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 2.76% to 8.6% — a ~212% lift measured week over week from late February to late March.
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.
Four campaigns across landing pages, email, and paid ads — including 1,200+ BFCM conversions, 6.2% conversion rate on a BOGO promo, 20%+ email click rate on a co-branded partnership, and $3.5k revenue from $2.5k ad spend. A freelance engagement designing for a DTC supplement brand from concept through launch.
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.