page optimization case study cover shows the information slightly greyed out with a large "Coming Soon" sign to indicate this is not yet ready for viewing

Soon to come: A story of turning a page lacking in usability into a hub for information-seeking users

To address underperforming CTAs on a subsidiary site, I redesigned the components to more clearly communicate the relationship with the parent company. By aligning the CTA's visuals with the parent brand, I aimed to reduce friction and clarify the transition to the parent company when completing the lead form. To address underperforming CTAs on a subsidiary site, I redesigned the components to more clearly communicate the relationship with the parent company. By aligning the CTA's visuals with the parent brand, I aimed to reduce friction and clarify the transition to the parent company when completing the lead form.To address underperforming CTAs on a subsidiary site, I redesigned the components to more clearly communicate the relationship with the parent company. By aligning the CTA's visuals with the parent brand, I aimed to reduce friction and clarify the transition to the parent company when completing the lead form.To address underperforming CTAs on a subsidiary site, I redesigned the components to more clearly communicate the relationship with the parent company. By aligning the CTA's visuals with the parent brand, I aimed to reduce friction and clarify the transition to the parent company when completing the lead form.To address underperforming CTAs on a subsidiary site, I redesigned the components to more clearly communicate the relationship with the parent company. By aligning the CTA's visuals with the parent brand, I aimed to reduce friction and cl
To address underperforming CTAs on a subsidiary site, I redesigned the components to more clearly communicate the relationship with the parent company. By aligning the CTA's visuals with the parent brand, I aimed to reduce friction and clarify the transition to the parent company when completing the lead form. To address underperforming CTAs on a subsidiary site, I redesigned the components to more clearly communicate the relationship with the parent company. By aligning the CTA's visuals with the parent brand, I aimed to reduce friction and clarify the transition to the parent company when completing the lead form.To address underperforming CTAs on a subsidiary site, I redesigned the components to more clearly communicate the relationship with the parent company. By aligning the CTA's visuals with the parent brand, I aimed to reduce friction and clarify the transition to the parent company when completing the lead form.To address underperforming CTAs on a subsidiary site, I redesigned the components to more clearly communicate the relationship with the parent company. By aligning the CTA's visuals with ed to reduce friction and cl
Methodology
Design Strategy
Interaction Design
Competitor Research

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Image for the Main Navigation Research & Design case study cover showing the label text at the top and featuring an open laptop with the screen displaying the navigation from the study to demonstrate what it would look like in practice and as a preview for the full case studyCRO Case Study cover with descriptive text at the top left and images of the before and after lead forms in the case study's A/B test presented with the before being greyed out and a red trash icon in the middle and the after being larger in size and accompanied by an upward progression icon graphic to demonstrate its success over the controlAn image showing a usability case study comparison of a mortgage webpage, presented on a light cream background. On the left are two vertically stacked versions of a mortgage call-to-action block: The top version is a "Control" with the title "Take the first step toward the right mortgage." text below that reads "Apply online for expert recommendations with real interest rates and payments.", and two side-by-side outline buttons with light gray backgrounds labeled "I Want To Buy A Home" and "I Want To Refinance". The bottom version is a "Variation" in a wider, horizontal card with an illustration on the left of two people shaking hands in front of a house. The title on the right reads "Take The First Step Toward The Right Mortgage.", text below that reads "Apply online for expert recommendations with real interest rates and payments.", and two buttons below the text: a solid maroon button labeled "I Want To Buy A Home" and a solid white button labeled "I'd Like To Refinance". A large navy blue title "Usability Case Study" is at the top left, and the text "VS" is centered between the two examples. On the far right is a vertical mockup of a complete webpage that includes a header, article text, and images, and features a hand pointer icon hovering over text and lines near the bottom.A woman leaning on a railing high above a the city of Hong Kong behind her with the words "Learn More About Me" featured in the top left corner of the image
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