About the Project

This project is a web-based antivirus platform combining complex user workflows, client-facing portals, and marketplace-style experiences, alongside responsive landing pages for web and mobile. A key focus area of my role was designing and leading the checkout experience, which involved managing complex, multi-step purchase flows. I conducted research to identify viable approaches and developed multiple concept directions where appropriate, balancing user needs, business goals, and technical constraints.

Role

Second UI/UX Designer

TEAM

CRO Team Product Managers Lead Designer

Duration

Part-time contract

Business value

Creating high-fidelity designs with the goal of increasing conversion rates

User’s perspective

Implement feedback from test experiments

Strategy

Creating and establishing a Figma design system

I was responsible for clearly articulating the rationale behind each design direction and guiding stakeholders through trade-offs. I iterated through structured feedback sessions, including one-on-one discussions with clients and internal stakeholders, to continuously refine alignment and direction: • Led design for high-conversion landing pages, optimizing structure, hierarchy, and messaging to improve user engagement and conversion. • Translated complex cybersecurity offerings into clear, user-friendly flows and interfaces. • Collaborated closely with product and engineering to deliver production-ready designs under tight timelines. • Maintained and evolved design system consistency while supporting experimentation and iteration.

About the Project

This project is a web-based antivirus platform combining complex user workflows, client-facing portals, and marketplace-style experiences, alongside responsive landing pages for web and mobile. A key focus area of my role was designing and leading the checkout experience, which involved managing complex, multi-step purchase flows. I conducted research to identify viable approaches and developed multiple concept directions where appropriate, balancing user needs, business goals, and technical constraints.

Role

Second UI/UX Designer

TEAM

CRO Team Product Managers Lead Designer

Duration

Part-time contract

I was responsible for clearly articulating the rationale behind each design direction and guiding stakeholders through trade-offs. I iterated through structured feedback sessions, including one-on-one discussions with clients and internal stakeholders, to continuously refine alignment and direction: • Led design for high-conversion landing pages, optimizing structure, hierarchy, and messaging to improve user engagement and conversion. • Translated complex cybersecurity offerings into clear, user-friendly flows and interfaces. • Collaborated closely with product and engineering to deliver production-ready designs under tight timelines. • Maintained and evolved design system consistency while supporting experimentation and iteration.

About the Project

This project is a web-based antivirus platform combining complex user workflows, client-facing portals, and marketplace-style experiences, alongside responsive landing pages for web and mobile. A key focus area of my role was designing and leading the checkout experience, which involved managing complex, multi-step purchase flows. I conducted research to identify viable approaches and developed multiple concept directions where appropriate, balancing user needs, business goals, and technical constraints.

Role

Second UI/UX Designer

TEAM

CRO Team Product Managers Lead Designer

Duration

Part-time contract

Key points /LP designs

The challenge was to design a mobile-first pricing experience with complex product tiers and purchase flows. The goal was to simplify decision-making in a high-choice environment by restructuring pricing into a clear vertical hierarchy, prioritizing readability and progressive disclosure. Core information is surfaced upfront, while deeper comparisons are available via a “Compare plans” entry in the sticky navigation. Key UX decisions included reducing cognitive load through a single-column layout, aligning all pricing cards to a consistent design system, and optimizing scanability with a clear visual hierarchy. Primary CTAs are positioned at the bottom of each card to support natural reading flow without disrupting content structure. For deeper product pages (e.g., Ultimate Security), the layout adapts with extended cards and adjusted CTA placement to maintain clarity within longer content structures.

Key points /LP designs

The challenge was to design a mobile-first pricing experience with complex product tiers and purchase flows. The goal was to simplify decision-making in a high-choice environment by restructuring pricing into a clear vertical hierarchy, prioritizing readability and progressive disclosure. Core information is surfaced upfront, while deeper comparisons are available via a “Compare plans” entry in the sticky navigation. Key UX decisions included reducing cognitive load through a single-column layout, aligning all pricing cards to a consistent design system, and optimizing scanability with a clear visual hierarchy. Primary CTAs are positioned at the bottom of each card to support natural reading flow without disrupting content structure. For deeper product pages (e.g., Ultimate Security), the layout adapts with extended cards and adjusted CTA placement to maintain clarity within longer content structures.

Key points / Checkout

In designing checkout experiences, my primary focus is optimizing for completion, removing friction, building trust, and ensuring reliability at every step. Rather than encouraging exploration, I guide users through a clear, linear flow, eliminating distractions such as unnecessary navigation, links, or promotional elements. Every component serves a single purpose: helping users complete their purchase as quickly and confidently as possible. I approach checkout design with an engineering mindset, prioritizing error prevention over error handling. This includes implementing inline validation, smart defaults (such as matching billing and shipping information), and input masking for sensitive fields like card details. By anticipating edge cases early, I reduce user frustration and create a smoother, more resilient experience.

Key points / Checkout

In designing checkout experiences, my primary focus is optimizing for completion, removing friction, building trust, and ensuring reliability at every step. Rather than encouraging exploration, I guide users through a clear, linear flow, eliminating distractions such as unnecessary navigation, links, or promotional elements. Every component serves a single purpose: helping users complete their purchase as quickly and confidently as possible. I approach checkout design with an engineering mindset, prioritizing error prevention over error handling. This includes implementing inline validation, smart defaults (such as matching billing and shipping information), and input masking for sensitive fields like card details. By anticipating edge cases early, I reduce user frustration and create a smoother, more resilient experience.

Checkout flows for users that already want to convert

Transparency is critical to maintaining trust. I ensure that all costs, shipping, taxes, and discounts, are clearly communicated upfront, avoiding surprises that commonly lead to abandonment. At the same time, I reduce psychological friction at the final steps by reinforcing value through a persistent order summary and addressing user concerns with clear return policies and accessible support. Throughout the process, I continuously evaluate key moments of potential drop-off. I ask: Where might users hesitate? What doubts could arise at this step? What is the fastest path to completion? And how does the experience respond if something goes wrong? This mindset allows me to design checkout flows that are not only intuitive, but also resilient and conversion-focused.

Checkout flows for users that already want to convert

Transparency is critical to maintaining trust. I ensure that all costs, shipping, taxes, and discounts, are clearly communicated upfront, avoiding surprises that commonly lead to abandonment. At the same time, I reduce psychological friction at the final steps by reinforcing value through a persistent order summary and addressing user concerns with clear return policies and accessible support. Throughout the process, I continuously evaluate key moments of potential drop-off. I ask: Where might users hesitate? What doubts could arise at this step? What is the fastest path to completion? And how does the experience respond if something goes wrong? This mindset allows me to design checkout flows that are not only intuitive, but also resilient and conversion-focused.

System Thinking Over One-Off Designs

Instead of designing a single LP, I designed a testable system: 1. Modular sections (hero, social proof, features, CTA blocks) 2. Each block should be independently testable 3. Created variations at the component level. This makes experimentation scalable and dev-friendly. I use variables and styles to keep designs consistent and scalable. Color variables ensure that any updates cascade automatically across all components, while text styles standardize the type scale so typography stays cohesive across every screen.

System Thinking Over One-Off Designs

Instead of designing a single LP, I designed a testable system: 1. Modular sections (hero, social proof, features, CTA blocks) 2. Each block should be independently testable 3. Created variations at the component level. This makes experimentation scalable and dev-friendly. I use variables and styles to keep designs consistent and scalable. Color variables ensure that any updates cascade automatically across all components, while text styles standardize the type scale so typography stays cohesive across every screen.