Smart Shopper e-magazine

A website showcasing member-focused articles.

Leading the transition from print to digital

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My roles:

  • Interaction designer
  • Front-end designer
  • Project manager
perspective screenshots


  • Completed 14 issues
  • Mobile-first
  • Responsive Web Design (RWD)
  • Collaboration with developers, sales directors, writers and corporate stakeholders
  • Quarterly deployed responsive website
  • Features articles relating to health, beauty and fitness
  • Targets specific members to influence purchase choices to support their favorite group or nonprofit

Successful Results:

  • Proposed and implemented a website redesign with a 259% increase in user engagement
  • Measuring steady growth at approximately 110% every quarter
  • Estimated 30% growth in purchase transactions
  • Utilization of Google Analytics to make informed decisions
  • Achieved greater social networking engagement with the Facebook API
perspective screens

The Problem

  • Print format
  • Low-performing
  • Expensive
  • Limited resources
  • Lack of user engagement
  • Unable to track users
  • Difficult to update
problem diagram

Process Sketches

Main navigation flow main nav

Incentive advertising flow Incentive advertising flow

Specific article with ad placement Specific article with ad placement

Homepage to article selection flow Homepage to article selection flow


Mobile Homepage main nav

Mobile Homepage (12-column responsive framework) main nav

Tablet Homepage tablet

Successful Results

A significant increase in engagement metrics

  • A 259% increase in page views between Q2 and Q3 2014
  • New format is a direct listing of the magazine articles, rather than giving the user the choice to choose a version
  • Independently proposed and implemented these design solutions
[1] Google Analytics