When Ziff Davis acquired BlackFriday.com, the goal was to bring its premium content and performance-driven approach to a high-traffic site that wasn’t meeting user expectations. Despite attracting millions of deal seekers, the site was outdated, hard to navigate, and slow to update. Shoppers struggled to quickly find deals, and the mobile experience fell short across devices.

I led a full site overhaul to fix the experience. We built a flexible CMS for real-time ad uploads, restructured navigation and filters, and designed a mobile-first UI focused on speed and clarity. Search and categorization were rebuilt to surface relevant deals faster. We also integrated advertising affordances directly into the design, making space for native placements, sponsored banners, and curated carousels aligned with user intent while driving revenue.

Conversions increased, users stayed longer, and mobile performance improved dramatically. What started as a chaotic browsing experience became a go-to platform for Black Friday shoppers.