UX Case Studies
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Choose the Project
Truepill Virtual Pharmacy
Years
2021-2022
My Roles
UX Design, Systems Design, Visual Design, Animation, Web Design
Collaborated closely with Halo Collar's VP of Design to spearhead the art direction and full redesign of their website, delivering vibrant, high-impact comps that amplified the brand's mission in GPS-powered dog safety and virtual fencing. Provided an array of innovative options for every site section—from dynamic product showcases highlighting the Halo Collar 5's precision tracking and activity monitoring to engaging storytelling elements that underscore co-founder César Millán's vision for off-leash freedom.
Revamped the e-commerce and checkout experience with intuitive UX flows, prioritizing seamless navigation and conversion optimization to drive traffic and boost purchases of their industry-leading smart collars. These tailored designs balanced bold visuals with user-centric functionality, ensuring pet owners effortlessly access features like escape-proof fences and real-time health insights while fostering deeper brand loyalty.
Client Portal: Flow
MVP (Phase I)
Collaborated closely with Halo Collar's VP of Design to spearhead the art direction and full redesign of their website, delivering vibrant, high-impact comps that amplified the brand's mission in GPS-powered dog safety and virtual fencing. Provided an array of innovative options for every site section—from dynamic product showcases highlighting the Halo Collar 5's precision tracking and activity monitoring to engaging storytelling elements that underscore co-founder César Millán's vision for off-leash freedom.
Design System
Icons, Colors, Layout, Type, Photography, Character Count
Collaborated closely with Halo Collar's VP of Design to spearhead the art direction and full redesign of their website, delivering vibrant, high-impact comps that amplified the brand's mission in GPS-powered dog safety and virtual fencing. Provided an array of innovative options for every site section—from dynamic product showcases highlighting the Halo Collar 5's precision tracking and activity monitoring to engaging storytelling elements that underscore co-founder César Millán's vision for off-leash freedom.
A/B Testing
Copy, Layout
Collaborated closely with Halo Collar's VP of Design to spearhead the art direction and full redesign of their website, delivering vibrant, high-impact comps that amplified the brand's mission in GPS-powered dog safety and virtual fencing. Provided an array of innovative options for every site section—from dynamic product showcases highlighting the Halo Collar 5's precision tracking and activity monitoring to engaging storytelling elements that underscore co-founder César Millán's vision for off-leash freedom.
Client Portal: Dashboard
Phase II
Collaborated closely with Halo Collar's VP of Design to spearhead the art direction and full redesign of their website, delivering vibrant, high-impact comps that amplified the brand's mission in GPS-powered dog safety and virtual fencing. Provided an array of innovative options for every site section—from dynamic product showcases highlighting the Halo Collar 5's precision tracking and activity monitoring to engaging storytelling elements that underscore co-founder César Millán's vision for off-leash freedom.
Spruce Labs
Year
2020
My Roles
UX Design, Personas, Systems Design, Visual Design, Animation, App Design
Collaborated closely with Halo Collar's VP of Design to spearhead the art direction and full redesign of their website, delivering vibrant, high-impact comps that amplified the brand's mission in GPS-powered dog safety and virtual fencing. Provided an array of innovative options for every site section—from dynamic product showcases highlighting the Halo Collar 5's precision tracking and activity monitoring to engaging storytelling elements that underscore co-founder César Millán's vision for off-leash freedom.
Revamped the e-commerce and checkout experience with intuitive UX flows, prioritizing seamless navigation and conversion optimization to drive traffic and boost purchases of their industry-leading smart collars. These tailored designs balanced bold visuals with user-centric functionality, ensuring pet owners effortlessly access features like escape-proof fences and real-time health insights while fostering deeper brand loyalty.
Creating Personas from Interviews
Insight
Beauty and wellness is increasingly digital-first:
Online beauty sales nearly doubled their share from mid-2010s to mid-2020s, and are projected to reach around one-third of total beauty sales by 2030.
Insight
Owner pain points:
Salon and spa owners struggle with staffing, finances, and predictable growth; managing bookings, avoiding double-bookings, and keeping clients.
Insight
Many owners are wary of online booking:
They fear mis-booked services (wrong duration, wrong type), schedule gaps, and confusion for clients—yet modern systems directly aim to fix exactly those issues.
Goals
Keep chairs consistently booked without working more hours
Reduce time spent texting/DMing to confirm, reschedule, and remind clients
Look “put together” online: professional presence, consistent branding, easy-to-use booking
Pain Points
Double bookings, no-shows, last-minute cancellations, and scheduling mistakes cause stress and harm reputation.
Feels pressure to “do marketing” but is unsure what to post or how to promote services effectively.
Intimidated by complicated software; worried that online booking will make things more chaotic
Behaviors
Checks Instagram constantly; most new clients come via word‑of‑mouth and social media, not search.
Values relationships and personalized experiences
Has minimal time to set up tools; anything beyond a simple guided flow feels impossible.
Goals
Keep the chair full, especially on slower weekdays
Make booking easy while still allowing walk‑ins
Present a straightforward service list
Pain Points
Clients book the wrong service length (e.g., buzz cut vs full cut), which messes up the timing of the day.
Doesn’t want to manage a complex website; prefers mobile-first, simple interfaces.
Behaviors
Relies on Instagram/TikTok to show cuts
Takes bookings through DMs and text
Often does not have a front desk; barbers manage their own schedules between clients.
Goals
Smooth, relaxing client experience from booking to checkout
Reduce no-shows and late cancellations
Offer personalized services and memberships
Pain Points
Clients are often unsure which treatment they need; online booking without guidance leads to the wrong services being booked, causing schedule issues.
Complex scheduling: rooms, equipment, and practitioners all need coordination.
Behaviors
Higher-income or wellness-focused clientele expects polished digital experiences and personalization.
Uses email and SMS to stay in touch, but finds it hard to tailor offers.
Business Setup Flow
UX, UI Layout, Design System
Collaborated closely with Halo Collar's VP of Design to spearhead the art direction and full redesign of their website, delivering vibrant, high-impact comps that amplified the brand's mission in GPS-powered dog safety and virtual fencing. Provided an array of innovative options for every site section—from dynamic product showcases highlighting the Halo Collar 5's precision tracking and activity monitoring to engaging storytelling elements that underscore co-founder César Millán's vision for off-leash freedom.
Team & Booking Flows
UX, UI Layout
Collaborated closely with Halo Collar's VP of Design to spearhead the art direction and full redesign of their website, delivering vibrant, high-impact comps that amplified the brand's mission in GPS-powered dog safety and virtual fencing.
Screenshop
Year
2018
My Roles
UX/UI Design, App Design, Design System
Collaborated closely with Halo Collar's VP of Design to spearhead the art direction and full redesign of their website, delivering vibrant, high-impact comps that amplified the brand's mission in GPS-powered dog safety and virtual fencing. Provided an array of innovative options for every site section—from dynamic product showcases highlighting the Halo Collar 5's precision tracking and activity monitoring to engaging storytelling elements that underscore co-founder César Millán's vision for off-leash freedom.
Revamped the e-commerce and checkout experience with intuitive UX flows, prioritizing seamless navigation and conversion optimization to drive traffic and boost purchases of their industry-leading smart collars. These tailored designs balanced bold visuals with user-centric functionality, ensuring pet owners effortlessly access features like escape-proof fences and real-time health insights while fostering deeper brand loyalty.
Creating Personas from Interviews
