Below, you will find a collection of projects that played a pivotal role in attracting and engaging customers by optimizing the user experience at various touchpoints along the customer journey. These projects demonstrate how I’ve optimized user experiences to drive customer acquisition. As the Senior Director of User Experience, my primary responsibility is to define and guide the design strategy, ensuring that our products and services offer exceptional user experiences.
Acquire
My Role
Cart Design
Tools & Methodologies
Freehand, Figma, LUMA Design Thinking, Adobe Analytics, UserTesting, OneSpark
Objective
We conducted user testing on our cart flow, identifying obstacles and conducting competitive analysis for improvement. Our findings revealed a slow, frustrating checkout with mobile issues, confusing language, and unnecessary code, necessitating customer retention updates.
We adopted rapid prototyping, collaborating closely between UX and development teams. This synergy allowed us to deliver a confident final design within a month, facilitating a market launch in just 2.5 months. The new design streamlined the five-step checkout process, prioritized mobile-first design, and enhanced loading speed.
Results
Lift in conversion rate compared against old cart
Lift in mobile conversion rate, mobile checkout now matches desktop
Lift in mobile conversion rate, mobile checkout now matches desktop
Webflow / Campaign Pages
Tools & Methodology
Freehand, Jasper AI, Figma, Webflow, LUMA Design Thinking, UserTesting.com, Adobe Analytics
Background
My stakeholders wanted to see more from our landing pages. Breaking the grid and adding movement to the pages. I decided to implement Webflow to get this done. That way, UX could control the development and try new things quickly.
Objective
Optimize the SendTech campaign landing pages with Webflow with the goal of adding interactions and increase mobile performance.
Results
•Design interactions to engage with visitors
•Build a framework of styles and components to increase performance
•Design templates to facilitate the process in the future
First page results showed an increased scroll rate and Higher add-to-cart rate. Performance-wise, the page increased its Google vitals by 70 points, with a 3300ms faster page load as compared to our AEM pages. Accessibility was also increased, scoring 98/100.
Marketing Page Forms
Tools & Methodologies
Freehand, Figma, LUMA Design Thinking, Adobe Analytics
Objective
Create Form templates for our CMS system that utilize best practices and are easy to implement. Increase accessibility, make more mobile friendly, and over better design.
Results
SendTech Form Redesign (US): In the first 12 months, it maintained an average completion rate of 32%, which is significantly higher than the 17% recorded prior.
22% -> 35%
Completion Rate
Relay Inserters
17% -> 21%
Completion Rate
SmartLockers
38% -> 41%
Completion Rate
SendPro C Auto
9% -> 18%
Completion Rate
PitneyShip Pro
19% -> 22%
Completion Rate
P-Series
Blog
Tools & Methodology
Freehand, Figma, LUMA Design Thinking, UserTesting.com, Adobe Analytics
Background
This blog is build on AEM platform to allow marketing managers and web ops team members the ability to manage all content.
Objective
The business wanted to maximize our organic traffic to the website as well as put out more thought leadership content for potential customers. In working with Accenture Song we set out to build a better blog that worked harder.
Results
After 2 years of adding content to the redesigned blog:
Over 1000% increase in the number of “Shipping and Mailing” non-branded keywords appearing on the 1st page of Google (37 keywords in 2020 vs 452 in 2022).
- Over 1600 SPO/PS orders came from content created or optimized for SEO (Jan 2021 to Dec 2022).
- Over 200 smart locker leads came from content created or optimized for SEO (Jan 2021 to Dec 2022).
