Conversion-Led Platform & Funnel Ecosystem Design

Marketplace merchandising, DTC storytelling, and lifecycle systems built to drive measurable growth.

Scope: Marketplace + Direct-to-Consumer ecosystems
Channels: Amazon, Brand.com, Lifecycle, Campaign Landing Pages
Mandate: Transform fragmented commerce touchpoints into cohesive, conversion-driven brand experiences.

The Context

As the brand scaled across retail, marketplace, and DTC, customer journeys became increasingly complex.

Traffic was growing, but storytelling, education, and merchandising lacked cohesion across platforms.

Key challenges:

• Inconsistent product narratives across Amazon + DTC
• Low customer education on product benefits
• Under-leveraged visual merchandising
• Disconnected lifecycle and retention storytelling
• Conversion friction across funnel stages

The opportunity was an ecosystem design.

I led the creative strategy and execution to unify the commerce experience.

• Strategic Objectives

  1. Increase platform conversion rates

  2. Improve product education + decision confidence

  3. Create visual consistency across retail + owned channels

  4. Build modular storytelling systems

  5. Strengthen retention through lifecycle design

• How I Led

  This initiative required leadership across:

  • Creative direction
  • UX + merchandising design
  • Conversion optimization
  • Lifecycle storytelling
  • Platform systems thinking
  • Cross-functional alignment (growth, eComm, CRM)

  I operated at the intersection of brand, product, and revenue — translating business goals into scalable creative ecosystems.

• Systems & Scalability

  A core part of my leadership was operationalizing creative.

  I built repeatable frameworks including:

  • Email design systems
  • Landing page templates
  • Product storytelling modules
  • Campaign asset kits

  Impact:

  • Faster deployment timelines
  • Lower production costs
  • Consistent brand expression
  • Easier cross-team collaboration

• Outcomes

  • Unified marketplace + DTC storytelling
  • Conversion-optimized product education
  • Scalable campaign deployment systems
  • Stronger retention design infrastructure
  • Elevated brand consistency across commerce environments

Platform 1 — DTC Experience

End-to-End Funnel Ecosystem Design

On DTC, the opportunity expanded beyond purchase into lifecycle.

I led the design of a full-funnel storytelling system spanning:

• Landing pages
• Product detail pages
• Campaign hubs
• Email flows
• Retention journeys

Funnel Architecture

We mapped the entire customer journey:

Awareness → Consideration → Conversion → Retention → Advocacy

Each stage required distinct creative psychology.

DTC goals were overachieved by ensuring that MadeGood’s consumer needs were immediately addressed:
1) Fast check-out for brand champions.
2) Discoverability and personal recommendations.

Before the revamped consumer journey, 48% of the visitors demonstrated purchase intent, however, my analysis showed that people were hitting “dead ends” with no other alternative than to return to the home page or bounce out.

By building a thorough Information Architecture, I created journeys that ensured there was always a new product to discover.

Lifecycle & Retention Design

Retention became a major growth lever.

I led the creative direction for lifecycle systems, including:

• Welcome flows
• Product education series
• Subscription storytelling
• Seasonal campaigns
• Replenishment reminders

CRM Storytelling Strategy

Rather than promotional blasts, we built narrative arcs:

• Brand mission education
• Ingredient deep dives
• Family lifestyle integration
• Recipe + usage content

This positioned the brand as a partner for everyday life.

Platform 2 — Marketplace Experience

Amazon Storefront & Product Ecosystem

Marketplace shoppers behave differently than DTC customers:

• Lower brand familiarity
• Higher comparison behaviour
• Faster purchase decisions
• Heavier reliance on visual education

I led the redesign of the Amazon storefront and PDP ecosystem to function as a self-guided brand education hub.

Creative & UX Strategy

We restructured the storefront to guide users through a narrative journey:

• Brand mission + differentiation
• Ingredient education
• Product benefits
• Lifestyle integration
• Cross-sell pathways

Every module served both storytelling and conversion.

Conversion Design Enhancements

Key improvements included:

• Comparison charts simplifying product selection
• Benefit-first product storytelling
• Ingredient callout systems
• Use-case visualizations
• Scroll-based education flows

Result: Customers could understand value within seconds.