
User Research
Prototyping
Visual Design

"It just doesn't flow."
A nutrition coach knew her website wasn't attracting new clients, but couldn't pinpoint why. Three CTAs led to three different destinations, sign-up lived on an external Google Form, and nothing on the site explained what you'd actually get. The problem wasn't the visuals. It was the architecture.
"I wanted to help, but I had no idea where to start."
A pet rescue nonprofit had people showing up ready to adopt, donate, and volunteer, but the site's scattered structure, missing context, and broken flows stopped them cold. We restructured the information architecture, defined visual direction through preference testing with 12 users, and designed a system that turns good intentions into action. The redesign cut decision friction by 60% and doubled adoption flow clarity in usability testing.



