Website Strategy

PROJECT: Website Redesign & Conversion Optimization
ROLE: Creative Lead and Project Manager
RESULT: +3% conversion rate, reduced bounce rate, improved UX and brand alignment

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The Challenge

The existing website was outdated and underperforming, with low conversion rates and high bounce. A first round of updates, made reactively and without a unified strategy, led to inconsistent branding and a disjointed user experience. The homepage became cluttered with disconnected widgets, creating a "Frankenstein" effect that diluted the brand and user journey.

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The Role

As Creative Director, I led the strategic overhaul of the website across two phases. I aligned cross-functional stakeholders on a unified creative vision, guided the integration of refreshed brand guidelines, and oversaw both UX and visual direction to ensure long-term scalability and brand consistency.

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The Process

• Rolled out a phased redesign strategy tied to brand relaunch milestones

• Established clear UX goals tied to time-on-site, scroll depth, and conversion behavior

• Modernized layouts and simplified navigation to reflect current design standards

• Introduced interactive elements to improve engagement and support product education

• Built in feedback loops across marketing, product, and exec stakeholders

The Outcome

• +3% increase in homepage conversions post-initial refresh

• Lower bounce rate and improved time on site

• Positive feedback across internal and external audiences, especially on brand cohesion

• Enhanced product understanding through interactive UX elements