VSP.com
Used real click and heatmap data — not guesswork — to redesign the checkout flow.
VSP.com wanted a refresh, but the team was right to insist on evidence first: a redesign based on assumptions about a vision-benefits checkout flow is an easy way to break something that already works for most users.
Discover
Working with the VSP team, I set up Hotjar to capture heatmaps and click maps on the live site, watching where users actually clicked, scrolled, and abandoned.
Define
The data pointed squarely at checkout as the priority — specific steps were generating disproportionate drop-off compared to the rest of the funnel.
Design
I built new wireframes for the checkout user flow in Sketch, directly informed by the click patterns rather than a generic best-practices checklist.
The redesign was grounded in how users actually behaved on the existing site, not assumptions about how they should.
Open to senior product design roles
Remote, US hours — full-time or contract. Happy to walk through the decisions behind any case study here.