Over the last 5 years, Cricut has expanded rapidly, reaching new global markets and connecting with new kinds of makers. To support that growth, we identified an opportunity to evolve the shopping experience. Partnering with 14x9, we reimagined cricut.com to create a cohesive, modern, and informative web experience.

We began by running a series of focus groups to understand how members navigate and interact with the platform. Those learnings were converted into a working Figma prototype, enabling fast cycles of refinement and UI optimization design prior to launch. This early effort led to significant double-digit decreases in both exit and bounce rates. And we discovered new user behaviors that informed our site strategy.

We also created web experiences to drive product awareness. And merged two sites into one. See creative recommendations.

Role: Creative Direction, Team Management
Achievement: Honorable Mention, Awwwards.com