Cybersecurity Web App Redesign | $5M+ Profit

Challenge: Optery's B2C and B2B cybersecurity platform had powerful data removal capabilities, but the interface wasn't scaling well as features grew. Users struggled with complex workflows, churn was climbing, and free-to-paid conversion was underperforming.

Solution: Competitor analysis and UX research to pinpoint where users were dropping off. Redesigned core workflows, dashboard views, and multi-step data removal processes from the ground up.

Scalable design system with role-based views for B2B and B2C users. Restructured information architecture for intuitive navigation.

During research, I identified a missing notification system that was directly driving churn. Designed the solution, client shipped it.

Results: The redesign generated $4M+ in profit for the client, pushed free-to-paid conversion to 30%, and the feature I proposed cut churn by 25%. When the UX stops fighting the user, the numbers move fast.