Milestone — Optimizing Web Experience & Performance for Marketing Platforms
Improved usability, performance, and content workflows across a large-scale WordPress ecosystem—focusing on conversion, CMS efficiency, and seamless integrations.
Type:
Company
Role:
UX Designer
Timeline:
Focus:
UX/UI Designer · Web Experience · WordPress & Automation
Overview
Milestone’s web ecosystem consisted of multiple marketing pages, campaigns, and resource sections managed through WordPress. While the platform was functional, it lacked structure, consistency, and efficient workflows for both users and internal teams.
The focus was to improve usability, streamline content management, and optimize performance—ensuring users could navigate, consume content, and convert more effectively while enabling teams to manage pages with ease.
Problem
The existing experience led to friction across both user journeys and internal workflows, impacting engagement and conversions.
Drop-offs in Key Flows: Users exited before completing forms or taking action due to unclear structure and weak CTA visibility
Content Accessibility Issues: Resource pages lacked clarity, making it difficult for users to consume and share content effectively
Inefficient CMS Workflows: Non-design teams struggled to manage and update content due to complex structures and limited flexibility
Performance Gaps: Heavy assets and unoptimized structure affected load speed and overall user experience
Approach
I worked closely with marketing, SEO, and development teams to improve the platform through structured UX changes, UI refinements, and system-level optimizations.
UX Improvements: Simplified navigation and restructured page flows to reduce friction and improve clarity across key journeys
UI Refinement: Introduced a more consistent and modern visual system while aligning with updated branding
CMS Optimization: Built reusable WordPress templates and improved content workflows for easier management by non-design teams
Automation & Integration: Integrated HubSpot workflows and form handling to ensure better lead capture and tracking
Performance Optimization: Improved page structure, asset handling, and loading behavior to enhance speed and SEO performance
Key Decisions
Focused on balancing usability, performance, and operational efficiency:
Template-Based CMS Approach: Created reusable structures instead of custom pages to enable faster content updates and reduce dependency on designers
Conversion-First Layouts: Prioritized CTA placement and simplified flows to reduce drop-offs and guide users toward action
Performance over Visual Complexity: Optimized assets and reduced unnecessary elements to improve load speed and responsiveness
Cross-Team Collaboration: Aligned UX decisions with SEO, marketing, and development to ensure consistency across pages and campaigns
93+
Performance Score
Improved
Lead Capture Efficiency
Multi-page
Scalable CMS System
Impact
Improved Conversions: Clearer flows and better CTA placement reduced drop-offs and increased form completions
Faster Performance: Optimizations improved page speed, contributing to higher performance scores and better user experience
Better Content Management: Structured CMS enabled non-design teams to create and manage pages more efficiently
Enhanced User Experience: Simplified navigation and consistent layouts improved usability across multiple pages and campaigns
Conclusion
This project focused on improving an existing system rather than rebuilding it—balancing usability, performance, and scalability within real-world constraints.
By aligning design decisions with marketing goals, SEO needs, and technical limitations, the platform evolved into a more structured, efficient, and conversion-focused experience that supports both users and internal teams effectively.
Let’s build something meaningful
Open to product roles, collaborations, and conversations