SQUARESPACE

Selling Dashboards

Due to a strategic pivot, key subject matter experts were rallied to quickly design a behavior-based, personalized framework underlying a new suite of selling product dashboards. In addition to the interaction and content infrastructure, we created a system of thirteen patterns that would ultimately become the building blocks for each landing surface.

Outcomes

  • Using the framework and accompanying components, five net-new selling dashboards were designed in less than three months

  • During that period, 19 new Figma components within 13 patterns were inserted over 12,000 times by 12 teams

  • Teams used the Figma toolkit and the pattern library to propel their speed to ship all of the dashboards within eight months of the project’s initiation

  • A 14-day A/B test showed a 37% increase in creating things to sell

  • After launch, we saw a 28-40% increase in document creation, a 22% increase in Member Site creation, a 10-20% increase in adding a product, an 8% increase in pricing plan creation, and a 50% increase in first time Donation sales.

SQUARESPACE

Global Navigation

Squarespace’s platform navigation was completely rethought in effort to improve feature discoverability and user success through a radical simplification of the information architecture and interaction behaviors.

Outcomes

The discovery of root nav items increased across the board:

  • +11.5% discovered and engaged with the Scheduling product

  • +11.5% started a Scheduling trial

  • +9.3% added a product

  • +9.8% added a shipping option

  • +9% opened website editing and +3% added a new page

  • +7.6% opened in-product guidance

MAILCHIMP

Contact Import

Mailchimp requires all users to complete a contact import before using the platform to send any marketing communications, yet the flow had a task completion rate of only 74%. Why? Well, it was contained in a confusing and inaccessible wizard which resulted in a substantial drop-off rate among users, particularly at the complex field matching step.

Outcomes

  • 18% increase in flow completion

  • Wizard pattern and combo-box component contributed to Wink design system

  • Key inaugural release under company-wide application redesign initiative

COMING SOON

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COMING SOON 〰️

ACUITY SCHEDULING

Information Architecture

The Acuity Scheduling team (within Squarespace) identified many discoverability and usability-specific issues with their experience. Following their brand re-launch, they established new guiding principals aimed at unifying the end-to-end journey for all users and their clients. I was asked to leverage my expertise in evaluating their existing IA and discoverability challenges.

Outcomes

  • Examined various UXR insights, group OKRs and existing vision work while conducting stakeholder interviews

  • Created, facilitated and synthesized insights from 3.5 hours of workshops with 13 Acuity cross-discipline team members

  • Delivered five 3-level concepts and strategies to inform their subsequent project kickoff of an information architecture overhaul