Recent Experiences
I've had
A curated archive of projects I’ve led, shaped, or contributed to across ecommerce, product design, branding, CRO, and creative direction.
Dr. Squatch
Categories:
Campaign & Product Design
Type:
Agency Client
Year:
2024-2025
Description:
Developed the valuation framework, quiz logic, and scoring methodology behind Dr. Squatch's Ball Valuation Tool campaign. Worked closely with stakeholders to balance engagement, statistical accuracy, and business objectives while also contributing recommendations for Shopify subscription management experiences.
No Rivals
Categories:
Brand, Product, Campaigns, & Site
Type:
Contract
Year:
2023-2025
Description:
No Rivals began as an idea to create collegiate products that felt more premium, thoughtful, and design-driven than traditional licensed merchandise. Over the course of three years, I helped build the brand into a nationally licensed apparel company with more than 100 university partnerships and products sold across both direct-to-consumer and wholesale channels.
My role extended across nearly every customer-facing touchpoint. I led brand development, product design, campaign strategy, ecommerce experience, photography direction, merchandising, packaging, lifecycle marketing, and product launches. This included designing hundreds of products, directing seasonal campaigns, building wholesale experiences, managing licensing launches, and helping shape the long-term vision of the brand.
The experience taught me how brand, product, marketing, operations, and customer experience intersect when building something from the ground up. Rather than working on a single project, I was responsible for continuously evolving the business, the customer experience, and the creative direction as the company scaled.
Primal Kitchen
Categories:
Redesign, Brand Refresh, & CRO Design
Type:
Agency Client
Year:
2024-2026
Description:
Led redesign efforts focused on modernizing the customer experience while supporting a broader brand refresh initiative. Worked across UX, visual design, and conversion-focused improvements to create a more cohesive and scalable digital experience.
Results
+33% Revenue
+43% Engaged Sessions
Successful Color Contrast Compliance
Princess Polly
Categories:
CRO Design
Type:
Agency Client
Year:
2023-2025
Description:
Managed design initiatives supporting ongoing conversion optimization efforts across the ecommerce experience. Collaborated with strategy and development teams to improve customer journeys, merchandising opportunities, and overall site performance.
Archer & Olive
Categories:
Redesign, Brand Refresh, & CRO Design
Type:
Agency Client
Year:
2025-2026
Description:
Led a full ecommerce redesign focused on customer onboarding, product discovery, and improving the shopping experience for new customers. Helped establish updated creative direction for site photography while supporting lifecycle email marketing initiatives.
Results
+36% Add to Cart Rate
+22% Completed Checkout Rate
Established a scalable visual system for seasonal launches
Plug Tech
Categories:
Redesign, Brand Refresh, & CRO Design
Type:
Agency Client
Year:
2025-2026
Description:
Managed redesign efforts for a large-scale ecommerce platform focused on refurbished technology products. Led improvements across merchandising, navigation, and user experience while coordinating execution between stakeholders, designers, and developers.
Results
+26.77% Revenue Per User
+18.79% Add to Cart Rate
Modernized site architecture for future scalability
Kaged
Categories:
Information Architecture & CRO Design
Type:
Agency Client
Year:
2023-2024
Description:
Led a restructuring of site navigation and product architecture using customer behavior data and naming convention analysis. Managed ongoing design efforts supporting conversion optimization initiatives across the site.
Results
Improved product discoverability across catalog
Increased workout plan traffic
DFTBA
Categories:
Theme Migration
Type:
Agency Client
Year:
2025
Description:
Led the migration from a legacy Shopify experience to a modern theme architecture. Oversaw planning, template strategy, accessibility improvements, and customer experience enhancements while maintaining operational continuity during launch.
Results
+52% Conversion Rate
+6% Average Order Value
CrunchLabs
Categories:
Email Marketing Design
Type:
Agency Client
Year:
2025-2026
Description:
Designed lifecycle email experiences focused on engagement, retention, and conversion. Developed automated flows that aligned customer behavior with broader marketing and business objectives.
Results
+83% Email Revenue
+35% Box Subscribers
Visbiome
Categories:
Redesigns & CRO Design
Type:
Agency Client
Year:
2023-2026
Description:
Led redesign initiatives across multiple ecommerce properties while supporting ongoing experimentation and conversion-focused improvements. Managed design execution across several business units to improve customer experience and performance.
ZOKU
Categories:
Theme Migration
Type:
Agency Client
Year:
2025
Description:
Directed the migration to a modern ecommerce platform with a focus on usability, merchandising, and scalability. Established a stronger foundation for future growth while preserving the brand's unique customer experience.
Results
+44% Total Sales
+15% Conversion Rate
Improved accessibility and storefront performance
Mood
Categories:
Landing Pages & CRO Design
Type:
Agency Client
Year:
2025
Description:
Led design efforts for conversion-focused landing pages, quiz experiences, and bundling flows. Worked closely with stakeholders to improve customer acquisition and increase purchase intent throughout the purchase funnel.
Results
78.6% Purchase Win Rate across tested landing pages
Created rapid experimentation workflows
Designed multiple acquisition-focused landing experiences
Red Land Cotton
Categories:
Theme Migration & CRO Design
Type:
Agency Client
Year:
2023-2026
Description:
Managed design efforts across ongoing optimization initiatives while leading a Shopify theme migration. Balanced technical implementation requirements with customer experience improvements to support future growth.
Good Store
Categories:
Accessibility, Theme Migration, & CRO Design
Type:
Agency Client
Year:
2024-2026
Description:
Directed theme migration efforts while conducting accessibility audits and conversion-focused improvements. Balanced usability, compliance, and business goals to create a more inclusive shopping experience.
Results
+174% Customer Lifetime Value
+58% Orders Per Customer
Supported accessibility and customer experience improvements
Gooseberry Intimates
Categories:
Redesign & CRO Design
Type:
Agency Client
Year:
2023-2024
Description:
Led a redesign focused on improving product discovery, customer experience, and overall site performance. Worked across UX strategy, interface design, and merchandising improvements to create a stronger ecommerce experience.
Prismancy
Categories:
Brand Identity & SaaS
Type:
Agency Tool
Year:
2026
Description:
Created the visual identity for Prismfly's A/B testing platform, including logo design, typography, color systems, and creative direction. Built a visual language inspired by optimization, scanning, and experimentation workflows.
Divi
Categories:
Email Marketing Design
Type:
Agency Client
Year:
2025
Description:
Designed and optimized email campaigns and automated customer flows. Focused on improving engagement while maintaining consistency with the brand's visual identity and customer experience.
Results
+202% Browse Abandonment Revenue
69% Flow Open Rate
IMPORTANT NOTE
Beyond These Projects
This archive highlights a selection of the work I've led or contributed to over the past few years. In addition to these engagements, I've worked across dozens of ecommerce brands, digital products, marketing initiatives, and creative campaigns spanning UX, CRO, branding, customer experience, team leadership, and design operations.
Not every project becomes a case study. Some are confidential, some are ongoing, some are too old, and others are best represented through conversation rather than visuals. If you're interested in a particular area of expertise, I'm happy to share additional context and examples.