Selected UX & CRO Work · Direct-Link Portfolio
Before and after: designing clearer paths to action.
This recruiter-facing library shows how I evaluate an existing digital experience, identify friction, reshape the information hierarchy, strengthen value communication, and build more deliberate conversion paths across desktop and mobile.
Evidence note: The examples below focus on observable UX, information architecture, messaging, and conversion-design changes. Where controlled CRO performance data is unavailable, I do not attribute an unsupported conversion lift to the redesign.
Case Study 01 · MarketForce
From product-led presentation to a value-led customer journey.
The earlier website centered the company and its products. The redesign reframed the experience around buyer value, clearer differentiation, stronger proof, and more intentional next steps.
Before
After
Design Decisions
What changed—and why.
Value proposition first
Shifted the opening experience away from product inventory and toward the customer outcome: reaching new businesses early enough to create a meaningful timing advantage.
Stronger visual hierarchy
Reduced competing messages and created a clearer scanning order so visitors can understand the offer, proof, and next step without decoding the page.
Conversion architecture
Made calls to action part of the page hierarchy rather than isolated buttons, connecting buyer intent to logical next steps throughout the experience.
Proof and differentiation
Added a stronger narrative for data freshness, activation, and measurable growth so the experience communicates why the offering is different—not only what it includes.
Information architecture
Organized the journey around buyer questions and outcomes, reducing reliance on internal product language and making the broader platform story easier to follow.
Responsive design
Carried the message hierarchy and conversion logic into mobile layouts rather than treating mobile as a compressed desktop experience.
Mobile Experience
The redesign had to survive the smallest screen.
These archived mobile views show the redesigned experience translated into a narrower viewport with simplified hierarchy, readable sections, and preserved conversion cues.
UX Foundation
Formal UX training, applied to conversion work.
My website work combines hands-on digital strategy with formal UX training. The Google UX Design curriculum reinforced research, user-centered problem solving, information architecture, prototyping, usability thinking, and accessible design principles.
Google UX Design Certification · UX research · wireframing · prototyping · usability · accessibility
Product-Led UX
Product-led UX & conversion paths.
A recurring UX challenge was reducing post-purchase confusion by helping prospects understand the product earlier in the journey.
The problem
Customer Service and Tech Support were spending significant post-purchase time walking customers through the platform. That increased service cost, while return/refund activity and low adoption signaled onboarding friction.
The solution
Build product-led websites and conversion paths that show the actual experience, clarify how the product works, offer trials and demos, and connect post-purchase support and upgrades to the customer journey.
The result
The experience supported higher customer satisfaction and usage, fewer returns, and less post-purchase support demand.
Product experience examples
Campaign Experience
Promotional Landing Page
25 Days of CPE
A campaign landing experience designed in HubSpot to create visual continuity across promotional assets while keeping the offer, content, and next steps easy to scan and convert.
New Product Launch
Product-led microsite
CISA Exam Review
A new product in the Surgent family, this microsite combined trust signals, product features, reusable content blocks, a sticky sub-navigation, relevant resources that relied on a newly implemented resource taxonomy, supporting service pages, and a primary conversion path to a free trial.
CRO Operating Method
Design changes should begin with diagnosis—not taste.
My approach connects qualitative UX review with analytics, business context, technical constraints, and measurable hypotheses.
1. Diagnose
Find friction across message, journey, IA, trust, accessibility, speed, and measurement.
2. Prioritize
Separate high-impact conversion problems from cosmetic preferences.
3. Design
Build clearer hierarchy, paths, proof, and interaction patterns around user intent.
4. Test
Form hypotheses and evaluate changes with the strongest available evidence and business impact.
5. Measure
Connect behavior and conversion metrics back to the business decision.
For UX, CRO & Digital Strategy Roles
The intersection of customer experience and operating systems.
I bring the design lens together with analytics, experimentation, SEO, accessibility, content architecture, CRM, MOps context, and executive decision-making. That combination helps me evaluate whether a page looks and behaves better, as well as whether the surrounding system supports the larger strategy, ensuring the right user can understand, trust, convert, and be measured correctly.
- UX Strategy
- Conversion Optimization
- Information Architecture
- Responsive Design
- Analytics & Measurement
- SEO & Discovery
- Accessibility
- Content Strategy
- Experimentation
- WordPress