One of the first projects I led as Web Strategy lead for Square’s global website was a homepage redesign, focused on driving higher conversion for our holistic product ecosystem, which drove a 37% increase in adjusted revenue and 17% increase in product conversion. This strategy for the homepage was built off of a strong content strategy, informed by qualitative research with sellers on their website browsing behavior.

Upon success of this homepage redesign, we broadened the scope beyond the homepage — to the entire site. Redesigning the entire site in 8 global markets required a rethink of our site architecture, priority user journeys, and a scalable design and build system. I leveraged key performance data on search behavior to identify two key conversion paths for sellers across our website; one built off of need for an immediate solution to a problem, and one built off of a need for an audience-first narrative. These two paths built out the distinct parts of our navigation and site — key product pages, and audience hubs — that served both of these mindsets towards conversion. Through close collaboration with design, we built out a scalable page design system that incorporated a similar design look and feel, prioritizing a design aesthetic that was elegant and refined.

The redesigned site is live in the U.S. today, and slated to launch internationally throughout the remainder of 2025.