Square Industry Page Redesign
- 10x YoY Pageviews
- 230x YoY Signups
- 310x BoF NPA Increase
Square's industry landing page was one of many pages in a sprawling public web ecosystem of 17,000+ managed pages. The redesign was part of a broader initiative to modernize Square's public web presence, a multi-phase effort involving designers, developers, product marketing managers, and international stakeholders.
My role was to make sure that whatever was designed actually shipped, accurately, accessibly, and on time, and that every person touching the project had what they needed to do their part.
What I Did
- Owned production build and QA across all page variants and device sizes
- Managed cross-functional alignment between design, development, and marketing stakeholders
- Proactively flagged and resolved technical blockers before they reached launch
- Ensured brand, accessibility, and localization standards were met across all components
- Served as a consistent point of contact and source of truth throughout the project lifecycle
The Systems Thinking
What made this project successful wasn't any single deliverable, it was how the pieces connected. I approached production not as a checklist but as a system: understanding how each asset, each QA round, and each stakeholder decision affected everything downstream. When something was missing or misaligned, I flagged it early and sorted it out, so the design team could stay focused on craft and developers could stay focused on build.
It's the kind of work that doesn't always show up in the credits, but you feel it in the results.
See the work live →"Kudos to Jess, Laura, and Olivia for reimagining square.com/industry. Over the past 6 months YoY, the page has seen a 10x in pageviews, a 230x in signups, and a 310x increase in BoF NPA. Amazing results!"
—Cyrous Bortey, Block
