Comparison Calculator

Thoughtful multivariate testing for organic lead generation

Anyone can tinker their way to a higher conversion rate — I want to build a better product along the way.
Version Alpha animates the pie chart and numbers on field updates.


The design of this tool came from consistent collaboration with other designers.

VA Loan Calculator

One of my first projects at Veterans United, this organic lead generator proved to us that simple tools win over complex marketing.

VA Mortgage Calculator

Designed by the talented Emma Walker, we saw mobile users easily fill in the form, but completely miss the results due to ad blindness.

Affordability Calculator

This tool taught us that fewer fields isn't always better. By breaking monthly expenses into individual inputs, users could quickly enter data without doing their own math.

Version Bravo and Charlie follows the proximity rule of Gestalt design principles, brining the initial slider change near the input.

User research pays off

This calculator is the product of hours of testing sessions.

This calculator was developed from seeing UI successes and failures in both our own calculator products, and competitors.

Calculators represent a massive opportunity for lead generation. They are highly trafficked, but often convert relatively poorly.

The attention grabbing animated pie chart pulls the eye toward the calculator results — attempting to overcome ad blindness exhibited by our test subjects.


  • UX Researcher
  • Front End Developer
  • SEO Specialist


  • Twig
  • Proprietary Form Framework
  • Sass
  • Typekit


  • PhpStorm
  • Codekit