Conversion & UX Improvements
Specific surfaces where user behavior meets code.
Step 3
How it works
Using findings from diagnosis and what the prototypes taught, I work through the specific UX surfaces that affect outcomes — funnels, forms, checkout flows, and the page-level design details that matter.
Traffic without conversion is wasted attention. This phase is where I take the specific surfaces identified in earlier phases and work on them directly — rewriting a form, tightening a checkout, redesigning a landing page, or fixing a template that is confusing users. I have built and optimized multi-step commerce flows across several products, including cart, guest checkout, digital delivery, and Stripe subscriptions. The changes are specific to the surface and the audience, not applied from a template. Everything is measured against the baseline from phase one.
What this covers
Key activities
The specific areas I focus on during this phase.
- Funnel-level surface work
- Funnel analysis followed by targeted redesigns at the specific steps where drop-off is happening.
- Form and checkout tightening
- Reducing fields, fixing error handling, improving mobile behavior, and optimizing for guest checkout where it applies.
- Page-level design and copy
- Specific page redesigns based on real user behavior — not applied best-practice templates.
- Mobile-specific work
- Dedicated attention to mobile-specific friction — touch targets, scroll behavior, and mobile-first checkout.
Outcomes
What gets produced
Concrete artifacts from this phase.
- Measured conversion changes
- Before-and-after numbers for each surface change, benchmarked against the phase-one baseline.
- Reusable page patterns
- Working page and component patterns that can be reused across the rest of the site or similar flows.
- Observability on the fix
- Instrumentation and alerting so the improvements are visible in monitoring, not assumed from a single measurement.
See how this fits together
The process steps sit inside the larger shape of a consulting engagement. Read about the areas I take on outside work, or browse the portfolio.