A health-science company needed to turn complex biomarker data into a site that converts. I redesigned it end to end and built the design system that keeps it shipping.
InsideTracker turns blood, DNA, and fitness data into personalized health guidance, but the science is dense and the old site made visitors do the work of understanding it. Conversion suffered.
Behind the scenes it was worse: every new page was built from scratch, so the brand drifted and production dragged. They needed both a better site and a better way to make sites.
I led the redesign end to end, rebuilding the conversion paths around one principle: show people what their data can tell them before asking them to trust the science. Plain language first, evidence a click deeper, and a hierarchy that works for skimmers and skeptics alike.
A redesign only pays off if it can scale, so I built a shared design system alongside it: a component library and guidelines that marketing and product both work from. New pages went from custom builds to assembly, and the brand stopped drifting.
That is the difference between a website and a design partner. I don’t just hand over pretty pages, I leave you able to keep shipping without me.
With the system in place, campaigns moved fast. I led creative direction on Start Inside from concept to launch, including a product video, national TV spots, landing pages, and social, and shot supplemental photography on set. It drove a 35% sales increase for the product it promoted.
If your product is hard to explain or your brand looks different on every page, this is the work I do. I make complex things clear and build the system that keeps them that way.
Whatever you're building, I'd like to hear about it. Tell me the problem and I'll tell you honestly if I can help.
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