Publication
Hotjar: UX and Conversion Tips
https://www.toptal.com/designers/ux/hotjar-ux
Laura is available for hire
Hire LauraLaura Geley
Verified Expert in Design
Designer
Paris, France
Toptal member since June 15, 2017
Bio
Laura is a senior product designer with 15+ years of experience shaping eCommerce, SaaS, and B2B platforms for enterprise clients and startups. By combining UX strategy, UI design, and design systems, she helps teams transition from discovery and UX research to scalable delivery—crafting data-driven, accessible, and conversion-focused products. Skilled in agile collaboration, Laura also teaches UX for eCommerce at Université de Rennes 1 (France).
Portfolio
An eCommerce Brand Using Shopify
UX ResearchProduct DesignUser Interface (UI)Responsive Web Design (RWD)User Experience (UX)UX Design+ 23 more
Work Experience
Senior Product Designer
2010 - PRESENT
Freelance Clients
- Worked with a wide range of international B2B and B2C clients on eCommerce platforms, SaaS platforms, business apps, mobile apps, ERP, etc. Clients included Heineken, DPD - Geopost, Evian, L'Oréal, and EDF.
- Conducted user searches, focus groups, individual interviews, and strategy workshops.
- Performed UX audits, analyzed behavioral data using Google Analytics and Hotjar, and provided full reports with insights and recommendations.
- Crafted personas, user journeys, user flows, and site maps, and came up with relevant content strategies.
- Identified opportunities to optimize conversion funnels and generate more leads and sales using Magento, Shopify, and Prestashop.
- Created and prototyped low and high-fidelity wireframes.
- Conducted online and in-person moderated or non-user tests.
- Led the creative direction and designed pixel-perfect mockups using Figma.
- Built, structured, and scaled design systems to ensure visual consistency, faster delivery, and seamless developer handoff.
- Organized processes thanks to solid project management and communication skills, in French and English.
Technologies: UX Workshops, eCommerce, SaaS Design, User Experience (UX), User Interface (UI), User Research, Product Design, App Design, Enterprise SaaS, Business Applications, Mobile Apps, B2B, Enterprise Design, UX Testing, Usability, UI Audits, UX Audits, Design Thinking, User Interviews, CRO Strategy, Mobile First, Product Discovery, Interactive Charts, Wireframe to Product, Online Ordering, Mobile UX, Sales Funnel, Product Listings, Conversion Rate, Conversion Rate Optimization (CRO), UX Research, iOS, Dashboard Design, SaaS UX Consulting, MURAL, Lookback, Usertesting.com, Customer Journey, Design Systems, Data Visualization, Prototyping, Figma, FigJam, Miro, Jitter, Magento 2, PrestaShop, Shopify, SaaS, Product Pages, Charts, Research Reports, AI-powered Product Design, AI Design
Lead Product Designer
2022 - 2025
Tengiva
- Reimagined the product as a modular, all-in-one platform serving three targets.
- Designed dedicated flows and features for each, including centralized product data, real-time inventory tracking across warehouses, digital showroom for quotes and orders, sourcing tools, moodboards, white-label marketplace builder, etc.
- Restructured the entire Figma workspace with clear naming, custom thumbnails, and reusable templates.
- Started a design system with responsive layouts, breakpoints, and UI components.
- Collaborated tightly with the founder and developers to ship and iterate quickly on key features.
Technologies: Figma, SaaS Design, Design Systems, Mobile App Design, Dashboard Design, Inventory Management, B2B, Enterprise Design, Usability, UI Audits, UX Audits, Design Thinking, User Interviews, User Interface (UI), User Experience (UX), Product Discovery, Enterprise SaaS, Interactive Charts, Wireframe to Product, Sales Funnel, UX Research, Product Design, SaaS UX Consulting, MURAL, Customer Journey, Data Visualization, Prototyping, Charts, AI-powered Product Design, AI Design
University Lecturer
2018 - 2024
Université de Rennes 1
- Led courses such as “eCommerce Best Practices” and “Figma 101: It’s All Fun and Games Until Someone Detaches an Instance.”.
- Helped students create a Magento store from 0-1 (content strategy, product catalog set up, high-performing product pages, etc.).
- Provided thoughtful, constructive feedback, encouraged idea-sharing, and supported each student's growth.
Technologies: Figma, UX Design, UI Design, Magento 2, eCommerce, Mobile eCommerce, University Teaching, User Interface (UI), User Experience (UX), Prototyping
Lead Product Designer
2021 - 2022
Heineken
- Charged with rethinking the whole user experience of both apps and streamlining flows.
- Ran UX audits and gathered user feedback to identify blockers.
- Standardized UI/UX using best practices from top food apps (e.g., Uber Eats).
- Introduced templates, product variants, and dynamic pricing in the B2B app.
- Streamlined the B2C journey with simplified flows.
- Introduced guest checkout in the B2C mobile app flow.
- Tested prototypes successfully in the UK and Spain.
Technologies: Figma, Hotjar, Mobile eCommerce, Dashboards, Business Applications, Food Ordering Platforms, B2B, Enterprise Design, UX Testing, Usability, UI Audits, UX Audits, Design Thinking, User Interviews, User Interface (UI), User Experience (UX), CRO Strategy, Mobile First, Product Discovery, Interactive Charts, Wireframe to Product, Online Ordering, Mobile UX, Sales Funnel, Conversion Rate, UX Research, Product Design, Dashboard Design, SaaS UX Consulting, MURAL, Usertesting.com, Customer Journey, Data Visualization, Prototyping, Charts, Research Reports
UI/UX Designer
2016 - 2017
Le Site
- Conceived robust eCommerce platforms using Magento. Le Site is a certified agency for various clients in Canada and the US.
- Crafted UX designs, such as content strategies, site maps, high-fidelity wireframes, and prototypes.
- Led the creative direction and designed pixel-perfect mockups.
- Worked hand-in-hand with our back-end, front-end, and QA teams.
- Communicated in both English and French as needed.
Technologies: Magento, Shopify, Figma, Adobe Photoshop, UX Audits, User Interviews, User Interface (UI), User Experience (UX), CRO Strategy, Mobile First, Wireframe to Product, Mobile UX, Sales Funnel, Product Listings, Conversion Rate, Conversion Rate Optimization (CRO), Customer Journey, Prototyping
UI/UX Designer
2013 - 2015
Bang
- Oversaw our creative department and managed a small team of developers.
- Worked on my main project, which was our company's complete rebranding and website redesign. I handled everything from A to Z, including UI and UX design and project management.
- Managed daily tasks, which varied from illustration, infographics, motion design, UI designs, and UX designs, mainly wireframes and prototypes.
- Conceived and built basic websites for our smaller clients using Divi.
Technologies: Adobe Photoshop, User Interface (UI), User Experience (UX), Wireframe to Product
Art Director
2011 - 2013
Si#
- Worked with a copywriter on various 360° ad campaigns for multiple clients, mostly top French companies, such as PSA Peugeot-Citroën, Total, EDF, La Poste, and SNCF.
- Pitched ideas to creative directors, sales executives, and marketing managers.
- Managed internal and external resources, including interns, freelance graphic designers, and photographers.
Technologies: Adobe Photoshop, iOS
Junior Art Director
2011 - 2011
Publicis Groupe
- Worked with a senior art director and a copywriter on various 360° projects for top companies.
- Managed a couple of smaller regional accounts solely.
- Led a team of interns, assigning and reviewing tasks.
Technologies: Adobe Photoshop
Other Experience
Education
2010 - 2011
Bachelor's Degree in Creative Advertising
IUT Nancy-Brabois - Vandœuvre-lès-Nancy, France
2008 - 2010
Higher National Diploma (HND) in Communication Strategy
IUT de Nantes | Business and Technology Education Council (BTEC) - Nantes, France
Certifications
JANUARY 2017 - PRESENT
Quality Web Communication
Interaction Design Foundation
JANUARY 2017 - PRESENT
Usability and Conducting Usability Testing
Interaction Design Foundation
JANUARY 2017 - PRESENT
Mobile UX Design
Interaction Design Foundation
JANUARY 2017 - PRESENT
Emotional Product Design
Interaction Design Foundation
JANUARY 2017 - PRESENT
Psychology of Online Sales
Interaction Design Foundation
Skills
Tools
Hotjar, PrestaShop, Lookback, Usertesting.com, FigJam, MURAL, Jira, Trello, Google Analytics, Adobe Photoshop, Slack, Miro
Platforms
Android, Magento 2, Magento, iOS, Shopify, Figma
Other
Conversion Rate, Design Systems, Remote Usability Testing, Product Listings, App Design, Prototyping, User Testing, Sales Funnel, Customer Experience, Mobile UX, Online Ordering, Dashboards, UX Research, Wireframe to Product, B2B, User Journeys, Order Management, Charts, Interactive Charts, Enterprise SaaS, Landing Pages, Product Discovery, Customer Journey, Mobile First, Content Management Systems (CMS), Personas, Flowcharts, Mobile App Design, eCommerce, UI Design, UX Design, Web Design, Content Strategy, User Flows, UX Strategy, Product Design, SaaS Design, Enterprise Resource Planning (ERP), CRM Design, Dashboard Design, eCommerce Design, Landing Page Design, Checkout, Funnel Optimization, Content Management, eCommerce UI, eCommerce UX, Mobile eCommerce, eCommerce Web Design, eCommerce Platforms, Conversion, Conversion Rate Optimization (CRO), CRO Strategy, Marketplaces, Business Applications, User Experience (UX), User Interface (UI), User Interviews, Design Thinking, Client Interviews, UX Audits, UI Audits, Enterprise Design, UX Testing, Usability, SaaS UX Consulting, Data Visualization, Research Reports, AI-powered Product Design, AI Design, User Needs, Journey Mapping, Funnel Analysis, Wireframing, Mobile UI, Mobile UI Design, Design Strategy, Mobile Mockups, Mockups, High-fidelity Mockups, High-fidelity Prototypes, Remote Work, Remote User Testing, Product Pages, Product Category Pages, Product Comparison, Accessible Design, Web Accessibility, Content, Strategy, Guidelines, App UI, App UX, Mobile Apps, Mobile App UI, Style Guides, System Design, UI Branding, Product Strategy, Brand Development, Catalogs, Blog Design, Web Page Mockups, Assets, Gamification, Cross-platform, Cross-platform UX, Mobile UX Design, Forms, Web App Design, Web Applications, Web App UX, Web App UI, Design, Research, User Research, Surveys, User Surveys, User Journey Maps, Tables, Quotations, SaaS, Landing Page Optimization, Booking, Booking UX, Booking Systems, Appointment Booking, UI Design Standards & Best Practices, Billing, Invoicing, UX Workshops, Copywriting, Web Usability, User Psychology, Advertising Design, Cognitive Psychology, CX Strategy, Food Ordering Platforms, Inventory Management, University Teaching, Reports, SAP Warehouse Management System (WMS), Food Ordering, Warehouses, Reusable Components, Stakeholder Engagement, Feature Prioritization, User Personas, Shadow Testing, Internal Apps, Responsive Web Design (RWD), Notion, Teams, Jitter
Experience
- Product Design - 15 years
- UX Design - 14 years
- UI Design - 14 years
- eCommerce - 10 years
- User Research - 10 years
- SaaS Design - 10 years
- UX Audits - 10 years
- Conversion Rate Optimization (CRO) - 10 years
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