Acquire

Below you will find a collection of projects that played a pivotal role in attracting and engaging customers by having optimized the user experience at various touchpoints along the customer journey. These projects demonstrate how I’ve optimized user experiences to drive customer acquisition.

My Role

As a Senior Director of User Experience (UX), I play a vital role in shaping the design direction and ensuring exceptional user experiences for our products and services. My responsibilities encompass both leadership and hands-on involvement in various aspects of the design process.

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).