Cradlepoint is a tech company in Boise, Idaho, creating and marketing powerful, cellular-adaptable 5G routers for medium to large businesses. They are used widely in large scale foodservice and retail companies like McDonald’s and H&M, and are used extensively in first response and law enforcement vehicles to optimize connectivity in the field.

During my time here, I became very familiar with making design decisions based on data; we used A-B and control testing extensively to identify which design solutions worked best for our web-based graphics and UI. As a result, I’ve elevated my design system into more of a data-driven role - creating solutions based on concrete response rate.

One of the challenges at Cradlepoint when I arrived was the attempt at knitting together a number of inconsistent sub-brands into one cohesive unit. Shortly before my time there, Cradlepoint was acquired by Ericsson, a larger tech company in Sweden - and one of our big goals during my time there has been elevating the Cradlepoint and Ericsson brands together while building a comprehensive, companywide visual design guide.

The following is a four-part case-study, covering the four main types of design materials I built while working there as a Senior Graphic Designer.