Portfolio - kristi.design

PRODUCT DESIGN

Redesigning the checkout flow

The checkout process at Pantheon was fraught with issues, from hidden pricing to unnecessary steps.

How can we improve the checkout experience to increase conversion rates and decrease cart abandonment?

Web and UX Design

Optimizing the path to purchase

The Seattle startup’s website was not performing. Conversion rates were low, and prospects could not find the information they needed.

How can we improve the website experience in order to increase conversion rates?

I led a redesign project that focused on the buyer journey and resulted in a 400% increase in conversions.

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Web and UX Design

Transforming the buyer journey: A growth story

The SPS website had high traffic but low conversions. Why aren’t website visitors becoming customers?

I methodologically researched the user’s experience to come up with a new strategy. Iteration and experimentation efforts led to a 300% increase in revenue.

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Product Design

Improving the experience for new users: A journey to better product adoption

As Pantheon transitioned from a sales-led company to product led, we asked: How can we increase time to value (and therefore adoption) for new users?

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Collage showing several screens in the Pantheon dashboard

Additional projects

Here’s a snapshot of more projects I’ve worked on.

Company: Boynton Health and University of Minnesota

Impact: Created a reusable web application and process for pandemic preparedness. I received a Star Player Award from the organization for this work.

Company: SPS Commerce

Impact: By providing fully featured kits for retail partners, our program managers (non-developers) were able to set up sites and launch programs on their own. This template is used for 700+ sites today, and these programs are a major revenue source for the business.

Company: SPS Commerce

Context: SPS customers experience frequent changes to their business models and partners. As a result, they regularly need to adjust their service level with SPS, often cancelling a connection or integration that is no longer needed.

Impact: By providing a friendly, self-service process, we provided a better experience for customers while also saving the company money by reducing support resources.

Company: Pantheon

Impact: Created 30+ pages of writing guidelines, spanning product tone of voice and in-house rules for style, grammar, and vocabulary. Resulted in a more consistent experience in the product, reduced spelling and formatting errors, and enabled product teams to move faster.

Company: University of Minnesota

Impact: University guests can get online on their own, without requiring human resources or administrative work.

Company: Pantheon

Research, user testing, and designs for the pricing page on Pantheon’s marketing website.

These changes are on the roadmap but not yet implemented.

Company: University of Minnesota

Impact: Reduced administrative resources by enabling students to self serve by searching, finding, and applying for housing. With additional admin flows for landlords to list and manage properties.

Company: Qumulo

Impact: Prospects can see the value of the product and understand specific features faster, without needing to set up a full trial (which requires a lot of steps).

For growth strategy, it’s key that web teams can easily update web content and launch experiments.

For 3 separate organizations (University of Minnesota, Qumulo, SPS Commerce), I completed redesigned their website as well as migrated the site to a content management system.

These projects provided a better, more accessible experience for site visitors as well as enabled the digital teams to optimize the sites.

At the University of Minesota, I was the first to complete a CMS migration with this, therefore my instructions and documentation was used by other departments throughout the University.