Selected Works & Case Studies

A deep dive into how I combine data-driven marketing strategies with high-impact creative design to solve complex business problems.

Fintech dashboard interface with graphs
FinTech 2023

VaultStream: Trust Through Transparency

Full rebrand and UX overhaul for a Series B investment platform.

The Challenge

VaultStream was struggling with a high bounce rate on their landing pages and a lack of trust from potential high-net-worth users. Their existing brand felt dated and disconnected from the modern, secure technology they were offering. The primary goal was to modernize the aesthetic while communicating absolute security and ease of use.

Core Problem

Bounce rate was at 78% for key landing pages, with user feedback citing "confusion" and "lack of professional polish."

Strategy & Approach

01. User Trust Mapping

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We conducted interviews with 20 existing users to identify friction points. The key insight: users wanted to see the product dashboard immediately before signing up to verify its complexity level.

02. Aesthetic Modernization

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Moved away from the generic "bank blue" to a sophisticated palette of deep slate, electric blue for actions, and plenty of white space to suggest clarity and precision.

Design Evolution

Drag the slider to see the transformation from the legacy design to the new interface.

New Interface Design
Old Interface Design

Impact & Results

+145%
Sign-up Conversion
-40%
Bounce Rate
3.2m
New Funding Secured

"Gregg didn't just redesign our site; he reshaped how we talk to our investors. The results speak for themselves."

— Sarah Jenkins, CEO of VaultStream
E-Commerce 2022

Lumina: Scaling Sustainable Lighting

Optimizing the customer journey for a D2C lighting brand, resulting in record-breaking holiday sales.

Shopify Plus Klaviyo Email CRO
Lumina product showcase
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The Problem

High cart abandonment rate (85%) due to a complicated checkout flow and lack of trust signals during the payment process.

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The Solution

Implemented a one-page checkout, added "eco-friendly" trust badges, and redesigned product pages to focus on lifestyle imagery.

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The Result

22% increase in conversion rate and a 15% boost in Average Order Value (AOV) within 3 months.

Process Highlights

Wireframing
Wireframing
UI Kit Creation
Design System
Data Analysis
Data Analysis
Final Mobile UI
Mobile Optimization
SaaS B2B 2021

FlowState: The Productivity Pivot

The Challenge

FlowState was marketed as a generic "project management tool" in a crowded market. CAC was skyrocketing, and retention was low.

The Pivot

I repositioned the brand specifically for "remote-first creative agencies." This niche focus allowed us to tailor the UI language and marketing copy directly to creatives.

3x Lead Quality Score
-25% CAC Reduction
FlowState Marketing Assets
Non-Profit

GreenCity: Urban Farming Initiative

A grassroots campaign that needed a digital home. We built a storytelling-first website that helped raise $50k in local grants.

GreenCity Website Hero
View Live Project arrow_forward
$52k
Raised
1.2k
Volunteers
45
Press Mentions
Award
Web Awwward

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