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Role: Lead UX Designer

Avvo Legal Services, an online marketplace for lawyers and consumers, sought to redesign core pages of its e-commerce website through the lens of mobile web design, which required working with an existing information architecture while focusing on increasing click through and funnel conversion. 

The outcome of this work was the delivery of actionable templates for core areas of the website leveraging mobile ecommerce usabilty standards.

  • Problem discovery with product manager – heuristic evaluation of existing web pages, analysis of drop-off through funnel and identifying appropriate a/b tests.

  • Responsive redesign of key web pages by generating UI sketches, wireframes, and high fidelity mocks to inform visual design and front-end engineering templates.

  • Informal guerilla usability and validation testing of redesign concepts.

  • Go-to-market design presentation and ux strategy recommendations to C-levels for future design initiatives.

As a result of this work, we saw conversion lifts, and help inform future UX and product backlog.