Visual Design ⎯⎯ 2023
Visual Refresh &
Design Strategy
Overview
The Windows 11 2022 Update (version 22H2) marked Microsoft’s most significant OS update in over a decade. This milestone required a holistic visual refresh and design strategy across Microsoft’s entire product ecosystem, including Microsoft 365, Microsoft Edge, Teams, and more. The design effort was not only aesthetic but strategic, aimed at appealing to a modern, digitally native audience while ensuring consistency, performance, and usability.
My Role
As the Lead Visual Designer and Illustrator, I was responsible for shaping the visual direction and interface design of key Microsoft products. I partnered with the Art Director, cross-functional designers, and leadership teams to deliver a cohesive design language across the ecosystem.
Key deliverables included:
• Screen designs and UI layouts
• Motion studies and interaction prototypes
• Custom illustrations and iconography
• Cross-product branding consistency
Objectives
• To present Windows 11 and Microsoft 365 with a fresh and human approach.
• Align with Microsoft’s Design System to create a modern, intuitive UI.
• Engage Gen Z users through research-based persona development.
• Improve user engagement via visual storytelling and motion.
• Support product adoption through a clean and unified experience.
Design Process
1. Research & Strategy
• Conducted competitive analysis to benchmark design standards against Apple, Google, and Adobe platforms.
• Created user personas focused on Gen Z behaviors, expectations, and visual preferences.
• Synthesized findings into actionable insights for product-specific interface needs.
2. Collaboration & Sprint Facilitation
• Initiated and led design sprints with cross-functional teams.
• Facilitated brainstorming workshops to ideate and iterate on creative directions.
• Presented design concepts to stakeholders and incorporated feedback into final outputs.
3. Design Execution
• Developed high-fidelity screens and responsive layouts across M365, Teams, and Edge.
• Created motion studies to demonstrate interaction behaviors and micro-animations.
• Produced custom digital illustrations and icon systems tailored for each platform.
These images, illustrations, and animations were used on Microsoft's press releases, physical stores, printed ads, and on several social media posts.
Illustrations for Microsoft products: Paint App, Journal, OneNote, and PowerPoint
Screen and Web Design: Edge Browser, Word, PowerPoint, OneDrive, and Teams
Motion Study and Animation: Edge Browser, Snap Assist, and Clipchamp
Outcomes & Impact
Since its debut in late September, both search and click volumes have been steadily increasing, with this upward trend anticipated to persist:
• Boosted engagement: Post-launch metrics showed a steady increase in search and click volumes, reflecting improved user engagement.
• Adoption growth: Windows 11 adoption rose from 5.74% in September 2022 to 8.35% by October 2023, underscoring the effectiveness of the visual overhaul and overall product appeal.
• Cross-platform consistency: Ensured cohesive branding across products, enhancing user trust.
• Design culture uplift: Championed collaborative workflows that improved efficiency and creativity within the design team.
• Market analysis reveals that over 90% of Windows search and click activities originate from PC users when examining audience search behaviors.
• The adoption of Windows 11 now stands at 8.35% as of October 2023, a slight jump from the 5.74% seen in September 2022.
Tools Used:
• Figma
• Adobe Illustrator, After Effects, Photoshop
• Microsoft 365
Key Takeaway
Designing for a product as vast and impactful as Windows 11 was a career-defining experience. This project demanded a balance between innovation and consistency, creativity and precision. By leveraging user research, design thinking, and visual storytelling, I contributed to a historic update that redefined the Microsoft appeal for the next generation.