Simply Eloped


Lead Designer

Making getting married simple, affordable, and stress-free. I worked on updating Simply Eloped's presence to be more clear and simple.

- Increased global conversion rate by 23% — and over 50% on some key landing pages.
- Helped identify relevant KPIs and migrate company metrics to Metabase -- where they could be more visible to different parts of the company
- Redesigned a quote form that resulted in a 53% conversion increase

Kyle's design and UX expertise are second to none...I was always impressed by Kyle's ability to generate ideas and hypotheses at a strategic level, then quickly execute them with proven results. Kyle also demonstrated strong leadership abilities to the rest of the company by always re-centering the discussion back to the customer's root problem.
- Lauren Mills, Product Manager

Identifying Lead types

One project I worked on centered around being able to more accurate measure our inbound leads. Our site conversions were decent, but our conversion from lead --> customer was pretty terrible and the sales team wasn't sure why.

My hypothesis was that our contact forms weren't providing enough information (either for us, or potential customers) to provide a tailored sales response. Every automated response email assumed that the lead was ready to elope, and ready to get a quote. I thought this was likely resulting in lost leads because we were delivering the wrong message at the wrong time.

As a simple test, I built a new contact form that would separate leads into different groups (interested, unsure, and ready for quote).

The result? In just a few days I was able to conclusively say that nearly 1/3 of our inbound leads weren't even sure if they wanted to elope. Additionally we were able to decrease our drop-off rate by sending the 'I'd like a quote' group directly to a quote form, rather than filling out a generic contact form, and relying on a follow-up email.

Storing the answers in our database and Hubspot allowed us to begin experimenting with more specifically tailored email workflows moving forward.


Much of my design work was focused on increasing page conversion rates, and bringing more clarity to the product through copy.