Personalized Grid Page
The Unified Grid project focused on merging two distinct marketplace products into a single, personalized user journey.
The Opportunity
When I joined this project, our marketplace had a critical goal: to unify two distinct products—Find My Plan and our regular Grid—into a single, cohesive experience for users. The objective was to pivot from persona-based flows to a personalized journey tailored to the user's home and lifestyle.
My challenge was to collaborate with design and analyst teams to determine how best to integrate these experiences without compromising the personalization users expected.
Persona-based flows to
Personalized journey tailored to the user's home and lifestyle
My Role
As the UX Writer for this project, I helped define the messaging and structural framework for the new Unified Grid. My role blended storytelling with systems thinking; I developed unique value propositions that I tested through direct user feedback, ensuring the content could flex and adapt as part of a scalable personalization framework.
Methods and Approach
I began by auditing existing analytics and conducting user testing to identify the core elements that drove success in previous projects. By analyzing what resonated with users and where they struggled, I was able to design a new tone and information hierarchy that felt cohesive alongside my team.
I worked closely with product designers in Figma to co-create wireframes, ensuring the narrative flow and visual layout supported each other to create a seamless, human-centered experience.
Results
While specific performance metrics are confidential, the Unified Grid yielded notable improvements in user engagement, comprehension, and conversion. Beyond the quantitative results, this project taught me that personalization isn't about adding complexity; it’s about providing structure, clarity, and empathy. It reinforced that writing is a powerful strategic tool that, when human-centric, directly drives conversion.