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Audio/Visual Manufacturer

National manufacturer of audio visual connectivity products was in the process of updating their CMS to tie into their existing accounting system. I came on board to update of the design and usability. I lead the team through the UX design process with the goal of increasing usability, visibility and visual design.

Project Roll

UX Audit • UI Review • eCommerce Review • Brand Design • Website Redesign • Product Photography • SEO • Analytics

Previous Web Site

The existing website had a fixed width and was not mobile friendly. The design was dated with low image quality.


User Personas

Interviews were performed to provide data that was used to develop user personas for the key customers


Competitive Analysis

Top competitors websites were reviewed for common navigation and industry standards.


Site Maps

Sitemaps were developed to identify ways to streamline the shopping process. Main navigation links were updated to be descriptive and better aligned with industry standard terminology.



Initial wireframes were created for desktop and mobile to lock down the navigation and layout. 


Desktop Prototype

Working prototypes were developed to test the complete purchase and checkout process for registered and anonymous users.

View Prototype


Design Guide

A complete style guide was created for the development team.


High-Fidelity Prototypes

Working prototypes were created for management review and to perform usability testing.

View Prototype


Product Photography

Studio shots were taken for all key products and standards were created for product photography for consistency.


Carousel Slides

Slides were designed to clearly identify the company offerings and promote featured products. Desktop and mobile versions were created for each.


Mobile Prototype

Prototypes were developed to test usability on mobile devices.

View Prototype


Checkout User Flow

User flows were created to determine the complete checkout process for registered and anonymous checkouts.


Email Campaigns

Campaigns were created to increase web traffic and brand awareness.



Animated video with voiceover was created to promote the custom wall plate capabilities which was determined to be a key product that differentiates the company from the competition.

View Video


Analytics and SEO

Once the site went live, Analytics including heatmaps were reviewed to further fine-tune the user journey and usability. 

SEO programs were used to modify content and increase search visibility and search results position.

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