Apollo Scrubs Home Page Quick Wins
Project completed for Oddit, quick wins home page redesign.
CRO Projects
UI Design & CRO Specialist
Optimizing websites through UX analysis, A/B testing, and conversion rate optimization to remove user friction, increase engagement, and improve conversion rates.
From UX analysis and heuristic auditing to A/B testing and conversion rate optimization, I help businesses improve their digital experiences. By identifying user friction points, implementing design solutions, and conducting rigorous testing, I work to enhance user engagement and drive better conversion rates.
- Client
- Multiple Clients
- Industry
- Marketing Agencies, Startups, B2B, D2C Brands, and Large Enterprises
- My role
- CRO Specialist, UX/UI Designer
Scope & deliverables
- A/B Testing
- UX/UI Designer
- Heuristic Auditing
- Data Analysis
- Behavioural Analysis
- User Research
- Conversion Rate Optimization
CRO Projects
CRO Deliverables
Multiple design and research projects across industries, each focused on improving conversion journeys through data analysis, a/b testing and ux/ui audits.
Retro Home Page Quick Wins
Project completed for Oddit, quick wins home page redesign.
Connected Apparel Home Page Quick Wins
Project completed for Oddit, quick wins home page redesign.
AuVodka Home Page Quick Wins
Project completed for Oddit, quick wins home page redesign.
A/B Testing for Centennial Windows & Doors
Home page redesign that improved secondary page visits by 120%
Redesign of Navigation Components
Proposal for redesign of mobile components.
Libro A/B testing
Improvements to user journeys to increase user engagement and conversion rates.
Arcane heuristic audit and recommendations
Proposed changes included adding metrics, improving navigation, and clarifying calls to action.
Heuristic Design audit and recommendations for Stewart McKelvey
Full website audit including website optimization recommendations and design improvements.
Sygnenta User Journey Flow Mapping
Figjam breakdown of Sygneta user journey to identify friction points and opportunities for improvement.
CRO Prioritization Matrix
A prioritization matrix to help stakeholders understand the impact and effort of each recommendation.
Adam & Eve Heuristic Audit and recommendations
Client presentation of heuristic audit findings and recommendations.
Full heuristic and data analysis audit
Over 40+ clients audited for design ux and conversion rate optimization recommendations.
User behaviour analysis and presentations
Analysis of user behaviour using GA4, heatmaps, session recordings, and user testing to identify friction points and opportunities for improvement.
The challenge
Understanding why users weren’t converting or engaging, identifying friction in their journeys, and pinpointing where design changes could have the greatest impact.
Across multiple client projects, I investigated how website experiences could better support user needs and business goals. Each engagement involved identifying friction, understanding user behaviour, and determining where design changes could have the greatest impact.
- Identify where users struggled, dropped off, or overlooked key actions.
- Connect performance data with behavioural insights and user research.
- Prioritise opportunities across content, navigation, page layouts, and conversion paths.
- Implement CRO Testing Roads Maps to validate design changes and inform further optimisation.
- Hypothesize, design, and test variations to improve conversion rates and user engagement.
- Present clear and actionable recommendations to stakeholders, supported by data and research.
- Gather statistical significance and insights from A/B testing to inform future design decisions.
The solution
Combining research, analysis, and design to improve conversion journeys.
My work ranged from focused page redesigns to broader journey reviews and testing initiatives. I used the methods relevant to each project to turn findings into actionable recommendations, design solutions, and testable hypotheses.
- Data & Behavioural AnalysisAnalysed website performance, conversion funnels, heatmaps, and session recordings to identify patterns and potential points of friction.
- Heuristic AuditingReviewed key pages against usability principles to assess clarity, hierarchy, consistency, accessibility, and ease of interaction.
- User ResearchExplored user needs, expectations, and pain points to add context to quantitative findings and inform design decisions.
- User Flow MappingMapped key journeys to reveal unnecessary steps, decision points, and opportunities to simplify the path to conversion.
- UX/UI DesignTranslated findings into wireframes and interface designs, refining page structure, messaging, and calls to action.
- A/B TestingDeveloped hypotheses and design variations for A/B tests, using the results to evaluate changes and inform further optimisation.
The outcome
Clearer priorities and informed design decisions.
These projects produced research findings, prioritised recommendations, user flow maps, design variations, and testing insights. Together, they helped teams understand usability issues, decide what to improve, and plan further optimisation.
- Evidence
- Recommendations grounded in data and research
- Clarity
- Visibility into user friction and journey gaps
- Focus
- Prioritised opportunities for design improvements
- Learning
- Testing insights to guide further optimisation
- 40+ Audits
- I've audited many different client websites from banking, D2C, B2B and more.