"As mobile site traffic increased to over 40%, conversion was not keeping up" - Milton Pappas, SVP, Chief Digital Officer, NY&CO
While mobile site traffic was steadily increasing, it was only fitting to make improvements to the site's mobile experience. As the senior art director, I helped revamp the New York & Company mobile experience by focusing on UI optimizations to the buy flow, and creating a proprietary single-page checkout with adapted error messaging and native features to reduce friction and increase conversion.
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Role: Senior Art Direction at Fluid • Credits: Chelsey Steinman, Scott Springer