About Project

I increased online rental conversions by nearly 20% by streamlining the rental process and making research backed design decisions about what Hammond Ashley customers wanted.

In fall of 2023, I partnered with Hammond Ashley Violins, a beloved, family-owned violin shop to reimagine their high-traffic website. Analytics showed nearly half of users were arriving through direct search, yet the site had become a confusing maze after multiple post-launch edits. My role was to lead the research, strategy, and end-to-end design of a responsive experience.

This project included a full rebrand, copy overhaul, and collaboration with multiple teams—from the shop manager to external developers and hosting partners.