Case Study
1000Bulbs.com Redesign
Key Performance Outcomes
Despite technical constraints of a legacy platform, strategic UX interventions drove measurable lift in user engagement and revenue efficiency.
Conversion rate increased to 4.5% in updated sections
Bounce rates dropped significantly
Average page load time improved to 2.35s
Time on page increased, indicating better engagement
Positive internal feedback from leadership and cross-functional teams
Improved customer satisfaction based on feedback channels
Project Overview
As 1000Bulbs evolved, its website hadn’t kept pace. The existing platform suffered from navigation issues, a poor mobile experience, outdated design, and wasn’t optimized for conversion performance. Additionally, the site no longer reflected the updated brand identity developed through recent strategic branding work. With declining performance and mounting user complaints, a redesign became essential to align the user experience with the modern expectations of both B2B and B2C customers.
The Challenge
Legacy infrastructure created friction in the purchase funnel, specifically for high-value B2B mobile users. The lack of scalable design systems meant new feature rollouts were slow and inconsistent, directly impacting speed-to-market.
Design lacked brand cohesion, hurting credibility and visual consistency.
The Solution
Research-Driven Foundation
Before redesigning, we conducted a comprehensive UX/UI audit, which included user testing, stakeholder interviews, and analysis of customer behavior patterns across the site. This audit revealed pain points such as confusing navigation flows, low mobile engagement, and unclear conversion paths.
These insights helped us prioritize design changes that would genuinely improve usability, performance, and brand alignment. Rather than making assumptions, the redesign was rooted in real data and user behavior, ensuring the final experience addressed the right problems.
Key Improvements:
Modular Design Architecture: Built a reusable component library to replace ad-hoc page building, ensuring future scalability and reducing technical debt.
Data-Backed UX Strategy: Utilized heatmaps and A/B testing to validate navigation changes before code implementation, minimizing development risk.
Performance Engineering: Optimized visual assets and code structure to achieve a 2.35s average load time, directly improving SEO rankings and bounce rates.
Conversion Funnel Optimization: Redesigned the mobile path-to-purchase, resulting in a 4.5% conversion rate in updated sections.
My Role:
Orchestrated the product vision across cross-functional teams (Engineering, Marketing, Product), translating business KPIs into tangible interface solutions.
Final Takeaway
The 1000Bulbs website redesign is more than a cosmetic update, it's a long-term investment in user experience, brand alignment, and conversion performance. Even with the challenges of working within a legacy-coded environment, the phased rollout has already demonstrated the value of thoughtful UX/UI strategy and collaborative implementation.
Category Page - Before
The original category page offered limited functionality—displaying only categories and filters in a visually outdated, inconsistent design system. Users and internal teams alike struggled with unclear navigation, a lack of helpful context, and poor mobile usability.
Category Page - After
Strategic IA Overhaul: Shifted from a generic list view to a conversion-focused grid layout with clear product hierarchy and filtering, reducing clicks-to-product by 30%.