My Work

At VELOFRED.com, I manage the entire branding, UX/UI design, and e-commerce strategy for a high-traffic online store. I led a comprehensive digital transformation, migrating an outdated platform to a modern, scalable system—improving performance, security, and user engagement.

Key Contributions

• End-to-End Web Development: Designed and implemented an optimized, responsive e-commerce site.
• Platform Migration & Modernization: Transitioned the platform to a scalable cloud-based solution.
• SEO & Digital Strategy: Developed SEO and content plans to increase organic visibility and conversions.
• Multi-Channel Sales Integration: Managed Amazon, eBay, and Google Merchant integrations.
• User-Centered Design: Wireframing and iterative UX improvements to reduce friction in key flows.
• Operational Efficiency: Oversaw logistics and order fulfillment processes.

At 700x23.com, I designed and developed a custom cloud-based e-commerce platform, improving both usability and scalability. My work focuses on UX/UI enhancements, front-end customization, and SEO optimization to boost customer engagement and sales.

Key Contributions

• UX/UI Optimization: Designed intuitive navigation and product browsing experiences.
• Front-End Development: Customized the interface using HTML, CSS, JavaScript, and PHP.
• SEO & Performance Optimization: Implemented SEO best practices to improve rankings and traffic.
• E-Commerce Enhancements: Improved checkout flow to reduce cart abandonment.
• Cloud Scalability: Built cloud infrastructure for faster load times and reliable uptime.

Daily Uplift is a minimalist habit-tracking app designed to help users build one positive habit at a time through simple daily prompts. Completed as part of the UX/UI Design course at the University of Minnesota.

Project file: Daily Uplift — Positive Habit Tracker (PDF)

Challenge

Many productivity apps feel overwhelming due to complex features and cluttered interfaces. The goal was to design a simple, intuitive experience that supports consistent habit-building without adding mental load.

What I did

• Conducted competitor analysis, interviews, and surveys to identify user needs and motivations.
• Created personas and flows to prioritize low-effort, high-clarity interactions.
• Built prototypes and iterated through feedback and usability testing.

Challenge

The existing site was difficult to navigate, visually outdated, and lacked mobile optimization and accessibility compliance. Pain points included poor content hierarchy, inconsistent design, missing alt text, and limited interactive features.

Solution

• Restructured navigation and page hierarchy to simplify access to key resources.
• Developed wireframes and reusable patterns to standardize the UI.
• Created prototypes for mobile and desktop and validated decisions via A/B testing.