InsideTracker turns blood, DNA, and fitness tracker data into personalized health guidance. My job was to make that science clear enough to convert, and to build the system and the team that could keep shipping it.
Biomarker science is dense. Dozens of blood markers, genetic data, and algorithmic recommendations are a lot to explain to someone deciding whether to buy a test.
The deeper problem was operational. Every new page was a one off. Marketing and product each built their own versions of the same components, so the brand drifted and production dragged.
I led the website redesign end to end: information architecture, visual direction, and the page-level storytelling that turned biomarkers into benefits. The core conversion paths came down to one principle: show people what their blood can tell them before asking them to believe in the science. Plain language first, evidence a click deeper, visual hierarchy that lets a skimmer and a skeptic both find their answer.
The redesign only mattered if it could scale, so I built the design system alongside it: a shared Figma component library, and documentation that marketing and product both pulled from. New pages went from custom builds to assembly, and the brand stopped drifting because everyone was working from the same source.
This is the part of the work I care about most. Assets expire. Systems compound.
With the system in place, campaigns moved fast. The one I’m proudest of is Start Inside: I led creative direction from concept through execution, including a product launch video, DirecTV spots, landing pages, and social, and shot supplemental still photography on set. The integrated campaign drove a sales increase of over 35% for the InnerAge product.
The same visual language extended across lifecycle email, ecommerce, physical onboarding guides, and a daily social presence, so every touchpoint a customer hit felt like one brand.
I managed a team of designers and freelancers and worked daily with marketing, product, engineering, and science stakeholders. My role was translation in both directions: turning growth targets into creative briefs the team could run with, and turning design decisions into cases that data driven stakeholders would back.
A site that converts because it explains, a system that made every future page cheaper and faster, and a team that could ship without me in every file. The conversion lift came from clarity, not tricks: when people understand what they are buying, more of them buy it.