Before & after from three client projectsWhat changed and why

BeforeAfter

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The desire paths we found

1. 1Clear menu names Recommended labels from the card sort, like Maintenance (9 of 15), and renamed Smart Filing to Smart Records. One Smart system Renamed Smart Filing to Smart Records. Most testers couldn’t find the Inbox or tell what the forwarding address did, so all three became one Smart system.
2. 2START HERE on the core action After this change, most testers said they’d upload their inspection first, and one pointed to the green START HERE box.
3. 3Inspection upload as the clear primary action After 0 of 10 phone testers chose it during onboarding, we made inspection upload the clear primary action on the first screen.

Supported the iOS launch and the first B2B dealsEmbedded UX, research, & product strategy through app launch and a pivot to B2BEmbedded UX, research, & content design

UI designs by the HouseFacts team

AI-powered property management platform

Work

UX & product lead across the app, research, and messaging

Results

• Ran eight rounds of usability testing on the web platform, on desktop and mobile
• Wrote the new tagline, chosen in a 50-person study of five options
• Owned the in-app, messaging, and notification copy

Work

Embedded UX research & product partner, with UI designs by the HouseFacts team

Results

• Conducted eight rounds of usability testing on their web platform, on desktop and mobile, plus a 50-person messaging study
• Hired their lead product designer and consulted on the design of signup, onboarding, the product tour, and the main dashboard
• Supported their iOS app launch with App Store, in-app, and onboarding copy. Also reviewed and rewrote every notification across web, push, and email

"Karl's research helps us figure out what to prioritize and who to prioritize. At an early-stage startup there are endless priorities and limited resources, and his research is the foundation for deciding what we do next."

BeforeProposed

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The desire paths we found

1. 1Shop menu Recommended a navigation menu with the label “Shop.” Built into the Figma redesign.
2. 2Categories on the first screen Recommended showing categories before any scrolling, a pattern from Amazon. Built into the Figma redesign.The traffic data showed most visits came from phones, with Instagram ads as the main way in, so recommended categories before any scrolling, a pattern from Amazon. Built into the Figma redesign.
3. 3Shop by intent or occasion Recommended browsing by need, like a gift under $25. Built into the Figma redesign.

A home page that shows products on the first screenEvaluated the whole store and redesigned every core pageOnline store evaluation & redesignOnline store analytics, evaluation, & redesign

My UI designs in Figma

E-commerce marketplace for Chicago stores

Work

Reviewed the store and its traffic data, ranked the fixes, and reviewed each build

Results

• Redesigned the home page to show categories and products above the fold
• Added a simple mobile menu for shoppers coming from social media
• Created a search-by-intent scheme for categories like “birthday” or “gifts under $25”

Work

Designer: analytics, evaluation, competitive analysis, and my redesign in Figma

Results

• Analyzed the store’s traffic, advertising, and checkout data, and evaluated the entire UX
• Redesigned the home page, mobile menu, and category structure in Figma
• The store is shipping the redesign in stages

"Karl reviewed the whole site as a first-time shopper would and gave me a prioritized list I could build myself in Shopify. I made quite a few updates based on his recommendations ahead of the holidays."

BeforeAfter

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The desire paths we found

1. 1“How does this work?” Recommended a How does this work link showing the 3 steps from the marketing site.
2. 2A button for every messaging app Recommended buttons for data sources, each with an icon, so parents find theirs fast.
3. 3Quick Start Guide Recommended step-by-step instructions for parents needing help on the landing page.

Launched on desktop and iOS, with paying subscribersEvaluated the app, site, and brand before and after launchProduct evaluation & brand direction

UI designs by the CustodyComms team

CustodyComms

Family law communications platform

Work

Reviewed the site, app, and brand before launch, and tested the flows that matter most to parents

Results

• Steered the home page to put parents first, with a page for attorneys
• Pushed to show the product before download, in screenshots and a short film
• Tightened the brand around four colors and the founder's story

Work

Evaluator & brand advisor before and after launch, with designs by CustodyComms

Results

• Advised on their marketing website, landing page, and brand direction, including showing the product before download
• Consulted before their desktop and iOS launch, the release that brought in their first paying subscribers
• Recommended the export user guide and a four-color brand, both adopted

"CustodyComms is a better application because of Karl, and we thank him for that."