Website Redesigns
Information Architecture, UX Design, Research & Brand Strategy
Optimized for conversion & brand experience
I’ve been involved in many website redesigns over the course of my career - and I still love doing this work. I design for optimal conversions AND brand experience, I love to design for the whole digital ecosystem.
Sites I’ve worked on
While working with digital agencies like Code and Theory and Instrument and as UX Lead at Empowered Education I have had the pleasure of working on multiple website redesigns.
With design and/or research and strategy, I have supported redesigns for:
Denison University design
Columbia SIPA design and research
Grow With Google strategy and research
Google for Small Business strategy and research
Functional Nutrition Alliance design lead
Health Coach Institute co-design
Nutritious Life design lead
I also work with solopreneurs and microbusinesses to evolve their digital presence and support marketing goals.
Typical Process
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Assess existing site performance data and explore current trends.
Define the goals of the project and how we will measure success.
Work with stakeholders to define key workflows and highest-priority conversion points.
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Stakeholder Interviews and/or Workshops to align on brand tenets, business priorities, opportunities, and potential challenges.
Gather inspo to make sure were on the right track and inspire generative thinking
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Define where dev, content, and creative teams can get started on their pieces while wireframes or design system is being generated
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Nowadays I do all wireframing in Figma, and do so by creating modular designs and a scalable design system.
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Review with stakeholders and internal teams
In best-case scenarios, high-fidelity prototypes are created and key workflows are user tested with appropriate audiences.
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There are always things we wanted to do - but didn’t quite make happen. These items get built into the backlog for iterative improvements.
Core Outcomes
Increased Conversions and Streamlined Content Creation
Notable Conversion Metrics for Health Coach Institute and Functional Nutrition Alliance website redesigns:
Increased organic traffic to sites by 111% and 228%
Increased conversion rates by 35% and 33%
Notable optimizations:
Denison’s website redesign incorporated featured content from other media sources like the school’s magazine, social channels, and robust events calendar. Showcasing this content through on key pages throughout brought the site to life with fresh, active, engaging content that was being published anyway - so less burden on internal teams.
Empowered Education sites experienced wind in meaningful analytics like traffic, time on site, and conversions, but they also exponentially optimized the production process for new pages, funnels, and campaigns.
