Responsive Web Account Redesign • 2020
I led a full-scale redesign of the user profile experience for a sweepstakes platform, turning a long-neglected part of the product into a key driver of growth and trust.
By collaborating with engineering, product, support, and legal, I introduced transparency around entry history and winner communication—solving core user pain points and reducing confusion.
The result: a 40% increase in sign-ups, 50% fewer support tickets, and $580K in incremental revenue in just two months.
This work became a foundational reason for the company's improved repeat rate year over year.
Role
Product Designer
Timeframe
~5 months (plus Covid in between!)
Team
Product Manager, Delivery Lead, Software Engineers (2), QA Engineer
Site reach
~2MM
The starting point
After migrating to Shopify, Omaze’s account experience became too transactional—like a generic e-comm checkout. It lacked clarity, trust, and user-centered design.
Key problems identified:
“There’s a grave lack of transparency. How much has the fundraiser raised in total? Where can I see…how many “entries” I’ve earned based on said donations?”
“The lack of communication about winners and how many total entries were involved can be somewhat frustrating for a that have donated to many causes.”
“I have been fantastically planning free entries on top of my very limited donations, and would love to see how many I have for each experience!”
Like the person above, most customers related lack of transparency to, "Is this a scam?"
In a concept test, I was able to validate that future-vision features like leadership scoreboards around impact would bloat, vs. help, the experience. Giving them what they want now will work better.
The Sweepstakes Enthusiast
Loves the thrill of winning big. Enters multiple sweepstakes regularly.
The Charitable Giver
Enters sweepstakes but values impact—wants their money to go toward a cause.
Improve the transparency and usability of Omaze’s profile experience to foster customer trust, encourage repeat engagement, and reduce support inquiries?
My design goals: Generate innovative ideas, ensure solutions aligned with user needs, and establish a clear direction for a phased release strategy.
I first led a Crazy 8’s workshop to align cross-functional teams, fostering creativity and driving consensus around a shared vision for the redesign.
From there, I took those ideas and sketched, iterating on layouts and flows. I used these to work out a phased release strategy with engineers to ensure a seamless progression from concept to execution.
Serving as the blueprint for collaboration, I created wireframes to align my PM and engineering on the specifics of my approach, ensuring technical feasibility while maintaining focus on user needs.
I designed, built and tested a quick prototype with six current customers to further validate the content and feature hierarchy.
I received overwhelmingly positive feedback on having total entries front and center and the overall dashboard organization. This just added more confidence to what we were building, helping keep the team motivated.
100% found the dashboard easy to use and that it met their expectations.
“Easy to navigate. Never had to extensively search to find any information.”
83% reported a significant increase in transparency and trust in Omaze.
I used Figma to finalize all template layouts across breakpoints, starting with wireframe kits to save time and later refining the UI to match the current design system, as rebranding was out of scope.
I had just migrated the team to Figma from Sketch and was simultaneously defining the team's first real component library as they worked it into Storybook.
I collaborated closely with engineers, using mobile and desktop prototypes to clearly communicate user flows and interaction patterns, ensuring smooth implementation.
Editable account settings (name and phone number) and new pathways encourage users to enter more sweepstakes and explore additional Omaze offerings.
The profile dashboard MVP includes tabs for active and closed experiences, tags to display urgency and winner updates, and a prominent display of total entries.
Our go-to-market team (me, our new design systems designer, our creative lead, and lifecycle marketing manager) promoted the feature across email and social media, as well as on-site onboarding to highlight the new updates. I provided expertise on profile design to ensure key points aligned with customer needs.
Increase in revenue after two months.
By designing and implementing a more transparent and user-friendly dashboard, I contributed to a $580k revenue increase within two months.
Increase in year-end order velocity
Order velocity rose from 1.23 to 1.47, reflecting higher user engagement and repeat participation.
Reduction in support tickets
Profile updates cut account-related support tickets by 50%, from 300 to 150 by year-end.
To boost trust and retention, I designed winner and impact pages directly on our core site—replacing scattered Squarespace and WordPress pages.
Built in Shopify and Sanity with no engineers, these pages showcased real winners and reinforced brand credibility.
in gross donation value in just 4 months.
increase in checkouts
