Will Avelar – Product Designer | UX Strategy & Solutions | Systems & Workflows

Recent Experience

Led UX discovery and delivery, translating 98 audit findings into six themes and shipping 32 improvements across navigation, product discovery, ordering, and mobile usability.
Built a commercial ordering flow and reworked homepage hierarchy and navigation to clarify purchase pathways; implemented changes using WordPress, ACF, PHP, and CSS in coordination with an external developer.
Expanded product search through tag matching and pagination, improved mobile search access, and resolved mobile checkout display issues.
Clarified ordering and delivery requirements across product pages, cart notices, and FAQs; established GA4 reporting and Microsoft Clarity funnels and events to evaluate customer journeys and guide prioritization.

Led UX discovery and delivery, translating 98 audit findings into six themes and shipping 32 improvements across navigation, product discovery, ordering, and mobile usability.
Built a commercial ordering flow and reworked homepage hierarchy and navigation to clarify purchase pathways; implemented changes using WordPress, ACF, PHP, and CSS in coordination with an external developer.
Expanded product search through tag matching and pagination, improved mobile search access, and resolved mobile checkout display issues.
Clarified ordering and delivery requirements across product pages, cart notices, and FAQs; established GA4 reporting and Microsoft Clarity funnels and events to evaluate customer journeys and guide prioritization.

Audited and redesigned end-to-end retail service workflows across order intake, fulfillment, and post-purchase support by identifying systemic breakdowns through live task observation and ethnographic research.
Translated research into standardized service flows and decision frameworks in Figma. Partnered with operations stakeholders to ship multiple system enhancements, reducing handling time and improving consistency, cutting average resolution time by ~50%.

Led the end-to-end redesign of Betacache.com’s cross-device rock climbing video platform unifying fragmented user flows into a responsive, mobile-first experience. Used research and rapid Figma prototypes to improve content discoverability; daily visitors grew from approximately 40 to 400 following launch.
Built reusable UI components and a style guide to improve consistency across the platform and marketing materials. Collaborated with developers and stakeholders to implement improvements to navigation, content discovery, and responsive layouts.

Designed a ground-up ordering experience concept for Chubby Rice’s iOS app, translating ambiguous requirements into a structured product direction using journey mapping, wireframes, and interactive prototypes in Figma.
Conducted interviews with 40+ target users to identify ordering pain points and inform an iOS prototype that achieved 90% end-user satisfaction in usability testing.