Project strive for excellence and for making EPAM a better place for the Engineering Talent.

Supported a consistent design system across all of EngX products to stay in line with the Brand Personality and to further raise awareness of EngX across the Company and externally, taking the needs of end-users into consideration.

I defined a clear scope of work, streamlined processes, and facilitated workshops to align the team and clarify responsibilities. In parallel, I explored Engineering Excellence within the context of the organization, teams, and clients, treating it as both a program and a culture, and developed personas and user insights to guide more purposeful, user-centered design decisions.

I’ve conducted a series of workshops with key stakeholders to identify the brand platform, including goals, mission, vision, values, and differentiators.

Together with the team, we carried out comprehensive audience research, recruiting respondents and conducting interviews. I shared best practices for creating user personas and facilitated collaborative workshops to develop empathy maps, synthesize insights, and structure the data.

Through careful analysis of this data, including empathy maps and synthesized patterns, we identified a set of solution hypotheses. To validate or challenge these hypotheses, we designed and conducted a survey, ensuring that our next design decisions would be grounded in evidence and user-centered insights.

The research revealed a critical disconnect between users' needs and the current company offerings, resulting in decreased motivation, isolation, and dissatisfaction. Users feel unsupported and uncertain about their career growth, leading to a decline in engagement and overall satisfaction.

After conducting a series of user interviews, surveys, and data analysis, we identified four distinct User Personas for EngX. These personas now play a crucial role in shaping our work strategy, ensuring that our approaches and solutions are tailored to meet the specific needs and preferences of each user group.

On the design front, I conducted a detailed design audit to analyze specific design gaps, elements, their effectiveness, and areas for improvement, leading to a more inclusive and effective design approach. Additionally, I’ve conducted accessibility research and prepared report for the team for justifying updates and need in design update.

The audit and accessibility review provided the team with a clear understanding of critical design gaps and inconsistencies. By addressing outdated and duplicate components, introducing accessibility updates aligned with WCAG guidelines, and consolidating all assets into a shared design system, we created a single source of truth for the team. This not only improved the inclusivity and usability of the product but also streamlined collaboration, reduced inefficiencies, and ensured that everyone could easily access up-to-date design materials.

Leveraged insights from previous stages to brainstorm ways to raise brand awareness and developed design guides and templates for team use.

While the product already includes some components of the proposed solutions, we first need to ensure alignment with the team on brand perception, goals, values, and audience. This alignment is crucial for efficiently expanding and strengthening the community. By establishing a unified understanding and direction, we can better integrate and enhance the existing components to achieve our objectives.

Implemented the design solutions developed in the previous stage, including the design guides and templates. Conducted presentation sessions to introduce these resources to the team and collected feedback for continuous improvement.

I spearheaded the creation of over 100 screens based on the new design system, proposing enhancements to existing screens.

We conduct a yearly survey with consistent questions to track the dynamics of community engagement and brand awareness. This allows us to gauge brand recognition, perception, engagement levels, and member satisfaction, informing our community engagement strategies.

To enhance program involvement, we've developed a plan aligned with our business goals, featuring: