Wellements® Organic Baby Care Products. Natural Remedies, Vitamins, and Minerals to calm, soothe, protect, and promote wellbeing from infant to child.

ROLE: UI/UX Design | PLATFORM: Desktop, Tablet, Mobile

Challenge: To meet unrecognized user needs by iterating the checkout process and adding an option to gift a purchased item to a friend or family member with an opportunity to add a personalized message.

Solution: By establishing a visual hierarchy, we designed and developed the experience to accommodate the user and ensure that their needs were met, by providing a value-added proposition where they could easily gift purchased items.

Outcome: We regularly check up on the performance and determine if it was successful and where we need to improve. Using KPI metrics Wellements was able to quantify the gifting objective.

Challenge: The client wanted to engage the customer with a personalized savings. By analyzing user case scenarios we found that they were incentivized by the added value of related articles in the blog. Our research also concluded that the customers prefer an exclusive offer to be directed to them nonchalantly.  promotion.client

Solution: Qualitative research helped us to understand the product better, along with helping to determine the pain points and easy fixes that could be leveraged with design. We found that the user was less apprehensive to enter their email for a discount after engaging with an article, and didn’t want an unexpected pop-up interruption while they were busy reading. So remaining subtle, we created a modal that was presented when they were finished with the current activity.

Outcome: The client was able to monetize the modals performance and found that there was a 60% increase on the email captures and use of the coupon code at checkout, this increased the sales of their top three performers.

Challenge: Products needed to be purchased either online or in-store. Through Hotjar testing we discovered customer insights, and found that the highest concentration of drop off was at the checkout. Task efficiency needed to be increased by adding a store locating to the purchase funnel. 

Solution: We designed a simple two-step process to find the store nearest to the user with zip code=location field. Building partnerships we highlighted the top re-sellers by providing the user with a scannable coupon that they could use at the time of purchase.

Outcome: We implemented components and enhanced the experience of the user without compromising the services provided by the site. To achieve that, a properly defined structure was needed and it is impossible to create a good UX without a defined process and understanding our User-base. After aggregating and sharing data, our team identified the most pertinent design problems and chose the top, parent themes to incorporate as solutions.

The Challenge was to address the customer’s decisive assumptions on how a subscription saves money in the long run. After the initial launch, the client asked us to streamline the arduous subscription process and resolve user pain points and help reduce bounce rates.

Solution: Quantitative research concluded by limiting CTAs and extra steps we could create a better purchase funnel by establishing a stronger co-existing hierarchy that was tailored to meet the user’s specific needs. Using this information, we established a better value proposition and increased overall customer satisfaction.

Outcome: By receiving and integrating customer feedback we were able to meet the client’s expectations. We didn’t see an uptick in subscriptions, but the numbers remain consistent with the numbers that we had obtained post-redesign. So instead of a massive 6 steps, we optimized the process to a simple 4 steps. The new subscription functionality has been up and running and everything is stable.

University of Utah’s Arts – The College of Fine Arts wanted a modern, clean responsive design that would be able to adapt for different events.

ROLE: UI/UX Design, Visual Design, Creative Direction | PLATFORM: Desktop, Tablet, Mobile

Challenge: The identity needed a very modern, clean responsive design that would be able to adapt for the various events. We built the design system elements and original UI from the ground up. Standardized icon libraries and fit icons for maximum screen crispiness created a seamless pixel perfect experience. I also worked extensively with other design system elements (“primitives”), like typography, color, and spacing to help move the project in a direction that aligned with a broader student-facing product.

Solution: To design and craft memorable user experience. The UI was shaped with meticulous care; it is deliberately seamless and always fun. This UX provided the base for robust wireframes and unique design, giving the user a variety of different styles and emotions to interact with.

Outcome: We realized that the user experience design had to enchant people. The natural rhythm of video sharing, picture posting, and point spending doesn’t occur naturally, so they had to be incentivized graphically.

Brillia approaches children’s anxiety problems in a natural, holistic and positive way. The main objective was to educate the user through interactive CTA’s that led to articles, links, and blogs where they could find alternative ways to help their children. It lets parents explore the major care decisions they will need to make, and the impact these choices will have on different aspects of their child’s lives.

ROLE: UI/UX Design | PLATFORM: Desktop, Tablet, Mobile

Challenge: After looking at all the research gathered, we realized that the information parents receive is often insufficient and inaccurate, which impedes them from making the right care decisions. How might we bridge the information gap to help parents make the right care choices for their children and themselves?

Solution: Through usability testing and user journey mapping, we were able to ideate different user personas for the website. This allowed us to understand the reception of the design from the viewer’s standpoint. Usually, during usability testing users are asked to complete tasks to see where they encounter problems and experience confusion. At this stage, we focused on visual communication and problem-solving through the use of typography, photography, and illustration.

Outcome: Using analytical tools for qualitative and quantitative assessment we realized that we’d failed to facilitate the user properly which caused us to overlook the some needed structure for the redesign. Realizing that real-time interviews were an essential component because they could further probe customer wants and needs using open-ended questions.

Lifeprint is a social gamification and publishing app centered around users interests and passions. The platform is designed to track, and reward actions taken by individuals and teams. We creating various user scenarios and a robust journey map where we were able to facilitate intricate tasks and workflows to make this product come to life. There is a wide range of challenges for everyone, even me—from photography to productivity, travel to technology, fashion to food. And with everything in one place, accomplishing goals has never been easier…or more rewarding.

ROLE: UI/UX Design | MVP: Desktop, Tablet, Mobile

Challenge: was to enable customers to create personalized digital experiences tailored to their interests and passions. We started by making sure that the on-boarding process was simple, and given the highly personalized and customer-centric nature of its product, Lifeprint wanted to ensure its app would keep customers actively engaged. After that the users will be able to easily post validating stories, videos and images to share with others.

Solution: We designed wireframes and prototypes using Material Design for both the home screen and our assigned features. These included Uploading, Library/Content, Analytics, Promotions, and Notifications. We relied on user testing and customer feedback to help craft the base for robust wireframes and unique designs, giving the user a variety of different styles and emotions to react too. The generated rapid customer insights influenced product development and guided us on user flow, navigation schemas, and key product features.

Outcome: The team gathered feedback as often and quickly as needed, in alignment with the development cycle. By uncovering key insights into how the product was affecting behavior and identifying which features were (and were not) working, the studies helped to generate maximum insights and became an integral part of Lifeprint’s development and release process, allowing the team to make iterative changes based on user reaction. This, in turn, helps the team build better products based on a strong understanding of how people use them.


ROLE: UI/UX Design, Creative Direction, Visual Design | PLATFORM: Desktop, Tablet, Mobile

AceCamp is an international outdoor equipment company that was established 2001. As they started seeing other outdoor companies update their brand and digital presence, they realized that they were falling more behind with each year. 

AceCamp hadn’t updated their site in years. It felt dated and was not a fully functional e-commerce solution. I was tasked with adding the ordering integration and a payment gateway. I also updated the look and feel of an over 500 item product line, and added UI elements that would bring people back to the website over and over again.