Hi, I'm Noah Heuton
Featured UX Case Studies
Homemakers Furniture
Expanding the Catalog with Dropship
Scaled the ecommerce catalog with Mirakl dropshipping, adapting
the user experience to support increased assortment while
preserving trust and consistent shopping experience.
Releasing soon
Homemakers Furniture
Reducing Friction in Checkout Flow
Led a checkout redesign that reduced friction and cognitive load, improved conversion rates through UX enhancements, and fixed backend issues contributing to checkout failures.
+16.7%
increased end-to-end funnel conversion rate
increased end-to-end funnel conversion rate
Homemakers Furniture
Elevating a Brand Experience Through New Design Studio
I helped launch a new digital entry point that helped customers
discover a premium experience and a new way to connect with
in-store design expertise.
$2m+
in attributed revenue
in attributed revenue
Homemakers Furniture
Seamless Ecommerce Integration: Allstate Protection Plans
Led the ecommerce integration of Allstate Protection Plans,
redesigning how protection options were introduced and selected to
better match shopper intent.
Feature not released
due to shifting priorities
due to shifting priorities
High-Impact A/B Test Optimizations
Homemakers Furniture
Reducing Checkout Friction with Single-Column Shipping Form
Improved checkout speed by simplifying the form layout and reducing cognitive load.
+$999k
Projected annual incremental revenue
Projected annual incremental revenue
Homemakers Furniture
Persistent Add to Cart
+6% Add to Cart lift and +48% Wishlist engagement by making the PDP CTA persistently visible. Insights pointed to checkout friction as the primary barrier to conversion.
$706k
Projected annual incremental revenue
Projected annual incremental revenue
Homemakers Furniture
Buy Block Positioning on Mobile
Drove a +13% Add-to-Cart lift (99% confidence) by repositioning key product information above the image on mobile, improving content hierarchy without impacting conversion rate.
$1.05m
Projected annual incremental revenue
Projected annual incremental revenue
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