Good web design sits at the intersection of craft and evidence — where visual decisions are informed by how people actually behave, not just how a page looks in a mockup. This work spans site optimization, conversion-focused redesigns, and UX strategy across complex product ecosystems, with an emphasis on measurable outcomes: clearer user journeys, stronger conversion paths, and interfaces that hold up under real traffic and real scrutiny. The projects below reflect that balance of design judgment and business impact.