Hi, I’m Celia.
I solve problems for people by turning complex systems into simple, delightful experiences. Download resume, email celia.m.marais@gmail.com or visit linkedin.
Facebook Web Checkout
Problem
Facebook Shops web checkout was outdated, inconsistent with industry standards and the app.
Different component systems across platforms created UX fragmentation and slowed development.
Because desktop shoppers had higher average order values, improving conversion on web represented a major opportunity for growth.
Solution
We redesigned checkout with a stepped flow, modal launch. Key improvements included showing order totals at every step and creating a fully responsive framework for the entire shopping funnel.
I led the development of a comprehensive web component library aligned with the Facebook Design System and mobile apps, resolving outdated elements and ensuring consistency across teams and platforms.
Approach
Our guiding principle: matching mobile patterns, while thoughtfully adapting to web-specific expectations.
Demographic data, funnel analysis, competitive benchmarks, and collaborative workshops helped us determine goals and prioritize features.
Results
The redesign exceeded our goals, significantly increasing transactions and gross merchandise value.
The new component library streamlined design and engineering workflows, improved cross-org collaboration, and delivered a more consistent shopping journey.
The work also laid the foundation for future expansions, such as subscriptions, donations, and a north-star full-screen checkout.
Spring Health App
Problem
Spring Health set out to integrate a library of CBT and mindfulness exercises into its mobile app under tight constraints: text-heavy content, phased releases, little time for user research, and no ability to tailor experiences to specific conditions.
The challenge was to help users quickly find the most relevant exercises in moments of stress or crisis.
Solution
Through wireframing, usability testing, and rapid design iterations, the navigation experience evolved into a blend of both the emotion-based menu and the comprehensive library.
Visual design emphasized calmness and clarity through color theory, with animations and affirmations reinforcing a sense of accomplishment after completing exercises.
Approach
We decided to leverage the library’s existing organization by themes and ask users how they were feeling in the moment.
Their responses were then mapped to exercise categories, creating a guided but lightweight path to support without requiring major backend changes.
Results
The feature significantly boosted the app’s impact: downloads jumped 136%, and the exercises became a standout element of the brand, earning strong praise from both users and HR leaders for being clear, peaceful, and problem-focused.
One Kings Lane Checkout
Problem
After a major replatform, One Kings Lane’s new checkout funnel was underperforming. Drop-off rates were rising, and the redesigned experience was more cumbersome than before.
Returning customers, who should have had the easiest path to purchase, were forced through a 7-step process—far behind industry best practices. The business needed to improve completion rates while users needed a faster, more intuitive, and less frustrating way to check out.
Solution
We started with quick wins, like surfacing delivery/returns info and auto-formatting payment fields, which reduced customer support calls and errors.
Through iterations, sketches, and usability testing, we developed a simplified, numbered step flow that collapsed completed sections and reduced form height. Key changes included merging shipping and review, removing the billing step, and defaulting to saved addresses and payment methods for returning users. This allowed frequent buyers to complete checkout in just one click by entering only their CVV.
Approach
As part of the newly formed Product Design team, I owned the back of the customer funnel (Cart, Checkout, Order Management). I partnered closely with engineering, product, and research to identify pain points using usability data, heatmaps, session recordings, and customer service feedback.
Competitive analysis revealed that successful checkouts streamlined steps to 3–4, with one-click flows for returning users. We set hypotheses to reduce cognitive load, align with industry norms, and minimize friction by collapsing or removing unnecessary steps.
Results
The redesign delivered a smoother, more intuitive experience for all users and a dramatically faster flow for returning customers. Completion rates improved by 10%, customer support calls decreased, and the new funnel aligned One Kings Lane with industry best practice.