Project Overview:

Public Goods (PG) is a startup offering eco-friendly home goods. In 2019, I helped improve their content platform to attract customers through organic channels and reduce production costs. By optimizing user journeys, content delivery and site functionality, customer acquisition and engagement rose. I also led UX design efforts, creating pathways to convert readers into customers, developing educational strategies, and providing art direction and visual guidelines to enhance engagement.

Role:

UX Designer

Timeline: Ongoing Project

January 2019 to August 2020

Team:

Internal Marketing (Content and Social), Internal Design, Engineering to drive reader to buyer conversions and increase reader growth on the content platform.

Public Goods' Content Platform: Originally Seen as a Visibility Tool—Later Became a Scalable Growth Driver

Public Goods is a consumer packaged goods eCommerce brand with a mission to make healthy, sustainable home goods more accessible. While their eCommerce platform was already polished and effective, the content platform (blog and social media) was initially seen as a brand awareness tool rather than a growth engine.

                         Compilation of design efforts to create a conversion ecosystem

However, marketing and design leadership recognized an opportunity:

With constrained budgets and limited paid marketing bandwidth, could content become a self-sustaining source of customer acquisition and long-term SEO growth?

               Screenshot of the Public Goods blog with photography and UI tweaks by me