CASE STUDY: UNCOMMON GOODS
We’re All Uncommon
Rebuilding the digital experience to drive conversion and exploration
CONTEXT:
Uncommon Goods is an eCommerce platform built around makers, sustainability, and thoughtful design. As the company scaled, the digital experience needed to evolve—improving usability, modernizing the design, and driving stronger conversion across desktop and mobile.
ROLE:
Senior Art Director, leading a team of 15 and partnering with executive leadership across product, technology, and marketing.
APPROACH
I focused on improving how customers discover, explore, and act—while building systems to support that at scale.
Reimagine the customer journey
Identified friction points across browsing, navigation, and purchasing, and redesigned key flows to be more intuitive and engaging.Design for both inspiration and conversion
Balanced editorial storytelling and photography with clear paths to purchase—especially in experimental formats like the A/B test catalog.Optimize across devices
Led the shift to a fully responsive experience, improving usability and engagement on mobile.Build systems behind the scenes
Developed internal tools and workflows to make content, merchandising, and campaign execution more efficient.
streamlining navigation.
updated product imagery to fresher environmentals that focused on community and gatherings.
EXECUTION
Redesigned navigation, homepage, and product pages; improved personalization flows; contributed to a responsive site overhaul; created a dynamic homepage CMS and email templates; supported cross-functional Agile workflows.
RESULTS
+30% increase in homepage click-through entry points (50%+ on mobile)
+4.4% lift in conversion rate
-6% reduction in bounce rate
+25% improvement in personalization task completion
+12% increase in customer satisfaction (user testing)
+18% lift in conversion from new CMS and email templates
+12% increase in exploration and downstream purchasing from editorial catalog experiments
