Ro’s Top-of-funnel

Designing merchandising & storytelling patterns that built trust and drove conversion.

Designed a UX and visual design language for all of the core pages in Ro's top-of-funnel experience that aligned with Ro's brand principles of being human, knowledgable and uplifting. Increased conversion by aligning design and storytelling with user expectations of value to build trust, removing the rigid & clinical feel that had existed in the previous page design.

Through iterative testing with both external and internal users, we identified a core set of UX patterns that we then operationalized into a fully-integrated set of reusable foundations, components and sections.

‍