edX / 2017–2019
In the fall of 2017 I refreshed the consumer-facing homepage UI of edx.org's homepage within an experience overhaul that resulted in a 15% reduction in bounce rate. With A/B testing we tested which pieces of content was most valuable to the audience and boiled it down to the essentials. After extensive testing of the content on the page, I refreshed the UI to show a softer, more airy look and feel. White space (negative space) is proven to help improve comprehension and focus by guiding the user through the page.