Designing for the Zero-Click Future
A case study on enhancing a platform that provides AI visibility insights for marketers. Serving as the AI-era successor to traditional website grader the solution enables analysis of brand representation across LLM engines like ChatGPT, Perplexity, and Gemini.
2025
Case Study
UX, Information Architecture, AI
Reframing Search as Gen AI Discovery & Demand Engine
Transforming HubSpot.com Search experience from a passive utility into a GenAI Discovery & Demand Engine. The redesign replaces "page-finding" with solution discovery, using AI summaries and a dedicated results page to accelerate self-serve conversion.
2025
Case Study
UX, Interaction Design, AI
Scaling high-intent lead generation through AI
A Growth Design case study about pivoting of a legacy high-traffic micro tool with manual data entry to a Al-powered solution to increase user confidence and completion rates.
2024
Case Study
UX, Interaction Design, AI
Reimagining the B2B Buyer's Journey with Predictive Al
Strategic pilot designed to shift HubSpot.com website user journey from a traditional navigation to a predictive, AI-powered, content recommendation experience.
2023
Case Study
UX, AI, Interaction Design, UI
HubSpot ROI Calculator: Turning Data into Decisions
A design case study about the UX strategy and transformation of a high-friction web app into a "Zero-Input" ROI value demonstrator and instantaneous persuasion engine.
2022
Case Study
UX, Info Architecture, Interaction Design
Hubspot Academy: Redesign for Scale & Conversion
Product-Led UX redesign transforming an education platform from Lead Gen to User Acquisition, future-proofing against privacy regulations, unifying user experience, and drive higher conversion rates.
2019
Case Study
UX, Information Architecture, UI, Web Design . . . . . . . .
Mobile Alert System Design
Award-winning IoT ecosystem designed to address illegal logging through real-time transparency. The case study highlights the design strategy of optimizing systemic accountability through impact-driven insights.
2017
ARCHIVED PROJECT
UI/UX, Branding, Interaction Design
Travel Assistant Mobile App
A comprehensive UX/UI design focused on simplifying trip risk management through an all-in-one personalized itinerary assistant that enhances the customer journey from planning to destination.
2015
ARCHIVED PROJECT
Information Architecture, Interaction Design, UI/UX
360° Brand & Product Evolution
Full digital transformation for a top travel insurance aggregator. From identity design overhaul to responsive e-commerce UX, Search, Ratings & Reviews, proprietary CMS, and improved analytics.
2014
ARCHIVED PROJECT
Branding, Interaction Design, UI/UX
Evolution Timeline of an E-Commerce Homepage
A multi-year UX case study documenting the iterative design process, highlighting how data-driven refinements and user feedback evolved the product into a more intuitive, conversion-focused experience
2013
ARCHIVED PROJECT
Information Architecture, UI/UX, Web Design
Insurance Documentation Management App - UX & IA
Custom document management platform simplifying complex file structures and workflows. The project featured a minimalist UI to help users effortlessly organize, search, and collaborate on internal assets.
2011
ARCHIVED PROJECT
Information Architecture, Interaction Design, UI/UX
Pet Insurance: End-to-End Brand & Digital Design
A holistic brand and digital transformation for a startup insurance provider. By aligning visual identity with intuitive UX/UI, this project streamlines the path from policy discovery to claims for pet owners.
2010
ARCHIVED PROJECT
Branding, Interaction Design, UI/UX