UX leadership growing website metrics, usability, and revenue
For 10+ years I’ve provided reliable UX leadership in B2B and B2C ecommerce, accountable for how 7 science-supply websites look, search, and sell in four languages and across more than 80,000 products.
Domestic web revenue grew from $38M to $71M over five of those years. Read examples in the case studies below telling the story of problems solved, worked trade-offs, and collaborated into success.
Impactful results I can point to
Each line links to the project behind the number, including what I owned and what I would do differently.
Case studies, 4 examples
Cases below began with customer or business issues I fixed and demonstrate how I approached, changed, adjusted with trade-offs, and delivered on key projects.
Design management and UX strategy
Manual order handling confused customers and the work spanned several teams that did not share a process.
Three worked examples: a calibration request form, an on-site calibration service with its own journey map, and a certificate lookup page. Each shows my requirements, influencing stakeholders, and developing designers I manage.
Also: 50% more SEO impressions, one brand system across seven sites. Built with journey mapping, requirements, content frameworks.
Read the case study
Replatforming seven sites and redesigning the item page
The CMS and search platform had aged out of support and sites had to remain live.
I owned UX, CMS structure, search rules, and AI widget design across seven sites in four languages. Phase 1 kept stability and foundations to then redesign item detail pages around three AI recommendation widgets.
Also: 40% higher click-through rate, 25% larger carts. Built with Bloomreach, item page architecture, merchandising rules.
Read the case study
A visual typeahead for a 80,000 product catalog
Text-only search returned results too broad for scientists searching by specifications and phrases.
I led the project from pitch to launch. The platform only recognized product families, so we discovered what best-fitting items to surface.
Also: 25% larger carts. Built with Bloomreach AI search, Google Analytics, Glassbox.
Read the case study
A homepage untouched for a decade
Personalized without a personalization budget and minimal source content.
I designed a flexible template Marketing could update quickly, added personalization we could afford (recently viewed items), and passed on a full-width hero because the imagery would not support it.
Built with Bloomreach CMS, competitor research, scroll-depth and click analytics.
Read the case studyHow I work and lead
Designers, engineers, product managers, customer service, and others do not all report to me, but they come to me for solutions to their problems because together we can define, ponder, and address them.
Listen to understand, not to respond.
When people feel heard, they collaborate. When they collaborate, the results follow. It also scales: a team that shares context needs fewer meetings and fewer fixes.
I think slowly and plan well so that costly revisions happen on paper rather than in development. Then I build fast and keep the build window short.
- QuestionWhat is the goal, what defines success, and why are we doing this?
- PlanMap the strategy, paths, or flows that lead to success.
- TestPut the plan to work and record what breaks and what we learn.
- IterateApply those lessons over several passes until the quality is right.
- Ship, learn, repeatKeep development open as briefly as possible to keep black swan surprises out.
More design work
Design samples from earlier roles at Sears Holdings and MAT Holdings, where the work was graphic, video, and product design.
Need your digital strategy and design pain points solved? Let’s talk.
I’m looking for a team to grow with a team long term in a remote or hybrid in the northwest Chicago suburbs.