Over the years, Square’s website had ballooned into a disjointed, fragmented experience for sellers. I helped lead the effort to redesign the experience around clear audience and product journeys, bringing structure and consistency to one of Square’s most critical customer surfaces.

I partnered with web strategists, PMMs, researchers, and designers to test and validate a new set of page templates through rapid experimentation. I then built a scalable briefing framework that enabled marketing and product teams across the company to move quickly within the system. Throughout the project, I worked closely with leadership while serving as a creative lead for the work — writing key pages myself and providing direction and feedback to other writers across the team.