A 440% lift in conversions? Now that’s something to be “So So Happy” about!

We partnered with So So Happy, an Entertainment One apparel and entertainment brand, to rethink their online channels, position them as a leading entertainment brand, and transition their website to a digital destination that is ecommerce-led and culture-driven.

Entertainment One

Before we began working with So So Happy, the brand was scattered across four different websites and platforms. Our goal was to merge these sites into a single Shopify platform, increase character-based entertainment, and lift conversion rates. To achieve this, I approached the project with user-centric and mobile-first ideas in mind, which guided us in creating the ideal digital destination for So So Happy’s youthful audience.

I was involved during the complete lifecycle of this project. I created pitch-winning designs (shown above), then served as and oversaw account, strategy, UX, creative direction, development, A/B testing, usability testing, optimization, project management, and our P&L.

The results? Conversion rates for So So Happy rose from 0.5% to 2.7%, dwell times increased 200%, internal net profits soared from 20% to 48%, and incremental revenue was secured in the form of retainers and additional assignments.


January 2015


P&L, Strategy, UX, Design, Creative Direction, Development Oversight, A/B Testing, Usability Testing, Optimization, Project Management