Production

Paid Landing Page Overhaul

Sample page: justworks.com/lp/justworks
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When Justworks moved SEM in-house in late FY'24, we inherited 25 paid landing pages built quickly and without performance optimization in mind. From Q4'24 through Q2'25, the Paid, Website, and Content teams made incremental improvements, rewriting copy, rearranging modules, adding CTAs and social proof, and saw meaningful YoY conversion gains. But it became clear we'd hit a ceiling.

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The pages had three structural problems: too many of them, a weak design foundation from the start, and no standardized process for building or iterating on them. Incremental fixes couldn't solve foundational debt. The answer was a full overhaul from scratch.

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I helped formed a small cross-functional task force and built a repeatable process designed to ship one new landing page per week. The workflow ran in seven stages: a weekly check-in to review test results, wireframe creation, copy development, paid media review, branded prototype, prototype sign-off, and a Contentful build. Each step had a clear owner. The goal was to reduce 25 pages down to 10–15, with every new page built on best practices from day one rather than retrofitted later.

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On the paid media side, Tiffany drove keyword strategy, reviewed copy and wireframes for alignment with campaign goals, and handled launch on the ads side.

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We launched the new pages as A/B tests against the legacy versions. The results came quickly. The new pages significantly outperformed the originals across conversion metrics, and we cut over completely. We now have enough confidence in the process and results that remaining pages launch directly rather than going through A/B testing first.

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My contributions: Task force formation, weekly process design, Figma wireframes, Contentful page builds, cross-functional coordination across Paid, Content, and Brand teams.

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Results: 7 pages shipped, new pages outperformed legacy pages in A/B testing, full cutover complete, process now scalable across channels. YoY PEO campaign performance improved across every metric: leads up 14%, click-to-lead rate up 13%, IOs up 46%, and lead-to-IO rate up 28%, on nearly flat click volume (1% growth).

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Design

US-Based Contractors launch

Sample page: justworks.com/us-based-contractors

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When Justworks began charging a fee for US-based contractor management, the business needed a page fast. What had previously been folded into the broader product offering now required its own dedicated space, outlining features, pricing, and positioning it clearly as an add-on to Justworks' existing PEO and Payroll products.

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The ask came from the Product Marketing team. My job was to design and build the page end-to-end, with a hard deadline of about a week and a half.

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To move quickly without sacrificing quality, I made a deliberate call to reuse the layout architecture from an existing Justworks page (the HR Services page) rather than design from scratch. This kept the page on-brand, reduced Figma design time, and meant our engineers had zero new components to build. I worked within Contentful's existing content model to wire everything up, collaborating with our copywriter on messaging tailored to the contractor add-on context.

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One constraint worth noting: brand assets for the page weren't ready at launch. The brand team had limited bandwidth, so we made the call to launch without them and add the assets days later. It was the right trade-off. Hitting the go-live date mattered more than waiting for polish.

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My contributions: End-to-end page production, Figma design using existing brand assets, Contentful build, cross-functional coordination with copywriter and brand team, launch strategy.

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Strategy

nyu.edu/students refresh

The NYU /students landing page had a problem: students weren't using it. Analytics showed high subsection traffic (Academic Calendar, Tuition & Fees, Residence Halls), but the landing page itself had a high bounce rate and low time-on-page. Students would arrive, find nothing useful, and leave.

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As Web Content Producer on NYU Digital Communications, I led the data and strategy work to fix that. I built a Looker Studio dashboard pulling Google Analytics data to map traffic patterns across the entire /students subsection, which gave the team a clear picture of what students actually needed versus what the page was offering.

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From there we benchmarked against peer institutions (Columbia, BU, CUNY), wireframed three structural approaches e.g by user type, by site architecture, and a simplified hybrid, and ran usability testing with seven students. The feedback confirmed a category-based architecture worked best: students didn't want to self-identify as a "type," they wanted to find things fast.

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We built the revised page in staging, gathered sign-off from key stakeholders across Student Affairs, and launched. Post-launch, I worked with our Art Director and UX Designer to add custom icons for the four top navigation links, balancing new design with existing NYU Mobile branding standards. We also established an editorial review process, such as semi-annual audits, content owner check-ins, and a keyword analysis cadence, to keep the page relevant over time.

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My contributions: Analytics setup (Looker Studio), data-driven design recommendations, wireframe feedback, stakeholder coordination, icon design rationale, editorial framework.