Featured UX Design Projects
Below are examples of UX designs I developed as part of my role as Art Director at Fetch & Funnel. Working across a diverse range of clients, we took a data-driven approach to CRO, using performance insights to guide redesign decisions beyond aesthetics alone. Each project balanced thoughtful design and brand authenticity with a clear focus on increasing purchase intent, improving the user experience, and ultimately driving conversions and sales.
So Good So You
Site Re-Design
When I joined So Good So You, the brand felt medicinal and outdated. I led a full brand and website redesign, and this visual highlights how far the brand evolved through strategic creative direction and a strong UX foundation.
While the brand does not sell direct-to-consumer, the website functions as a central hub for product education and brand storytelling - building trust, communicating credibility, and positioning So Good So You as an established, successful brand rather than a startup.
The redesign proved successful, evidenced by increased time spent on site and a reduction in customer service inquiries related to product understanding. Overall, the experience strengthened consumer trust and helped the brand remain competitive in the health and wellness space.
Davek New York
CRO Redesign
Davek NY partnered with me to unify their customer funnel across ads and on-site experiences. Through testing, I found that the brand’s New York identity, alongside product durability, customization, and real-world use cases, was a key conversion driver.
I redesigned the site to deliver consistent, stage-appropriate messaging across the funnel, surfacing the information users needed when they needed it.
The result was significantly fewer customer service inquiries and a measurable lift in online conversions.
Audry Rose
CRO Redesign
Audry Rose Jewelry is a modern fine jewelry brand known for its minimalist designs and refined elegance.
For Audry Rose, I led a conversion rate optimization–focused site redesign that increased Add to Cart rates by over 18% and Purchase rates by 29%. These gains were driven by thoughtful UX improvements, including strategic button placement, streamlined layouts, and a simplified design approach.
Throughout the redesign, I was careful to preserve the brand’s signature aesthetic of simplicity and elegance. I also refined the site’s photography to ensure visual consistency across all touchpoints, helping build consumer trust and reinforce Audry Rose’s commitment to quality craftsmanship.
Summerboard
CRO Redesign
Summerboard was ready to scale, but first, we needed to focus on increasing profitability. I mapped the full customer journey and led a CRO-driven redesign that supported a multichannel media strategy to ensure cohesive messaging and high-converting creative across every touchpoint.
From top to bottom of the funnel, performance was closely tracked and optimized, resulting in a 300% increase in revenue within three months.
The redesigned experience helped align traffic, messaging, and conversion, creating a foundation built for efficient, sustainable growth.
UnboxMe
CRO Redesign
UnboxMe brought me in to redesign the custom gift box experience with a focus on clarity, speed, and personalization. The previous flow made customization feel overwhelming, with too many steps and unclear decision points that caused users to drop off before completing their gift.
I redesigned the end-to-end experience to feel more guided and intentional while leaning into UnboxMe’s fun, playful brand personality. Bright visuals, engaging animations, and a more expressive design language were used to better resonate with the core audience of Millennial and Gen Z women.
The new build-as-you-go flow made customization feel effortless while highlighting product value and add-ons at the right moments. As a result, the redesign drove higher conversion rates, increased average order value, and reduced abandonment across the custom gift flow.
Bouqs Wedding
CRO Redesign
Bouqs Weddings brought me in to modernize the bouquet-building and wedding-planning flow, making it possible for couples to plan their florals in just a few clicks. The previous experience was clunky and difficult to navigate, creating friction at key decision points.
I retained what was already working - the elegance of the florals and the delicate wedding aesthetic - while redesigning the flow to be more intuitive and seamless.
A major improvement was reimagining the dropdown navigation into a more visual, guided selection experience, reducing cognitive load and simplifying choices. Another highlight was the shoppable mood board, which proved to be very useful for brides-to-be.
The result was higher conversion rates and a clearer understanding of the process, allowing users to move through planning with confidence and ease.
