Creative Direction

The Paired homepage lacked a clear narrative, making it difficult for users to understand the app’s value beyond free daily questions. I led a strategic refresh to clarify the brand story—anchoring it around relatable relationship stressors—and aligned tone, messaging, and visuals to create a more cohesive, conversion-focused experience.

UX Design

Partnering with Research and Product, I restructured the homepage to improve clarity and flow, ensuring key value propositions were surfaced at the right moments. This included refining content hierarchy and strengthening CTA visibility to drive engagement and guide users more effectively through the funnel.

Motion & Illustration

I introduced a more expressive visual layer through motion and illustration to reinforce key messages and bring warmth to the experience. These elements helped communicate complex emotional themes simply, while maintaining consistency with the broader brand system.