Created an optimized website UI to improve user experience and increase conversion rates by carefully considering user feedback and quantitative data.
Brevitē is a award-winning direct-to-consumer brand that uses backpacks to elevate the user journey.
For three years, as Product Design Manager, I led the company's design efforts, overseeing both digital and hardware projects.
Head of design
Product Design Manager
Junior Product Designer
Junior Product Designer
Head of marketing
Brand Marketing Manager
Senior Marketing Associate
Junior Marketing Associate
Head of Operations/Finance
Senior Operations Associate
Junior Operations Associate
Development
Manufacturing
Marketing
Our Brevitē e-commerce website was getting outdated, with a confusing interface that was causing us to lose customers. The design was not entirely user-friendly, making it difficult for customers to navigate and complete their purchases.
The add-to-cart experience caused confusion and frustration, leading to abandoned purchases.
Navigation system is inefficient, causing frustration for shoppers and negatively impacting their overall experience.
Poor add-to-cart experience drive customers away.
Increase in abandoned cart rate over the past quarter.
Increase in average session duration with no corresponding increase in purchases.
Drop in Customer retention rate.
Elevating the Brevitē brand through a visually appealing and intuitive website.
Encouraging longer browsing and higher interaction rates.
Streamlining the purchase process to increase sales.
Through collaboration, I pushed on constraints to redesign our website. I worked with our development team, marketing associates, PM and multiple external partners.
Usability - ensure the website’s user interface is intuitive and efficient, allowing visitors to navigate and complete their tasks with minimal effort.
Empathy - prioritize understanding and addressing the diverse needs andemotions of the users.
Consistency - maintain consistency in design elements and interactions across the website.
The branding guide ensured consistent visual and written communications by providing clear guidelines on topics like typography usage, color schemes, grid layout.
This uniformity strengthened the brand recognition, built audience trust, and simplified the design process.
The reduction of clutter throughout the website, like shown here in the Card UI, meant to create a cleaner, more focused design, making it easier for users to find and interact with different components and key information.
We wanted to eliminate unnecessary elements, so users can navigate the website more intuitively, leading to a more efficient and enjoyable experience.
The user flow was carefully designed to simplify and enhance the shopping experience.
Empathizing with users’ needs allowed us to create clear, intuitive navigation paths, letting users to easily filter categories and collections, view product details, and make purchasing decisions.
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A clean, visually striking layout with high-quality imagery and clear navigation. Focuses on simplicity, with a prominent value proposition and easy navigation to various sections of the site.
The design reduces clutter by organizing products into clean, easily navigable sections, enhancing the browsing experience.
Showcases products with detailed images, descriptions, and reviews, emphasizing ease of purchase.
The cart page is streamlined and encourages cross-selling with related product suggestions to boost revenue.
Sales conversation rate
Buying time
YoY revenue growth
Prioritizing early collaboration with engineering to ensure a comprehensive understanding of both frontend and backend requirements would be immensely important.
This would help identify edge cases sooner and streamline the development of innovative features.
I would keep on actively seeking mentorship and feedback from the start, recognizing the importance of soft skills in addition to technical abilities.
Being proactive in initiating conversations, updating stakeholders regularly, and seeking guidance to navigate potential roadblocks.
Explore the integration of AI tools to deliver personalized product recommendations and content based on user behavior, enhancing the overall shopping experience and increasing engagement.
Implement a system for regularly refreshing homepage and category page content with seasonal themes or trending products, keeping the site engaging and relevant for repeat visitors.
In a world with so many different versions of USB connectors, the idea of a new standard may seem overwhelming.
However, with brands like Apple and Samsung switching the ports in their devices to USB type C, there is an opportunity to introduce compatible products that will facilitate this shift, such as the well-known flash drive.
In designing a product as ubiquitous and common as a flash drive, I wanted to produce a model with a form and finish that is down to earth. Granite's elemental and decorative design aims to emphasize its name.
The granite stone's natural characteristics, elegance and colorful subtlety, were the leading guiding principles of this design.
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Granite is as simple as it can be -- there are no flashy LEDs, cheap plastic parts, or unnecessary details.
Utilizing the natural colors of the granite stone enabled me to conceptualize the overall CMF aesthetic of the Granite product line.
Unlike other USB type C connectors that are made of folded metal, Granite's main body is made of one extruded anodized aluminum. It is reinforced on both ends by a snap-fit aluminum cap in its tail and the build-in USB type C pins head. That is to avoid any break-points and to ensure the durability of the flash drive.
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