Simpson Strong-Tie
Senior Digital Designer – Simpson Strong-Tie
At Simpson Strong-Tie, I led the design and development of digital assets across key channels including Amazon, the Customer Portal, national retailers, and internal communications. A major highlight of my work was the full redesign of the Amazon Brand Store—restructuring both its layout and visual system to better showcase a highly technical product catalog in a way that feels clear, compelling, and consumer-friendly.
Working in close collaboration with eBusiness and marketing teams, I created landing pages, banners, and promotional materials that translated dense, construction-focused product information into approachable, visually engaging content. Whether through Bloomreach landing pages or Amazon Seller Central modules, I focused on simplifying product messaging without sacrificing detail, helping customers quickly understand value, application, and differentiation.
By maintaining brand consistency across all digital touchpoints and designing with clarity and usability in mind, I helped drive both conversion and confidence in a traditionally B2B product space.
Not to brag but…
Results from Lowe’s 30-Day Infographic Test
Redesigned product infographic images led to measurable improvements across six product pages:
+92 bps increase in PDP conversion rate (6.51% → 7.43% YoY)
+20 bps increase in add-to-cart rate from the search/listing page hover image
Estimated incremental revenue: $333K
No other changes were made during this test, isolating the visual redesign as the key driver of improved performance.
Amazon Brand Store Re-Design
