Designing for Conversion
Keto360 was a comprehensive keto lifestyle program launched by Ancient Nutrition, featuring meal plans, recipes, supplements, and coaching. I designed a high-converting landing page to promote the program, aligning with the brand’s natural wellness aesthetic while delivering a clear, persuasive sales message. The page exceeded expectations, generating over $1 million in sales during the campaign.
CLIENT
Ancient Nutrition
Role
Designer
Service
UX Design · UI Design · Illustration
PROBLEM
Ancient Nutrition needed a landing page that could effectively communicate the value of Keto360 to both new and existing customers.
Key challenges:
Presenting a complex program (meals, products, coaching) in a clear, digestible way.
Aligning with brand visuals while optimizing for conversion performance.
Balancing education with persuasive calls-to-action.
Designing for mobile-first audiences.
Keto360 Branding Assets
GOALS
Our team set out to:
Design the full landing page layout from concept to final implementation.
Create a visual hierarchy to guide users from interest to purchase.
Collaborate with marketing, copywriters, and developers for alignment.
Optimize for conversion using UX best practices and A/B test insights.
PROCESS
STEP 1 _ Discovery & Goal Setting
Met with stakeholders to clarify campaign objectives and KPIs.
Reviewed target audience demographics and purchase behavior.
Created user personas, journey maps, and user flows.
User Flow / Personas
Journey Map
STEP 2 _ Wireframing & Layout
Sketched initial layouts focusing on content flow and call-to-action placement.
Prioritized storytelling elements: problem, solution, proof, offer.
Wireframe
STEP 3 _ Visual Design
Applied the previously created brand palette, typography, logo, and imagery that had been created for the Keto360 blueprint workbook.
Integrated lifestyle photography and clean iconography to explain benefits.
Keto360 Blueprint Elements
All elements were referenced to make sure the landing page design was consistent with the Keto360 Blueprint to insure a cohesive experience.
Keto360 Blueprint Reference Images
Clean, modern imagery was used throughout.
Landing Page Imagery
Imagery directly from and similar to the Keto360 Blueprint was used to maintain branding consistency.
Landing Page Iconography
Custom icons were created to bridge the branding of Ancient Nutrition to Keto360.
STEP 4 _ Conversion Optimization
Designed customized layout/functionality for both desktop and mobile.
Used social proof, testimonials, and limited-time offers to build urgency.
Desktop/Mobile
Used accordions on mobile to simplify long content and improve scanability.
Testimonials
Used straightforward, descriptive text on carousel buttons to guide users through the content.
Keto360 Offer
A prominent call-to-action with clear language and an A/B tested value proposition.
STEP 5 _ Collaboration & Handoff
Worked with developers to ensure responsive design and fast load times.
Reviewed the staging link before launch for visual and functional QA to make sure the UX of the mobile version matched the intention of the mockup.
Carousel Usage
Designed the mobile carousel to show a partial next item, signaling additional content off-screen and encouraging swipe interaction. Made sure developers implemented the design with the intended functionality.
RESULTS
Positive user feedback on clarity and visual appeal.
Landing page generated over $1M in sales during the campaign.
Increased sign-up and conversion rates compared to previous promotions.
REFLECTION
This project reinforced the power of story-driven, conversion-focused design in eCommerce. By blending brand authenticity with proven UX patterns, we were able to connect with customers on both an emotional and practical level, driving impressive revenue results.
Zenith
Designing for Conversion
Designing for Conversion
Sam.gov is the U.S. government’s central procurement and contracting platform, serving millions of contractors and agencies. As part of IBM’s design team, I contributed to modernizing its interface by addressing major usability issues, clarifying navigation, and laying the groundwork for a scalable design system. Our focus was on iterative improvements that could bring immediate value while supporting a long-term redesign strategy.
Keto360 was a comprehensive keto lifestyle program launched by Ancient Nutrition, featuring meal plans, recipes, supplements, and coaching. I designed a high-converting landing page to promote the program, aligning with the brand’s natural wellness aesthetic while delivering a clear, persuasive sales message. The page exceeded expectations, generating over $1 million in sales during the campaign.
Keto360 was a comprehensive keto lifestyle program launched by Ancient Nutrition, featuring meal plans, recipes, supplements, and coaching. I designed a high-converting landing page to promote the program, aligning with the brand’s natural wellness aesthetic while delivering a clear, persuasive sales message. The page exceeded expectations, generating over $1 million in sales during the campaign.
CLIENT
WanderEase
CLIENT
Ancient Nutrition
CLIENT
Ancient Nutrition
Role
WanderEase
Role
Designer
Role
Designer
Service
UX Design · UI Design · Design Systems · Illustration
Service
UX Design · UI Design · Illustration
Service
UX Design · UI Design · Illustration
Selected Works
PROBLEM
Original Sam.gov Website
Keto360 Branding Assets
Keto360 Branding Assets
Ancient Nutrition needed a landing page that could effectively communicate the value of Keto360 to both new and existing customers.
Key challenges:
Presenting a complex program (meals, products, coaching) in a clear, digestible way.
Aligning with brand visuals while optimizing for conversion performance.
Balancing education with persuasive calls-to-action.
Designing for mobile-first audiences.
Ancient Nutrition needed a landing page that could effectively communicate the value of Keto360 to both new and existing customers.
Key challenges:
Presenting a complex program (meals, products, coaching) in a clear, digestible way.
Aligning with brand visuals while optimizing for conversion performance.
Balancing education with persuasive calls-to-action.
Designing for mobile-first audiences.
PROBLEM
PROBLEM
Selected Works
PROCESS
STEP 1 _ Research and Discovery
STEP 1 _ Discovery & Goal Setting
STEP 1 _ Discovery & Goal Setting
Conducted internal and external user research to understand satisfaction with the legacy site.
Met with stakeholders to clarify campaign objectives and KPIs.
Met with stakeholders to clarify campaign objectives and KPIs.
Conducted a card sorting exercise to analyze how users naturally categorize and navigate information on SAM.gov.
Reviewed target audience demographics and purchase behavior.
Reviewed target audience demographics and purchase behavior.
Reviewed target audience demographics and purchase behavior.
Created user personas, journey maps, and user flows.
Created user personas, journey maps, and user flows.
User Flow / Personas
Journey Map
STEP 2 _ Wireframing and Iteration
Wireframe
STEP 3 _ Design Exploration
STEP 3 _ Visual Design
STEP 3 _ Visual Design
Keto360 Blueprint Elements
All elements were referenced to make sure the landing page design was consistent with the Keto360 Blueprint to insure a cohesive experience.
Explored improvements to color palette, typography, illustrations, navigation, search, and layout.
Applied the previously created brand palette, typography, and imagery that had been created for the Keto360 blueprint workbook.
Applied the previously created brand palette, typography, and imagery that had been created for the Keto360 blueprint workbook.
Took the approved wireframes and created high-fidelity prototypes for homepage and subpage concepts.
Integrated lifestyle photography and clean iconography to explain benefits.
Integrated lifestyle photography and clean iconography to explain benefits.
Keto360 Blueprint Reference Images
Clean, modern imagery was used throughout.
Keto360 Blueprint Elements
All elements were referenced to make sure the landing page design was consistent with the Keto360 Blueprint to insure a cohesive experience.
Keto360 Blueprint Reference Images
Clean, modern imagery was used throughout.
Landing Page Imagery
Imagery directly from and similar to the Keto360 Blueprint was used to maintain branding consistency.
Landing Page Iconography
Custom icons were created to bridge the branding of Ancient Nutrition to Keto360.
Sketched initial layouts focusing on content flow and call-to-action placement.
Prioritized storytelling elements: problem, solution, proof, offer.
Sketched initial layouts focusing on content flow and call-to-action placement.
Prioritized storytelling elements: problem, solution, proof, offer.
Wireframe
STEP 5 _ Collaboration & Handoff
Worked with developers to ensure responsive design and fast load times.
Reviewed the staging link before launch for visual and functional QA to make sure the UX of the mobile version matched the intention of the mockup.
Carousel Usage
Designed the mobile carousel to show a partial next item, signaling additional content off-screen and encouraging swipe interaction. Made sure developers implemented the design with the intended functionality.
STEP 4 _ System Foundations & Collaboration
STEP 4 _ Conversion Optimization
STEP 4 _ Conversion Optimization
Designed customized layout/functionality for both desktop and mobile.
Used social proof, testimonials, and limited-time offers to build urgency.
Testimonials
Designed the mobile carousel to show a partial next item, signaling additional content off-screen and encouraging swipe interaction.
Used straightforward, descriptive text on carousel buttons to guide users through the content.
Used straightforward, descriptive text on carousel buttons to guide users through the content.
Footer Redesign
Desktop/Mobile
Desktop/Mobile
Improved usability by fixing the feedback button, inverting the arrow to remove confusion.
Used accordions on mobile to simplify long content and improve scanability.
Used accordions on mobile to simplify long content and improve scanability.
Keto360 Offer
A prominent call-to-action with clear language and an A/B tested value proposition.
STEP 5 _ Collaboration & Handoff
STEP 5 _ Collaboration & Handoff
Began development of a new design system including components like the footer.
Worked with developers to ensure responsive design and fast load times.
Reviewed the staging link before launch for visual and functional QA to make sure the UX of the mobile version matched the intention of the mockup.
Footer Redesign
Carousel Usage
Designed the mobile carousel to show a partial next item, signaling additional content off-screen and encouraging swipe interaction. Made sure developers implemented the design with the intended functionality.
Limited the use of color in links (previously overused), reserving it for icons to reduce distraction.
Rearranged supporting content to make readability easier.
Carousel Usage
Designed the mobile carousel to show a partial next item, signaling additional content off-screen and encouraging swipe interaction.
PROCESS
PROCESS
Selected Works
RESULTS
Positive user feedback on clarity and visual appeal.
Landing page generated over $1M in sales during the campaign.
Increased sign-up and conversion rates compared to previous promotions.
Positive user feedback on clarity and visual appeal.
Landing page generated over $1M in sales during the campaign.
Increased sign-up and conversion rates compared to previous promotions.
RESULTS
RESULTS
Selected Works
REFLECTION
This project reinforced the importance of designing within constraints. Working with a federal platform required balancing user needs, stakeholder priorities, and iterative implementation. I learned the value of delivering meaningful improvements through small, validated steps while laying the groundwork for broader transformation. The experience strengthened my skills in accessibility-first design, design systems, and cross-functional collaboration while keeping millions of users’ trust at the center.
This project reinforced the power of story-driven, conversion-focused design in eCommerce. By blending brand authenticity with proven UX patterns, we were able to connect with customers on both an emotional and practical level, driving impressive revenue results.
This project reinforced the power of story-driven, conversion-focused design in eCommerce. By blending brand authenticity with proven UX patterns, we were able to connect with customers on both an emotional and practical level, driving impressive revenue results.
REFLECTION
REFLECTION
GOALS
Design the full landing page layout from concept to final implementation.
Create a visual hierarchy to guide users from interest to purchase.
Collaborate with marketing, copywriters, and developers for alignment.
Optimize for conversion using UX best practices and A/B test insights.
GOALS
Design the full landing page layout from concept to final implementation.
Create a visual hierarchy to guide users from interest to purchase.
Collaborate with marketing, copywriters, and developers for alignment.
Optimize for conversion using UX best practices and A/B test insights.