Public Goods

The brand had a strong product and growing customer base, but their site experience was inconsistent and lacked optimization for conversion and retention. Specifically:

The checkout process had friction points that were leading to cart abandonment.

There was no auto-ship or subscription feature, which limited customer retention.

Visual design lacked cohesion across pages and product releases.

There was no unified design system to scale creative efforts or support engineering handoff.

Working cross-functionally with internal teams, I delivered targeted improvements focused on user experience and system-wide consistency:

Checkout Optimization: Redesigned flow to reduce clicks, clarify options, and increase mobile completion rates.

Auto-Ship Integration: Designed the interface for a recurring delivery option that improved long-term customer value.

Design System Creation: Developed reusable components, typography rules, and scalable UI patterns to unify the brand’s visual identity.

Art Direction Support: Collaborated with the photo team to ensure monthly product shoots aligned with evolving UX strategy and visual storytelling.

Creating a frictionless checkout started with understanding the user journey, the target customers and getting to know pain points throughout.

Creating a Design System to share with internal partners including marketing and engineering teams, to keep everyone on the same page of design assets and guidelines.

Art Direction and assistant to the creative director on photoshoots and direction for monthly ecommerce shoots.

Weekly marketing emails and setting up Klaviyo automation flows.