Role
UX/UI Designer
Date
Aug 2022 - Nov 2022
Client
Memorisely
Wim Hof Method
Cold Water Challenge Flow Redesign
Problem
The Cold Water Challenge flow created friction and drop-off due to confusing steps and unclear progression, limiting engagement and completion.
What I Did
Conducted UX research and usability testing to pinpoint where users hesitated or abandoned the flow
Redesigned the end-to-end Challenge journey with clearer step structure, improved feedback, and simplified decision points
Produced high-fidelity prototypes and iterated quickly based on test findings to optimize comprehension and completion
Result
Improved flow clarity and usability, increasing engagement with the challenge experience and supporting stronger retention signals.
Wim Hof Method
Subscription Conversion + Retention via Information Architecture
Problem
Users experienced information overload and inconsistent hierarchy across key screens, weakening value communication and hurting subscription conversion and retention.
What I Did
Restructured page hierarchy to make primary actions and core value easier to understand at a glance
Reduced cognitive load by simplifying layouts, tightening content prioritization, and improving navigation patterns
Designed a rewards system concept to reinforce habit-building and ongoing engagement
Validated changes through usability testing and rapid high-fidelity prototyping
Result
Increased subscription conversion and improved retention by making the experience easier to scan, more motivating to use, and clearer in how it delivers value.
Sofar Sounds
Local Search & Homepage Redesign (Discovery + Excitement)
Problem
Local search and discovery were not intuitive or customizable enough, creating friction for users trying to find relevant events and reducing excitement on entry.
What I Did
Led research interviews and translated taxonomy insights into a clearer search and filtering model
Redesigned the local search experience to improve findability and allow more user control (preferences, relevance)
Refreshed and applied the design system for consistency across key pages
Built low and high-fidelity prototypes to align stakeholders and validate UX decisions
Result
Simplified local search and improved search usability while redesigning the homepage to create stronger product excitement and clearer discovery paths.
