Driving Conversions and Brand Alignment Through Strategic Web Design
Website Design, UX Research, CRO Collaboration
SimplePractice
SimplePractice needed to bridge the gap between their legacy website’s metrics and the newly refreshed brand identity. Despite a strong product offering, the site faced challenges with unclear navigation, overstimulating offers, and a user experience that made decision-making difficult. Leadership tasked our team with refining the site’s design and structure while supporting conversion goals.
Results
Website UX / UI Design
Redesigned homepage, landing pages, and resource pages with a user-first approach.
Partnered with the CRO team to optimize navigation and reduce friction points.
Introduced interactive elements, including a financial toggle and calculator, to support user engagement.
Increased website click-through rates by 15% and conversion rates by 10% post-launch.
Boosted click-through rates by 40%, driving more traffic to the website.
Increased sales from email campaigns by 20% within three months, supported by visually engaging templates and clear CTAs.
Problem
The initial website struggled to meet conversion targets and align with SimplePractice’s updated brand identity. Users reported feeling overwhelmed by the site’s layout and unclear navigation paths. This led to confusion, decreased engagement, and lost opportunities for conversion.
Approach
I joined the project during its second phase and quickly integrated into the team, collaborating with marketing, engineering, and leadership. Conducted a full design audit, worked closely with the CRO team in weekly strategy sessions, and iterated on designs based on real user data and feedback. Key initiatives included simplifying navigation, redesigning key landing pages, and introducing gamified tools like a financial calculator to enhance the user journey.
The REsults
Increased
click-through
rates by 17%
Boosted Conversion Rates by 12%
Improved user flow and reduced navigation drop-off
In Conclusion
By partnering across teams and focusing on CRO insights, I helped SimplePractice align its brand identity with business goals while creating a more intuitive, engaging web experience. This project reinforced the importance of cross-functional collaboration, adaptability, and data-driven design — skills I carry into every project.
Website UX / UI Design
Redesigned homepage, landing pages, and resource pages with a user-first approach.
Partnered with the CRO team to optimize navigation and reduce friction points.
Introduced interactive elements, including a financial toggle and calculator, to support user engagement.
Increased website click-through rates by 15% and conversion rates by 10% post-launch.
Boosted click-through rates by 40%, driving more traffic to the website.
Increased sales from email campaigns by 20% within three months, supported by visually engaging templates and clear CTAs.