Sarah Dzida
Work >

CoreLogic

Clients: CoreLogic

CoreLogic funnels customized data services across the real estate, mortgage, insurance, and government sectors. Basically anyone who decides anything about property ownership, land valuation, or risk assessment uses CoreLogic.

The Challenge: After multiple mergers and steady changes in leadership, the CoreLogic marketing team under a new CMO had finally aligned on a brand vision and strategy. They just didn’t know how to activate it across their website, customer experience, or B2B product teams. And they wanted to do it in a 4-month timeline.

What I Did

The Sr. Creative Director pitched my leadership to the CMO as the person who could get it all done, and we were off to the races. Definitely one of the wildest timelines I’ve worked—but it cemented how much I enjoy mentoring teams toward great process, great design, and great experiences.

Success Stats

  • Led a 4-sprint, 4-month, full-website overhaul
  • Removed over 68,000 inactive pages
  • Rewrote copy for 22 product marketing pages in 2 weeks while guiding the team
  • Helped CoreLogic secure $6B in private investment by hitting the launch deadline
  • The “Everyday Heroes” brand refresh, which I helped activate across the site, won CoreLogic’s internal 2020 Pinnacle Award
  • Managed cross-functional work across chatbot, lead generation, SEO, metadata, careers, and brand-guide teams over 10 months
  • Replaced an outgoing dev team with a trusted partner after India’s COVID surge, without missing launch
  • Onboarded a new CMO and built out the next iteration of the product taxonomy while keeping teams from sliding back into silos
  • Laid the foundation for a future SSO portal across all SaaS products

Expertise

  • Business Transformation
  • Web & Digital Strategy
  • Brand Activation
  • Product Marketing
  • Content Strategy
  • Information Architecture
  • Product Taxonomy
  • Product Management
  • Cross-Functional Team Management
  • Stakeholder & Vendor Management

Concept → Launch

We had a leaner, cleaner, more user-friendly site in 50 pages instead of 68,000, which meant we could meet our deadline. I used the sitemap to help teams understand the change management in order to avoid that erosion in the future.

The new CoreLogic sitemap.

I used Figma to create a source of truth for everyone. It’s also how I kept third-party vendors and other CoreLogic global teams on track for conversations around chatbots, lead generation, content migration, SEO, career and culture pages, and more.

A sample of CoreLogic lo-fi wireframes.

“Everyday Heroes” was the brand refresh that took CoreLogic from corporate language into human impact. I activated it across the entire site, using customer experience flows to tell the human story behind the company.

“Find faster.”—the Everyday Heroes campaign panel for Real Estate.
“Buy better.”—the Everyday Heroes campaign panel for Mortgage.
“Protect smarter.”—the Everyday Heroes campaign panel for Insurance.

I used the brand refresh work to rebuild the product taxonomy. This broke silos, helping teams and customers understand how interconnected all of CoreLogic’s offerings were.

The new CoreLogic product taxonomy.

After I left, my work was still used as the framework and foundation for the next web iteration.

The CoreLogic homepage after Sarah’s tenure, which became the framework for the site’s next iteration.

“I loved the way Sarah wrangled all our teams into a cohesive strategy.”

Josh VandeBrake · Sr. Web Strategist · CORELOGIC