UX Redesign - deb mindel : insight out

UX Redesign: Product Pages




In 2010, redesign the UI of the text heavy ecommerce site to drive sales, improve customer experience, and improve SEO rankings.


Led the end-to-end project cycle to transform a scrolling text page to a user-centric experience on the same CMS platform. Distributed customer surveys and gathered competitive research to scope information architecture and user needs. Produced tech specs, wireframes, and high fidelity designs while managing budget, timeline, technical agency, and internal team. 


Went from none to first page rankings on Google for top product offerings within 2 months after launch.

60% increase in unique visits month over month

Shifted reliance from phone intakes to online applications

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