Problem

The site needed to serve consumers, professionals, small businesses, and enterprise buyers—each with distinct needs and conversion paths. The new IA had to deliver the right story for each segment, without adding friction or confusion.

That was only the starting point. We also had to deliver a brand redesign, launch a new product category, and migrate the CMS—all on a live site driving daily self-serve revenue. Any disruption to rankings, signups, or conversions would hit revenue immediately. The stakes: millions on the line.

Solution

I owned top-of-funnel web strategy from planning through launch. My mandate: protect organic traffic, signups, and self-serve revenue—not just deliver on time.

• Multi-audience IA: Mapped decision journeys for each segment and built an architecture that surfaced the right story and conversion path, without fragmenting navigation or creating dead ends.
• Navigation research and tree testing: Partnered with Product Design and Research to develop and validate navigation for the new architecture. Ran user tree testing across B2C and B2B segments to identify the structure that matched each group's mental model. Rolled out navigation as a controlled experiment, measuring revenue impact at every stage to protect self-serve conversion.
• Revenue-risk mapping: Mapped the full organic search and conversion funnel before any changes, pinpointing the highest-risk pages and pathways.
• Migration sequencing: Built a transition playbook that prioritized by SEO and conversion risk. Protected highest-traffic, highest-converting surfaces first.
• Continuous performance monitoring: Set up real-time tracking for organic traffic, signups, and conversion at every phase. Defined thresholds to trigger corrective action before issues escalated.
• SEO and conversion continuity as launch criteria: Treated redirect architecture, canonical strategy, and on-page continuity as revenue decisions. Each was reviewed and signed off before launch.

Key strategies

• Research-validated navigation: Partnered with Product Design and Research on navigation concepts and user tree testing across B2C and B2B segments. Launched as a controlled experiment to validate the new architecture without disrupting self-serve revenue.
• Multi-audience IA resolved competing navigation needs for B2C and B2B, eliminating friction and dead ends.
• Owned organic traffic, signups, and self-serve revenue end-to-end—not just at launch.
• Cross-functional alignment made SEO and conversion continuity non-negotiable launch criteria, on par with brand and design.
• Sequenced rollout protected highest-value surfaces at every stage of a four-workstream transition.

Results

Migration and full-site launch sustained organic traffic, signups, and self-serve revenue.

• Self-serve revenue held steady through rebrand, new product category launch, new IA, and CMS migration.
• Growth trajectory maintained. The site completed the overhaul without a dip in conversions, traffic, or growth rate.
• Launched new brand positioning and product category to market. The website served multiple audience segments from day one and operated as the primary self-serve growth channel.

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