Webgility – Transforming A Brand and Ecommerce App
Some See a Web App. I See an Opportunity.
The original e-commerce app lacked modern styling, a basic design system, brand rules and UI patterns. Because of this, users were stuck in the past, and the design to launch process was completely broken — offshore teams were designing different styles and writing user content in each release, instead of following defined design system patterns.
I modernized the app branding, created a scaleable design system that was implemented in the app, website and marketing materials and improved the design to delivery process.
Brand Transformation and Design System Scale
Once the design system was implemented, the product, development and UI team were able to double time to delivery. New features validated by users and designed: financial dashboard, rules-based settings (IFTTT), AI chatbot integration, multi-level user store management, insights, pricing and onboarding.
Increased activation rate and onboarding completion
Reduced drop-off from performance metric input screens
Improved data accuracy and user trust in their personalized training
My Role
I led end-to-end UX strategy for Webgility, helping modernize both the product experience and the brand system behind it. My role focused on simplifying onboarding, improving time-to-value, and building a scalable design foundation that connected product, web, and marketing into a more cohesive customer experience.
What I Did
- Assessed the legacy product experience to identify friction, usability gaps, and areas where the brand no longer matched the value of the platform
- Modernized the visual and interaction design of the app to create a more credible, polished, and conversion-friendly experience
- Built a scalable design system that unified patterns across product, website, and marketing touchpoints
- Simplified onboarding and setup flows to reduce friction and help users reach value faster
- Introduced guided UX and AI-assisted support patterns to improve confidence and decision-making for SMB users
- Aligned UX priorities with product goals, business KPIs, and customer lifecycle outcomes
- Partnered with product, engineering, and executive stakeholders to turn strategy into launch-ready execution