Artful Home UX Refresh
Partnering closely with the product team, I helped shape a series of UX/UI improvements across the site, from navigation and layout to key features that impact how customers shop. Every change was grounded in testing, using A/B results and customer behavior to guide decisions rather than assumptions. The result is a site that feels more intuitive and visually current, while still staying true to the brand experience customers expect.
I partnered with the product manager to tackle a common problem: customers struggling to find products across our distinct shopping categories. We designed and ran A/B tests on a tabbed navigation experience, using the results to guide the final design. The outcome is a browsing experience that feels more intuitive and helps customers find what they're looking for, faster.
Responding to a CEO-led initiative to modernize the site, I directed and executed a full redesign of the top navigation and homepage modules. I ran A/B tests throughout the process, using results to guide a final experience that's cleaner and more intuitive, while still feeling elevated and true to the brand.
Legacy content pages needed more than a visual update, they needed a reason for customers to stop and engage. I brought my own creative vision to modernize these outdated templates, turning them into experiences that are visually rich, on-brand, and built for today's audience.
Collaborating closely with the product manager, I led the redesign of product description pages, taking dense, hard-to-scan layouts and giving them a clearer visual hierarchy. The result is a more consistent experience across product templates, making it easier for customers to find the information they need to make a decision and helping increase conversion.
