Website Redesign & UX Strategy

The Challenge

The existing website had grown organically over time, resulting in a fragmented structure, inconsistent navigation, and high bounce rates. Users struggled to find relevant product information, and the site lacked a clear path to conversion.

The Approach

I led a full audit of the site's content architecture and user flow, identifying drop-off points, redundant pages, and navigation gaps. The redesign strategy prioritized product discoverability, clearer calls to action, and a more intuitive information hierarchy.

The Execution

Working with internal stakeholders and an external design team, I managed the redesign across 185+ pages — restructuring navigation, consolidating content, and implementing a consistent page template system. Performance was tracked via Google Analytics throughout the rollout.

The Impact

Created a more intuitive digital experience that better reflected the organization's brand and made it easier for members and prospects to find relevant information and take action.

The Results

• Reduced bounce rate by approximately 4% month-over-month
• Increased average time on site and scroll depth
• Improved site structure across 185+ pages
• Strengthened product discovery and conversion pathways