Oh, hey! I’m Shei.
(Pronounced like “Shai”)
I operate at the intersection of product logic and human behavior.
I believe the most successful products aren't just collections of features, but cohesive systems designed for conversion. By dismantling complex requirements and rebuilding them into scalable frameworks, I ensure every design decision serves both the user's intent and the company's bottom line.
Notable Work
Led the end-to-end strategic redesign of the Recovery Worldwide multi-site ecosystem. By architecting a unified navigation framework across three core digital properties, I reduced user friction and optimized the conversion funnel to drive measurable growth.
Recovery Worldwide’s Digital Properties:
AddictionCenter.com
AlcoholHelp.com
RehabSpot.com
The Problem:
A key property within the multi-brand portfolio utilized a flat architecture that buried decision-making data, resulting in a 15.45% bounce rate.
The Scaled Result:
Following a 7.6% relative decrease in bounce rate and 64% session growth on the initial property, I adapted this successful framework to optimize a second distinct brand within the digital estate.
The Logic:
I re-engineered the structural flow to align with user intent: Promoted high-intent conversion triggers to the hero position for immediate user satisfaction and grouped secondary data into modular sections to reduce cognitive load.
