As head of web design, UI/UX, and optimization, I led a full digital transformation of the platform. Rebuilding the experience from the ground up to convert casual visitors into loyal, recurring customers.

REALIZATIONS

The redesign introduced a virtual chatbot for real-time customer support, an engaging rewards system to drive repeat visits, and an intuitive customer portal that simplified account management end-to-end. A new review and rating system gave customers a voice in the buying process, while direct integration with the brand's social networks extended the conversation beyond the site itself.

Product pages were rebuilt to be complete, detailed, and genuinely informative. supported by immersive, visually stunning imagery throughout the site. Two new destinations were added to deepen that experience: a blog for storytelling and brand connection, and a dedicated science and research page grounding the brand's claims in real expertise. The platform also gained a new revenue stream: a recurring coffee subscription system, turning one-time buyers into a stable source of passive income.

RESULTS

The impact was immediate and measurable. Web traffic doubled, and content engagement tripled. Conversion rates doubled in turn, with add-to-cart actions up 400%. Subscription sign-ups reached 160% of the monthly target for the first semester, establishing a new, stable stream of monthly recurring revenue.