UX Architect for the Active&Fit Direct homepage makeover.
With my help, Active&Direct rocketed to the #1 top performing slot for American Specialty Health from 2018 thru the present. With this new design we increased subscriptions by more than 15% and reduced support calls by one fourth.
Interviewed and surveyed existing and potential customers to understand what motivated them to help us meet their needs and answer their questions with the new design.
Interviewed internal stakeholders and sat in on support calls to understand what was confusing users or slowing them down when they reached the site.
Took the top call-in support questions and made sure those were clearly answered right on the homepage
Performed extensive testing with UserTesting.com to find the best layout and most understandable copy to lead to the highest subscriptions and the lowest number of support calls.