S Y L V A N E, I N C.
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Overview
In my current role as Senior UX Designer, I've been dedicated to spearheading initiatives aimed at bringing the company in line with modern UX design standards.
I've created and managed cohesive brand guidelines and design systems to ensure a consistent user experience across all digital products. I collaborate with stakeholders to develop product roadmaps that align with business goals, balancing user needs and strategic priorities. By leading a multidisciplinary team—including data analysts and graphic designers—and working closely with multiple departments, I drive initiatives that enhance accessibility, optimize QA, and ultimately boost website revenue.
Homepage Overview
I led the transformation of Sylvane from a dated, utilitarian design to a modern, user-centered experience by improving navigation, refining branding, and enhancing usability, resulting in higher conversions, increased engagement, and streamlined internal workflows.
Homepage (Nov 2022)
Homepage (Nov 2022)
When I first joined, Sylvane had a functional but dated design. The website leaned heavily on a utilitarian structure, with minimal focus on modern UX principles. The navigation was serviceable but lacked features like autosuggest or visual hierarchy, and the branding felt inconsistent. Product categories and banners were cluttered, making it challenging for users to focus on key elements. Imagery was largely product-focused, with limited lifestyle integration, and there was an over-reliance on text-heavy sections that added cognitive load. The overall design needed refinement to improve usability, modernize the aesthetic, and better align with user needs.
Homepage (2024)
Homepage (2024)
Since joining, I’ve led efforts to modernize the website focusing on usability, branding, and engagement. Navigation updates, including improved search and fewer banners, streamlined the user experience. A cohesive blue palette and refined iconography reinforced branding while reducing cognitive load. Lifestyle imagery, updated typography, and better spacing created a more polished, inviting design. These changes have driven higher conversions, increased user engagement, and enhanced brand recognition, while also improving internal workflows and collaboration across teams.
Product Page Overview
Updating the product page design was a high-stakes project, as this page is where the majority of customers land, make purchasing decisions, and convert. The redesign introduced a more modern layout with increased negative space, reduced cognitive load, and a simplified color palette to foster trust and encourage conversions. By balancing richer information with a cleaner visual structure, the new design not only improved usability but also strategically supported revenue growth and customer engagement.
November 2022
November 2022
December 2024
December 2024
Marketing
To align with the brand guidelines I've developed, I revamped marketing graphics to ensure consistency, professionalism, and trust. By creating standardized templates, updating typography, and refining visual elements, the new graphics not only reinforced brand identity but also enhanced clarity and appeal. These updates were strategically designed to build user trust and drive higher click-through rates, supporting both engagement and business goals.
| Case study in Progress |
Please check back frequently as I am eager to share the substantial progress I've made. Detailed deliverables and additional examples are available upon request.
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