Moz/STAT Search Analytics
Lead Senior Product Designer (SERP Analytics Tools)
Moz / Stat | SERP Analytics Tool
- Led design for the SERP tracking and analytics product suite, enhancing data visualizations and improving interpretability for power users.
- Increased user engagement by 63% through streamlined UI patterns and enhanced feedback loops (via Fullstory & GA).
- Maintained a robust design system in Figma and Storybook, enabling seamless handoff and faster iteration with engineering.
Legacy SERP App
STAT Design System Roadmap
From Chaos to Consistency
A comprehensive, phased plan I authored and led to modernize STAT’s outdated SEO platform with a unified design system. This roadmap outlines the strategy, stakeholder alignment, IA overhaul, component creation, visual language development, and adoption process — transforming a legacy product into a scalable, consistent, and developer-friendly ecosystem.
The Ranking Challenges:
The Ranking Challenges
Legacy Infrastructure
A 90s-era monolith where changing one thing risked breaking five others. Like playing SEO Jenga, one wrong move and the whole SERP collapses.
Picky Power Users:
Advanced SEOs love their workflows the way they love their backlinks… untouched. Modernizing without mutiny required tact (and coffee).
Stakeholder Herding:
Product managers, engineers, and execs all had different “#1 priority keywords” for the redesign. My job was to get them ranking for the same term: success.
Modernized UI/UX
SERP-Worthy Results
Modernized UI without losing the quirks and power features beloved by expert SEOs.
Faster time-to-market thanks to reusable components and a microservices approach.
Higher adoption of reporting and analytics features — because they were finally easy (and fun) to use.