Visitors in five weeks, 82 tracked reservations, and the #1 organic Google result for branded search — above Yelp and OpenTable.
About — J. Rocca
I design digital products that are visually sharp and functionally seamless — grounded in how people actually think, decide, and behave.
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My path into design wasn't linear. It started with a degree in Anthropology: the study of how people behave, communicate, and make decisions. That foundation became the core of how I design. I don't just build interfaces; I study how people move through them, and I design for the decision they're trying to make.
Over the past two years I've worked across mobile apps, web platforms, brand systems, and print. I took ownership of the full design direction on a three-sided marketplace app, validated through usability testing. I rebuilt and repositioned a decade-old agency from a legacy template into a credible digital presence. And I launched the complete digital front door for a new Philadelphia restaurant — brand, website, print menus, and reservations — that became its second-largest booking source within weeks.
I care about the research and the results as much as the pixels.
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Visitors in five weeks, 82 tracked reservations, and the #1 organic Google result for branded search — above Yelp and OpenTable.
Consolidated a 10+ link navigation into 5 destinations and cut homepage copy ~60%, rebuilding the site around a single conversion path.
Designed 58+ prototype-linked screens and a tokenized design system, validated at a 92/100 usability score.
Drove a 127% month-over-month increase in reservations through conversion-focused web design.
03 — Core stack
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