Data-driven rebrand
Safety Store
Data-driven rebrand and landing page redesign based on heatmap and click-map analysis, delivering a +30% conversion increase.
UX/UIThe task
Safety Store's e-commerce had traffic but weak conversion. The task was to rebrand the experience and redesign the landing page based on real user behavior instead of assumptions.
What I did
- Ran heatmap and click-map analysis of the existing site to understand where users dropped off and what they ignored.
- Led the data-driven rebrand and landing page redesign around the behaviors the data revealed.
- Rebranded the visual identity to build trust in an industrial safety catalog.
- Documented the new design system for a clean handoff to development.
Homepage interface and design: hero offer, featured brands, categories and use-case blocks, restructured from the heatmap findings.
Campaign posts
Six-post Instagram campaign set built around the rebrand: contest alert, Hardwork launches, Safety Busters myth-busting and an emergency-ready DEA post.