Due to confidentiality agreements, I can't share specific design details about this project. This case study will focus on methodologies and approach used throughout the duration of this project.

From Heatmaps to High Conversions

Contributions:

  • Annotated Wireframes
  • Design Reviews
  • Design System Components
  • Front-End Development

Duration:

  • Three Months

Tools:

  • Figma
  • Miro
  • Wrike

Project Team:

  • Creative Director
  • Marketing

Overview

.01 - What

Designed and developed a suite of responsive, high-converting web pages for TSIA’s semi-annual conference—all within a tight 3-month deadline.

.02 - How

Collaborated cross-functionally with marketing, editorial, and creative teams. Used heatmap data from TSIA's existing site to guide design and information hierarchy. Built and launched pages using a reusable template system, followed by thorough QA and stakeholder reviews.

.03 - Why

The goal was to drive early bird conference registrations and user engagement while compensating for the lack of upfront research. Heatmaps offered an agile, data-driven alternative to traditional UX discovery methods, helping prioritize content and optimize placement.

Results

Exceeded early registration goals - 6,000+ in attendance. Positive stakeholder feedback praising the professional delivery and user-focused design approach.

Process

Research

  • Timeline constraints ruled out traditional research methods.
  • Implemented heatmap findings from existing webpages.
  • Discovered "false affordances"—such as non-clickable text users tried to interact with.
  • Used insights to guide content hierarchy, CTA placement, and interaction  turning a constraint into a design advantage with data-informed UX decisions.

Design Approach

  • Collaborated daily using Miro for early-stage planning and flow mapping.
  • Used Figma for rapid wireframes and high-fidelity design iterations.
  • Built scalable templates for speakers, sessions, and newsletters using design system components and style guide.
  • Maintained alignment through frequent design reviews with VP of Design and marketing team.

Development + Feedback

  • Coded designs using HTML, CSS, and Bootstrap prioritizing development of pages featured in marketing/email campaigns.
  • Monitored heatmap data post-launch across web and mobile webpages to see how users interacted with the live pages.
  • Owned both design and development for full-cycle execution, performing QA testing post-launch ensuring functionality and responsiveness for web and mobile devices.

Results

Impact

  • The pages helped drive over 6,000 attendees to TSIA’s conference exceeding registration targets—a major milestone for the organization.
  • Saw increased time-on-page, CTA interaction rates, and reduced bounce rates through engaging content and structure.
  • Owned both design and development for full-cycle execution, performing QA testing post-launch ensuring functionality and responsiveness for web and mobile devices.
  • Earned stakeholder trust and extended contract. Receiving praise for ability to lead across UX, UI, and front-end development

Designs

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“ Our team needed extra help to get us through our busy conference promotion season. Jeo helped us with two key UI/UX redesigns and kept us afloat with our day-to-day web updates. From day one, Jeo brought his professionalism, sharp thinking, and warm personality, making him a key part of our success in these critical weeks... ”

Reyna F.

Strategic Creative Director

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