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 website.

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.

We also created retail experiences to drive product awareness. Created videos, launched products, refined the path to purchase, and merged two sites into one. See creative recommendations.

Role: Digital creative direction, agency collabs, brand strategy, campaigns, hiring, digital team management