UX Strategy & Conversion Thinking

Turning design intuition into measurable business outcomes.

In my work leading eCommerce and digital experience teams, UX has never been a visual layer — it’s the engine behind every interaction and conversion. My approach combines behavioral insight, conversion optimization, and collaborative design thinking to deliver experiences that feel effortless and perform exceptionally.

How I’ve Applied UX Strategy

Audit and Diagnose
I’ve led full-site UX audits and heuristic reviews across enterprise platforms like SAP Commerce Cloud, Salesforce Commerce Cloud, and Shopify. These reviews pinpointed friction points and informed redesigns that lifted conversion and engagement metrics.

Map Conversion Paths
At Quantum Fiber and Shane Co., I built detailed journey maps and funnel analyses that revealed key drop-offs in signup and checkout flows — insights that guided high-impact testing roadmaps and ultimately improved completion rates and customer satisfaction.

Design for Action, Not Just Aesthetics
I’ve partnered with design and development teams to translate findings into wireframes, prototypes, and production-ready solutions that balance usability, emotional engagement, and conversion psychology.

Integrate CRO Methodology
Every UX decision I’ve led has been backed by testing discipline — using A/B and multivariate frameworks to validate design hypotheses and ensure that improvements drive measurable business results.

Align with Brand and Performance
My UX approach always ties back to brand voice and customer trust. Whether refining Shane Co.’s diamond discovery tools or optimizing Quantum Fiber’s service qualification flow, I aim to make experiences both human and high-performing.

My Philosophy

UX and CRO are inseparable. Together, they bridge the gap between what customers feel and what businesses measure. My focus has always been on that intersection — where empathy, analytics, and execution meet to create experiences that convert.