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

Marketing Optimization

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 existing style guides.
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.
Earned stakeholder trust and extended contract. Receiving praise for ability to lead across UX, UI, and front-end development.

From Heatmaps to High Conversions

Overview

.01 - What

.02 - How

.03 - Why

Results

Process

Research

Design Approach

Development + Feedback

Results

Impact

Designs

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