Avella
Bridging product strategy and user experience through systemic design and growth-focused frameworks.
Avella operates at the intersection of product logic and human behavior.
I believe that 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.
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A full UI/UX redesign and rebranding of Recovery Worldwide and its three digital properties:
Addiction Center, Alcohol Help, and Rehab Spot — simplifying the user experience and prioritizing user needs, resulting in improved engagement and higher conversion rates.
