R.S. Hughes is a dynamic North American and Central American distributor of industrial and safety supplies with B2B focused e-commerce web properties tailored to various industries such as aerospace, medical, manufacturing, electronics, automotive and more. The work on these properties have been focused on redesigning and rebranding along with supplying critical updates on a bi-monthly to weekly basis. We have been particularly proud of the Human-Computer Interaction and Cognitive Psychology that have been used throughout the process as a base for decisions at every level. I've partnered closely with cross-functional teams to identify and resolve critical points of friction and drop-offs. I'm championing the UI design, strategically executing on high-impact decisions which continually optimize conversion, while ensuring a seamless and effective transition from marketing discovery to conversion acceleration. Partnering deeply with Brand, Product Marketing, and IT/Development team, I've established alignment across various stakeholders and organizations to ensure a unified design language is effectively communicated across every digital touch point.
My role: UX/UI Design, Service Design & Interactive Prototyping, Visual Intelligence & Data Storytelling, Conversion-Centric UX Governance, Cross-Functional Design Influence, Mentorship & Design Standards
User Journey Research Analysis
Implemented Microsoft Clarity and integrated it with Google Analytics 4, Google Ads, Google Tag Manager, and Wordpress to provide in-depth user journey analysis informing decisions within our design and development roadmaps. This has proven to be one of the single most important implementations that will lead us through the year and will influence years to come.
Newsletter
Implemented the company's first website newsletter subscription prompt/opt-in model which integrates with Klaviyo. Subscribers in the first 4 weeks grew over 7%, with 64% open rate, and over 4% for the click-through rate.
I lead the strategic development and execution of the digital experience initiatives that shape how R.S. Hughes communicates its story across digital channels.
• Built and implemented the company’s first-ever content marketing strategy, establishing editorial frameworks, content processes and brand storytelling systems from the ground up.
• Delivered measurable results through thoughtful UX/UI strategy and analysis — resulting in a 10% increase in average monthly blog landing page sessions year-over-year and a 63% lift in average time on page across the blog.
• Launched R.S. Hughes’ first blog and newsroom, collaborating cross-functionally with content, brand, and development teams to draft wireframes, develop strategies and ensure seamless publication workflows.
• Implemented the company’s first UX/UI research and analysis tool (Microsoft Clarity) and developed a new UX/UI style guide, bringing consistency, clarity and brand alignment across all digital touch points.
• Partnered with the design team and key stakeholders across the company to craft audience-centered strategies for ad campaigns, landing pages, social, email, sales enablement and brand websites.
• Designed a landing page for R.S. Hughes’ 70th Anniversary campaign, creating a brand history that honored the founder and connected legacy to future growth.
• Oversaw a team of designers, developers, writers and editors, guiding design decisions and ensuring digital experience initiatives supported broader brand and business goals.
• Instrumental in launching the company’s intranet (HughesHub) in under four weeks, supporting internal communications, employee career planning, company strategy and launch execution.
• Built and implemented the company’s first-ever content marketing strategy, establishing editorial frameworks, content processes and brand storytelling systems from the ground up.
• Delivered measurable results through thoughtful UX/UI strategy and analysis — resulting in a 10% increase in average monthly blog landing page sessions year-over-year and a 63% lift in average time on page across the blog.
• Launched R.S. Hughes’ first blog and newsroom, collaborating cross-functionally with content, brand, and development teams to draft wireframes, develop strategies and ensure seamless publication workflows.
• Implemented the company’s first UX/UI research and analysis tool (Microsoft Clarity) and developed a new UX/UI style guide, bringing consistency, clarity and brand alignment across all digital touch points.
• Partnered with the design team and key stakeholders across the company to craft audience-centered strategies for ad campaigns, landing pages, social, email, sales enablement and brand websites.
• Designed a landing page for R.S. Hughes’ 70th Anniversary campaign, creating a brand history that honored the founder and connected legacy to future growth.
• Oversaw a team of designers, developers, writers and editors, guiding design decisions and ensuring digital experience initiatives supported broader brand and business goals.
• Instrumental in launching the company’s intranet (HughesHub) in under four weeks, supporting internal communications, employee career planning, company strategy and launch execution.
SupplySight Landing Page
