Jenn Godoy — PRODUCT / WEB / BRAND
© Jenn Godoy — Product Designer

SALEHOO: ECOMMERCE PLATFORM


WEB & GROWTH DESIGN — UX / UI DESIGN

KEY GOAL

My goal as Senior UX/UI Designer at SaleHoo, an eCommerce platform for online sellers, is to continuously improve the public-facing web experience by helping users understand the platform, navigate complex information, build trust in the brand, and move confidently toward the next step. My work spans both the product and the website, with this case study focusing on selected web and growth initiatives that can be shared publicly.

— MY ROLE

Senior UX/UI Designer


— SKILLS APPLIED

UX/UI Design

Information Architecture

Responsive Design

Prototyping

Design Systems

Conversion-Focused Design

  • A/B Testing

— PROJECT DATE

  • 2022 — Present

Contact

email@domain.com

000-000-000


— Instagram

— Twitter

— Facebook

THE CHALLENGE

Designing an evolving website.


SaleHoo’s public-facing website supports users at different stages of their eCommerce journey while also serving multiple products, content types, acquisition paths, and business goals. Each experience needs to communicate clearly, stay consistent with the wider platform, and guide users toward the right next step.


Unlike a project with a defined beginning and end, my work at SaleHoo is continuous. Pages are designed, launched, measured, refined, and sometimes completely rethought as user behavior, content needs, technology, and business priorities evolve.

MY APPROACH

A flexible, evidence-informed process.


My process changes depending on the problem, but decisions are generally informed by user behavior, feedback, page performance, business objectives, content requirements, and collaboration with product, development, marketing, and other stakeholders. I use these inputs to explore solutions, prototype quickly, validate ideas where possible, and refine the experience after launch.

1. HOMEPAGE REDESIGN


Optimizing for clarity & conversion

The homepage is one of SaleHoo’s most important entry points and has to communicate the value of the platform to visitors with different goals and levels of eCommerce experience. The redesign focused on creating a clearer experience and stronger paths toward conversion.

  • I used the behavioral and performance information available, together with business priorities and stakeholder input, to rethink the hierarchy of the page, clarify key messages, and create more purposeful paths toward action. The new direction was then validated through A/B testing.

Awards

  • It’s Nice That
  • AIGA
  • Fonts In Use
  • The Dieline

Contact

email@domain.com

000-000-000


— Instagram

— Twitter

— Facebook

HIERARCHY

Make the value proposition and key paths easier to scan and understand.


USER BEHAVIOR

Use available behavioral and performance signals to identify areas of friction or low engagement.


CONVERSION

  • Create clearer calls to action and a more intentional journey through the page.

Contact

email@domain.com

000-000-000


— Instagram

— Twitter

— Facebook

Early wireframe / layout exploration

+192.53%

Conversion rate improvement in early A/B testing compared with the existing homepage.

Early results showed a 192.53% improvement in conversion rate compared with the existing homepage. The experiment was still collecting data at this stage, so I treat this as a promising early signal rather than a final statistically conclusive result.

2. INDUSTRY REPORTS


Building authority through content design

The Industry Reports needed to present dense, well-sourced eCommerce research in a way that felt credible, useful, and easy to navigate. The experience also needed to support SaleHoo’s E-E-A-T visibility by making expertise, sourcing, review, and freshness more visible.

  • I designed the reports as a reusable system rather than a one-off page. The structure combines repeatable content, navigation, data, source, and credibility patterns so new reports can stay consistent while still adapting to different topics and datasets.

Awards

  • It’s Nice That
  • AIGA
  • Fonts In Use
  • The Dieline

Contact

email@domain.com

000-000-000


— Instagram

— Twitter

— Facebook

CREDIBILITY

Surface reviewers, update dates, methodology, sourcing, and citation options as part of the experience, not as an afterthought.


READABILITY

Use strong hierarchy, navigation, data modules, and visual breaks to make long-form content easier to scan.


SCANABILITY

  • Use a reusable report structure and repeatable modules that can support additional research over time.

Contact

email@domain.com

000-000-000


— Instagram

— Twitter

— Facebook

Trust signals + Key Findings

In-page navigation + methodology

This work reinforced that credibility is also a design problem. The information itself may be rigorous, but the interface needs to make that rigor visible and help readers understand where the data comes from, how current it is, and why they can trust it.

3. WHOLESALE & CATEGORY PAGES


Scaling complex experiences through rapid prototyping

Wholesale content can become complex quickly, especially as the experience expands from a main landing page into category-specific pages. The challenge was to organize a large amount of information clearly while creating a structure that could remain consistent, flexible, and scalable as new categories were added.

  • For this work, I’ve incorporated ChatGPT and Claude into the design workflow to help process information, work through requirements, identify patterns, and refine the prompts used in Claude Design. By bringing our existing design system into the prototype, I can move quickly into high-fidelity, interactive concepts that already feel close to the final experience, then refine the strongest direction further in Figma before developer handoff.

Awards

  • It’s Nice That
  • AIGA
  • Fonts In Use
  • The Dieline

Contact

email@domain.com

000-000-000


— Instagram

— Twitter

— Facebook

INFORMATION STRUCTURE

Organize large amounts of wholesale content into clearer sections, hierarchies, and paths that make the experience easier to navigate.


HIGH-FIDELITY PROTOTYPING

Use AI-assisted analysis and our existing design system to create interactive prototypes that can be evaluated and refined earlier in the process.


SCALABILITY

  • Create a flexible structure and reusable patterns that can extend from the main Wholesale page into a growing set of category-specific experiences.

Contact

email@domain.com

000-000-000


— Instagram

— Twitter

— Facebook

Claude Design iteration using SaleHoo’s design system

Wholesale Categories

Supplier Card

The value of this workflow is not simply generating pages faster. It helps me get to something interactive earlier, evaluate ideas in context, and spend more time refining the hierarchy, usability, visual system, and decisions that matter.

DESIGNING AT SCALE

Consistency beyond individual pages.


Working across a continuously evolving website means thinking beyond the page in front of me. I use reusable components, responsive patterns, Auto Layout, variables, and shared visual conventions to make new experiences faster to design and easier to maintain.


The goal is to create enough consistency that the site feels cohesive while still leaving room to adapt the design to different content, audiences, and business goals.

OTHER SELECTED WORK

A wider view of my work at SaleHoo.


These examples represent different kinds of design problems, but they are only part of the public-facing work I’ve contributed to during my time at SaleHoo.

KEY LEARNINGS

What continuous design work has taught me.


Design is never really finished. Working on a live platform means learning from what happens after launch and continuously improving the experience.


Different experiences need different measures of success. Conversion may be critical for one page, while clarity, credibility, discoverability or scalability matter more somewhere else.


  • The process should evolve with the tools. AI-assisted analysis and prototyping help me explore and evaluate interactive ideas earlier, while design judgment still determines which direction is worth pursuing.

Contact

email@domain.com

000-000-000


— Instagram

— Twitter

— Facebook

CONCLUSION

Still Evolving.


My work at SaleHoo continues to evolve alongside the product, the website, and the ways people discover and interact with the brand. Over the past several years, the role has given me the opportunity to work across conversion, content, experimentation, design systems, and new prototyping workflows—while continuously adapting my process to the problem in front of me.