As sole designer on Cerebral's growth team, I redesigned the end-to-end conversion experience to reduce friction, personalize the flow by user intent, and surface clinician trust earlier in the journey. Across pre-signup questions, welcome screens, value interstitials, and clinician selection pre-checkout, the work was informed by user research, funnel data, and competitive analysis. Arrival-to-lead improved from 3.4% to 8.6%, and checkout conversion increased from 19% to 29.3%.
Booking a therapy appointment means navigating insurance, a moment most users dread. At Cerebral, that friction was showing up as drop-off at the insurance step. I designed a cost estimate entry point on the find-a-therapist page that returns a real-time result upfront, before users enter the full flow, with four response states covering every verification outcome. Live on cerebral.com.
For Gainful's Black Friday and Cyber Monday campaign, I designed a shoppable landing page built to convert high-intent seasonal traffic that surfaces sale inventory in a clear, scannable layout with dual CTAs driving both add-to-cart actions and deeper site exploration. Part of a broader freelance engagement spanning landing pages, checkout, email campaigns, and Facebook and Instagram ad creative for the DTC supplement brand.
Avalara.com receives 1.5 million monthly visits and consistency at that scale requires more than good intentions. As lead designer, I rolled out the Skylab MX design system for the marketing site, built and scaled the Figma component library, and migrated the site to AEM Cloud. The result: 5+ templated page types, a 30% reduction in design-to-production turnaround, and faster asset creation for the wider design team.