UX / CRO design case studies
Case studies in CRO, product and AI design.
Real, shipped work across conversion-focused commerce, marketplace PDP optimization, scalable design systems and an AI-native design workflow.
Estore Labs - Sep 2024 - Present
Conversion-focused PDP and A+ content design for global retail brands.
Designed conversion experiences for retail marketplaces, including Ferrero brands such as Kinder, Nutella and Rocher.
Scaled output across a multi-brand portfolio, on deadline and without losing brand consistency.
Planet of the Vapes - Jul 2023 - Present
Conversion-focused landing pages, campaigns and lifecycle design for a DTC eCommerce brand.
Landing pages, promotional campaigns and email/SMS assets supporting product launches and seasonal pushes, kept consistent across every brand touchpoint.
Faster, on-brand launch and lifecycle production with clearer navigation and product discovery.
trades.org - Jul 2022 - Dec 2023
A scalable product system for faster web-product iteration.
Designed the UX foundation, component system and responsive templates for multiple web products and a custom CMS/ATS workflow.
Faster iteration and reduced funnel drop-off risk through consistent product patterns.
Casabianca Cycling - Sep 2018 - Jun 2022
A checkout and UX redesign that made a cycling apparel brand feel as premium as its product.
Restructured information architecture, product-page hierarchy and digital-to-physical brand consistency for a cycling apparel commerce experience.
A calmer, more premium cycling apparel experience with cleaner CTAs and a clearer checkout flow.
Process case study - Ongoing method
How AI speeds research, ideation and A/B variants without replacing craft.
A process case study showing where generative AI belongs in a high-craft UX and commerce workflow.
Faster variant production with clearer rationale for every design decision.
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