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Clarity heat maps revealed that critical product page dropdowns, including the free ring resizing policy, were largely ignored by visitors. The click map showed minimal activity around these dropdowns, indicating a lack of engagement with the information.

Similar to the resizing policy, the free shipping and ring insurance policies were also buried in dropdowns on product pages, as evidenced by clarity heatmaps and empty click maps. Given the price points of these jewelry products, these unnoticed policies were going to be critical for reassuring customers. Despite their importance, they were not being noticed by product page visitors

Since the information wasn’t getting seen, its sales-enhancing effect was also not influencing the purchase decisions of product page visitors.

Our hypothesis was that if this information was more visible, it would increase the sales performance of ready to ship products (a suit of products that did not require gem stone or ring sizing customizations)

Here is what the resizing, shipping and insurance policy stated across all product pages

Reasoning: For wedding and engagement rings, the worst thing that can happen is for the item to not fit the finger of the recipient. Most times the person making the purchase is not the one who is going to use the ring.

This means that apart from price, size uncertainty is a significant consideration that could be contributing to the time to purchase.

Task

In the resulting experiment, we aimed to embed this info above the fold so that it could get seen at the time when products are being considered
To address this, we aimed to make the risk-reversal messaging and policy more visible by embedding the information above the fold on product pages.

This adjustment sought to mitigate insurance, shipping and size-related uncertainty for wedding and engagement rings, a common barrier to purchase due to fear of misfitting.

Actions

The free resizing, shipping and ring insurance policies were prominently displayed above the fold across all product pages. The message was crafted to directly address customer concerns, emphasizing that resizing was free, shipping was free and that the costly rings were insured

The adjustment was implemented while ensuring that the design remained consistent with the overall product page layout.

Result

Over the past 12 months, these experiments have demonstrated a measurable impact in keeping revenue, purchases and product-to-cart-page progression on a steady incline

• Product purchases increased by 174.28%, as users engaged more with the visible resizing policy message.
• Product-to-Cart Page progression improved by 221.72%
• Revenue on ready-to-ship jewelry products improved by 240%, validating the hypothesis that making the resizing policy prominent would positively influence buyer decisions.

Situation

La Blanca, a premium swimwear brand with over 35 years in the market, faced declining organic performance despite strong brand equity. In spite of the business age, long-term customer base, and brand recognition, they were losing organic traffic and revenue. Here’s the breakdown of the problems we found:

Seasonal Traffic Drops

• The site was heavily reliant on seasonal search terms like “swimsuits.”
• Data showed an expected 80% drop in search demand by Q4 of every year 2025. The worst months begin in October, and the situation persists every year into the Christmas season

Over-Reliance on the Homepage

• 71% of non-branded clicks came from the homepage alone. This was indicative of widespread failure in traffic acquisition and diversification, such that if the homepage rankings dropped, the whole site would lose traffic overnight.

Technical Crawling & Indexing Issues

• 89 collection pages were marked as “indexable” but had zero products (wasting Google’s crawl budget). These transmitted negative quality signals at the level of algorithmic appraisal, thus impacting the site’s ability to aggregate topical authority via its collection pages
• 286 pages were marked as “noindex” but still in the sitemap, confusing search engines and reducing their visibility in shopping result surfaces and merchant listings
• Product grids are loaded via JavaScript, creating very large discrepancies between the raw and rendered HTML. This situation elevated the render budget demand required by search engines before they can access the site’s content. Hence, after the first wave of crawling and Indexing, even Google was unable to access all of the on-page copy, thus expanding the time lag between content updates and when such updates could impact keyword relevance and rankings.

Slow Site Speed & Poor Mobile Experience

• Mobile pages scored 4/100 on Google’s speed tests.
• Pages took 18.8 seconds to load content (vs 2.5 seconds recommended).
• Layouts shifted while loading (CLS score: 0.662), thus frustrating users.

Weak Content & UX Problems

• Product descriptions were short, duplicate, and AI-generated, hurting rankings.
• Size guides were hidden, and star ratings didn’t work.
• No “quick view” option, users had to click in and out of pages, increasing bounce rates.

Traffic & Revenue Risks

• 26% of all traffic came from two keywords (“bathing suits”, “women swimsuits”). This made the site susceptible to competitor PPC campaigns (especially those that targeted these two keywords on which their entire organic acquisition engine was dependent)

In short, the site was technically broken, too reliant on a few traffic sources, and missing easy wins to improve user experience and revenue. We had to fix these issues before the seasonal drop hit in Q3 2025.

Tasks and Goals

We were facing an 80% seasonal traffic decline and technical debt, so our mission was to turn La Blanca’s organic into a year-round growth engine. The challenge wasn’t just to defend against Q3 search volume drops but to fundamentally restructure the site to achieve three survival objectives:

First we needed to break the homepage’s monopoly on traffic (71% of non-branded clicks) by redistributing visibility across collection pages and blogs. This meant surgically optimizing commercial pages like “Tankini Tops” while developing evergreen spa and resort wear content to offset swimsuit seasonality.

Second the site’s technical debt needed emergency attention. With mobile pages scoring 4/100 on Core Web Vitals and JavaScript blocked product grids starving Google of crawlable content we prioritized fixing render-blocking resources, removing 286 phantom noindex pages and getting LCP under 2.5s.

Third, we had to convert fleeting traffic into reliable revenue before the seasonal crash. This meant rebuilding the UX foundation—implementing quick-view modals, moving hidden size guides above the fold, and injecting scarcity triggers (“3 left at this price”) to combat the site’s 2% collection page CTR.

Underpinning all of this was a schema markup blitz (Product, Organization, Article) to claim SERP real estate through rich snippets and knowledge panels. Every tactic served one purpose: to make the site’s traffic and revenue immune to the coming Q3 search demand collapse.

Actions & Strategic Interventions

To fix La Blanca’s problems, we implemented a full-funnel SEO strategy across technical, content, and conversion optimization.

Phase 1: Technical Foundation
We tackled the infrastructure gaps. The XML sitemap was audited and cleaned up, removing 286 noindex pages and resubmitting to Google Search Console. Broken links and redirect chains that wasted crawl budget and diluted link equity were fixed so bots and users could navigate seamlessly. Core Web Vitals were prioritized: image compression, JavaScript deferment, and browser caching got mobile performance scores from 4/100 to 65/100, LCP from 18.8s to 2.1s. Server-side rendering was implemented for product grids to remove JavaScript indexing barriers.

Phase 2: Content & Authority
With the technical issues fixed, we rewrote the content to diversify traffic sources. Over 50 collection pages (e.g. “Tankini Tops”) were rewritten with keyword-rich, benefit-driven copy. Thin AI-generated product descriptions were replaced with 300+ word narratives highlighting luxury differentiators (e.g., “tummy control technology”). As for blog pages, our strategy targeted long-tail queries like “flattering swimsuits for seniors” to capture demand beyond seasonal peaks.

Phase 3: Conversion & Trust
In this phase, the user experience was refined to match the premium brand. Size guides were added to product hover states (inspired by Sealevel Australia), and quick view was added to reduce bounce rates. Interactive fit graphs (modeled after Andie Swim) and urgency triggers (“Only 2 left!”) were added to increase engagement. Structured data was deployed sitewide, including Product, Carousel, Webpage, and FAQ schemas, which increased impressions for key pages by 369K. A PR driven backlink campaign secured 50+ links from fashion and lifestyle publishers.

This holistic approach meant technical fixes amplified content gains, and CRO maximised revenue from new traffic.

Results and Impact

Through targeted technical interventions and content optimization, La Blanca achieved 191% growth in position 1-3 keywords (698 to 2,033 YoY), reducing reliance on two volatile keywords that previously drove 26% of traffic. The diversification strategy succeeded dramatically: non-branded clicks to collection pages surged 1,709%, with pages like “Tankini Tops” climbing from position 18 to #1 for a 12K-search-volume keyword.

Technical fixes unlocked sustainable growth: 80% fewer crawl errors and 60% more indexable pages strengthened Google’s ability to discover and rank content. Mobile Core Web Vitals, once catastrophic at 4/100, improved to 65/100—cutting load times from 18.8 seconds to 2.1 seconds and stabilizing layout shifts (CLS: 0.05). These changes fortified the site against algorithm updates while improving user engagement.

Revenue metrics defied seasonal trends: organic revenue grew 15.8% YoY despite forecasted Q3 search volume drops. By implementing loyalty prompts and AOV-boosting tactics (e.g., free-ship thresholds), revenue per visitor rose 12%, proving that strategic SEO can decouple revenue from traffic volatility.

The campaign transformed La Blanca from a homepage-dependent, seasonally vulnerable site into a technically resilient brand with diversified traffic streams and predictable revenue growth.

Situation:
Diabetes Goods Retailer faced a significant challenge when they experienced a massive ranking drop following the Google Helpful Content Update. This decline was primarily due to numerous thin product pages that failed to provide substantial value. The site’s representation did not meet the stringent standards required for a Your Money or Your Life (YMYL) website in the health industry, leading to decreased visibility and traffic.

Task:
The task was to address the issues hindering the site’s performance, focusing on eliminating thin content, improving product representation, and optimizing the site for better rankings in the Google Shopping tab. Additionally, we needed to resolve keyword cannibalization caused by multiple URLs for product variants that were incorrectly self-referencing in their canonical directives.

Action:
To overcome these challenges, we implemented a targeted optimization strategy that included:

• Enhancing Merchant Listings: We focused on optimizing merchant listing experiences by refining key attributes within the shopping feed, such as the Google Product Category and Global Trade Item Numbers (GTINs).
• Conducting Title Modification Experiments: We executed experiments to modify product titles across supplementary feeds, ensuring they were compelling and aligned with search intent, which helped improve click-through rates.
• Eliminating Keyword Cannibalization: We restructured the URLs for product variants to consolidate authority and enhance overall page value, ensuring that each product was clearly defined and accessible.

Result:
These strategic optimizations led to remarkable outcomes, including a staggering 3,439% increase in revenue. The enhancements not only revitalized the site’s search rankings but also significantly improved their visibility in the Google Shopping tab, driving higher traffic and sales.

Boo ‘n’ Bae is a Generative AI dating platform designed to address the unmet needs in the online dating space by prioritizing meaningful connections over superficial interactions. By integrating AI-driven conversation enablers and a compatibility scoring engine, Boo ‘n’ Bae aims to foster deeper relationships that go beyond appearance-based pairings.

ROLE
Market Research | Persona Development | Value Proposition & Positioning | UX Design | Concept Validation

TOOLS
Surveys | Focus Groups | User Interviews | Competitive Analysis | Storyboarding

DELIVERABLES
Market Research Reports | Personas | Positioning Statements | User Stories | Competitive Analysis | Storyboards | User Testing Results

PROBLEM
Despite the abundance of dating apps, the quality of relationships formed through these platforms remains questionable. Rising divorce rates, delayed marriages, and increasing mental health issues such as loneliness and depression indicate that existing apps are not effectively facilitating meaningful connections. All of this indicates the failure of online dating to deliver better relationship outcomes than methods that involve less social interaction between prospective couples (e.g. the arranged marriage system).

The problem lies in the heavy emphasis on looks and appearance-based selection, which often leads to shallow interactions and wasted efforts.

SOLUTION
Introducing Boo ‘n’ Bae, an audio-first dating platform that redefines the online dating experience. With an AI-driven conversation enabler, a compatibility scoring engine, and a matchmaking system, Boo ‘n’ Bae focuses on connecting individuals based on deeper qualities of mind, character, and intellect.

RESEARCH & DEVELOPMENT

USER RESEARCH
The R&D phase aimed to validate the concept of a more meaningful and context-driven dating platform. Through a combination of surveys, interviews, and focus groups, we identified the key pain points of current dating app users and developed a solution that could better meet their needs.

From our research pool, we found that users are frustrated with the time wasted on superficial interactions that do not lead to meaningful dates. They expressed a desire for a platform that would allow them to connect on a deeper level, with better guidance on how to engage in meaningful conversations.

COMPETITIVE ANALYSIS

To determine Boo ‘n’ Bae’s positioning in the market, I conducted a competitive analysis of popular dating apps like Tinder, Bumble, and Hinge, evaluating their user flows, onboarding processes, and features. While many apps focused on visual appeal and quick matches, none provided a holistic solution that encouraged meaningful conversations from the outset. While these platforms excel in providing a large pool of potential matches, they fall short in fostering meaningful connections that lead to long-term relationships.

For Boo ‘n’ Bae to stand out, it needed to be intuitive and focused on depth, offering users a more engaging and substantive experience that went beyond looks to include personality and compatibility. Boo ‘n’ Bae’s unique value proposition lies in its focus on audio-based interactions and compatibility-driven matchmaking, setting it apart from competitors who primarily emphasize visual appeal.

POSITIONING STATEMENT

Geoff Moore (In Crossing the Chasm) offered this syntax for a positioning statement: For (target customer) who (statement of the need or opportunity), the (product name) is a (product category) that (statement of key benefit – that is, compelling reason to buy). Unlike (primary alternative), our product (statement of primary differentiation).

For singles who are seeking deeper, more meaningful connections, Boo ‘n’ Bae is an audio-first dating platform that leverages AI to facilitate meaningful conversations and compatibility-based matchmaking. Unlike traditional dating apps that prioritize appearance, Boo ‘n’ Bae fosters genuine connections by focusing on the qualities that truly matter in a relationship.

PERSONA DEVELOPMENT

We were able to derive a number of personas that possess attributes that are consistent with an ideal Boo ‘n’ Bae user

Based on insights from user research and social media analysis, we developed a primary persona that represents the most strained segment of dating app users—those who are frustrated with the lack of meaningful connections. This persona guided the development of screening questions for future user testing and validation.

USER STORY DEVELOPMENT & STORYBOARDING

We then transitioned to the storyboarding phase, where we created user stories to guide the design of Boo ‘n’ Bae. These stories focused on scenarios where users would benefit from the platform’s unique features, such as AI-driven conversation starters and compatibility-based matchmaking.

CONCEPT VALIDATION
The product hypothesis was validated through 53K waitlist submissions prior to launch, demonstrating significant market interest. Ongoing fundraising efforts are in place to bring Boo ‘n’ Bae to life and continue refining the platform based on user

VISUAL DESIGN

BRANDING With a deep understanding of our target users and their challenges, I embarked on the branding process for Boo ‘n’ Bae. The goal was to create a brand that would resonate with users looking for meaningful relationships in an era dominated by superficial dating apps.

I began by creating a mind map—who does Boo ‘n’ Bae serve? How can we empower users to form deeper connections while making the platform engaging and trustworthy?

Drawing on empathy for users’ frustrations with existing dating apps, I envisioned Boo ‘n’ Bae as an approachable and human-centric brand. It would be a safe space, free from the pressures of appearance-based judgments, and focused on genuine connections. The brand needed to feel warm, reliable, and supportive, encouraging users to feel hopeful and confident in their search for a meaningful relationship.

The style guide for Boo ‘n’ Bae reflects these principles, emphasizing a calm and inviting aesthetic that aligns with our mission to foster deep, meaningful connections.

PROTOTYPING, TESTING, + VALIDATION

For the initial prototype, I used Figma to create low-fidelity wireframes, which were then refined and transferred to InVision for the first round of user testing. The low-fidelity prototype can be viewed [here].

The primary goal of the first testing phase was to identify which elements of the user interface were intuitive and which were not. Based on user feedback, I decided to remove the “personalized icebreaker” feature for the MVP. While users appreciated the concept, they found it too complex and suggested that it might be better introduced after the MVP was established. Additionally, users felt that the onboarding process needed to be simplified.

The recurring theme throughout the usability tests was “keep it simple”—this became my guiding principle for subsequent iterations.

After implementing changes based on user feedback, I conducted preference tests to refine the visual design and user experience further.

In the second round of usability testing, the process went smoothly. Users found the interface intuitive and easy to navigate, and many expressed that Boo ‘n’ Bae was a platform they would eagerly recommend to friends.

The final high-fidelity prototype can be viewed [here].

CONCLUSION

WHAT WORKED WELL? Users loved the brand’s voice and personality, which made the platform feel inviting and unique. The simplicity and focus on meaningful interactions resonated strongly with the user base.

WHAT DIDN’T WORK SO WELL? The “personalized icebreaker” feature was too complex for an MVP and required further development and testing beyond the project’s timeline.

LESSONS LEARNED Prioritize user testing early and often, even with low-fidelity sketches. It’s easy to fall in love with an idea, but without testing, you risk creating a product that doesn’t meet users’ needs. Early feedback is invaluable for refining concepts and ensuring that the product aligns with user expectations.

Moving forward, I plan to start user testing earlier, incorporating rapid prototyping methods such as paper sketches to gather insights even before digital prototypes are developed.

Challenge

JCouple, a small card game company, faced the challenge of selling more of their products through Google. Despite offering high-quality card games, they struggled to gain visibility online due to a low authority website. This low authority was affecting the performance of their articles in search results, hindering their ability to reach potential customers effectively.

Issues with the Site

JCouple’s website had several issues contributing to its low authority. These issues included content duplication, misconfigured canonical settings, and a low crawl budget. These factors prevented search engines from properly indexing their product and category pages, limiting their visibility in search results.

Solution

To address these challenges, we implemented a comprehensive strategy to improve JCouple’s website authority and search engine visibility. Key elements of our solution included:

1. HARO & Outreach-Based Link Building: We identified 497 link building opportunities through Help a Reporter Out (HARO) and outreach efforts. By securing high-quality backlinks from authoritative websites, we were able to significantly increase JCouple’s domain authority by 26%.
2. Fixing Internal Content Duplication: We identified and rectified instances of internal content duplication on the website. This ensured that search engines could properly index and rank each unique piece of content, improving JCouple’s overall search visibility.
3. Indexing Product & Category Pages: We indexed 102 previously overlooked product and category pages that hadn’t been crawled due to misconfigured canonical settings and a low crawl budget. This expanded JCouple’s online presence and increased the likelihood of their products appearing in relevant search queries.
4. Creation of Topical Clusters & Keyword Focus: We supervised the creation of topical clusters through strategic internal linking. Additionally, we developed a keyword focus and content structure for 128 blog posts, aligning them with search intent and optimizing them for relevant keywords.

Result

The implementation of these strategies resulted in a steady uplift in traffic and conversions for JCouple over the past 16 months. By improving their website authority, addressing technical issues, and optimizing content for search, JCouple was able to increase their visibility on Google and drive more sales of their card games.