Aaron Neilson-Belman

UX & Brand Consultant

RGD Certified - Association of Registered Graphic Designers
Contact
About Me
Work
Methods

I help brands rethink their websites and messaging for enhanced user experience, engagement and conversions.

Find out how

Means & methods

Since 2010 I have been working with clients and teams to help them strategically develop their messaging, products and websites. 

 

I utilize data analysis, user research, communication and design thinking combined with a robust knowledge of web best practices, SEO, emerging web trends, and UX principles, to accelerate company and brand growth. 

User & Brand Exploration Through

  • A/B Testing
  • Competitor Analysis
  • Focus Group Facilitation
  • Information Architecture
  • Persona Development
  • Surveys
  • User Journeys
  • User Research & Testing
  • UX & UI Analysis

Need someone to lead your website redesign?

Want to enhance your user experience and increase conversions?

Interested in revamping your brand?

Need someone to lead your website redesign?

 

Want to enhance your user experience and increase conversions?

 

Interested in revamping your brand?

Let's Connect

Notable brands I've worked with

Boston Scientific brand word mark
Bumbu Rum brand word mark
Canon brand word mark
Centier Bank brand word mark
Entrust brand word mark
Kohler brand word mark
Luc Belaire brand word mark
Molloy University word mark

Case Studies

AR Monex Pro Cycling
Website Redesign for Mexican pro cycling team.

Goal: Showcase the team's sponsors, riders and accomplishments whilst supporting fundraising goals and initiatives in order to reach the Tour De France.
More Details
ClaritasRX
UX / CRO audit + remediation of landing page for a US pharmaceutical data integration and analytics provider.

Goal: Optimize page to improve conversion rates and overall user experience.
More Details
CFGI
Full website redesign for a global financial services firm.

Goal: Refresh the site’s visual design, elevate the user experience, and optimize content management workflows for more efficient updates.
More Details
CivicRisk Mutual
Full website redesign for an Australian risk management organization.

Goal: Improve information architecture, user experience and visual aesthetic of the website.
More Details
Smyyth + Carixa
UX / CRO audit for an accounts receivable management solution provider.

Goal: Make UX and UI enhancements for improved user experience and conversion rates.
More Details
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AR Monex Pro Cycling
Website Redesign for Mexican pro cycling team.

Goal: Showcase the team's sponsors, riders and accomplishments whilst supporting fundraising goals and initiatives in order to reach the Tour De France.
More Details
ClaritasRX
UX audit and remediation of landing page for a US pharmaceutical data integration and analytics provider.

Goal: Optimize page to improve conversion rates and overall user experience.
More Details
CFGI
Full website redesign for a global financial services firm.

Goal: Refresh the site’s visual design, elevate the user experience, and optimize content management workflows for more efficient updates.
More Details
CivicRisk Mutual
Full website redesign for an Australian risk management organization.

Goal: Improve information architecture, user experience and visual aesthetic of the website.
More Details
Smyyth + Carixa
UX / CRO audit for an accounts receivable management solution provider.

Goal: Make UX and UI enhancements for improved user experience and conversion rates.
More Details
Ready for growth and success?
Get In Touch

About Me

Aaron working on his laptop.

A fascination
with exploration

leads to unique discoveries.

I was born in Toronto, Canada in the late 80s. I studied New Media at The University of Toronto.

 

After graduating in 2010, I took to the road, a freelancing digital nomad. My early career was largely focused on web design and development.

 

I later worked on several startups. In 2022 I teamed up with Brafton Inc. to lead web projects and provide UX and brand consulting services.

 

In 2024 I became certified by the Association of Registered Graphic Designers. I volunteer on their Experience Design Advisory Group.  

 

I have been volunteering with Bereaved Families of Ontario as a support group facilitator since 2021.

 

I’m a bicycle junkie. I find zen through gardening and yoga. I enjoy tinkering and exploring with my 1979 Volkswagen Bus.

 

Want to know more?

Get in touch

Aaron working on his laptop.
decorative photo.
decorative photo.

Connect

Feedback?

Have a question?

Interested in collaborating? 

 

Let’s connect! 

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Support my 2024 Ride to Conquer Cancer

Help The Princess Margaret Cancer Center change outcomes for cancer patients around the world.

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Association of Registered Graphic Designers logo

Association of
Registered Graphic Designers

www.rgd.ca

What is an RGD?

The Association of Registered Graphic Designers (RGD) is Canada’s largest professional association for graphic designers. The association’s membership of more than 4,000 people includes firm owners, freelancers, managers, in-house designers, educators and students.

The RGD and Registered Graphic Designer designations are signals of quality and competence to the profession, public and government.

Successful candidates have met a rigorous set of standards that includes documented levels of relevant, professional education and experience as well as competence in the areas of business, design principles, research and ethics demonstrated through the successful completion of RGD’s certification process.

Why work with an RGD?

I am a qualified, experienced professional.
Registered Graphic Designers have successfully completed RGD’s Certification Process and have demonstrated their knowledge and abilities as professional graphic designers.

I am a problem-solver.
Registered Graphic Designers have the knowledge, experience and skills to assess and address a variety of challenges. They provide strategies and solutions that help companies, organizations and entrepreneurs to further their goals and objectives.

I am accountable.
 Registered Graphic Designers engage with clients in professional, contractual agreements. They fulfill their commitments responsibly and work to the best of their ability to match or exceed expected project outcomes.

I am ethical.
 Registered Graphic Designers are subject to and governed by the Association’s Rules of Professional Conduct. These rules serve as their guide for an ethical, professional graphic design practice, and details their responsibilities to clients, the profession, the government and the community.

I stay informed of developments and trends.
 Registered Graphic Designers stay current by augmenting their knowledge – including new information on accessibility, consumer trends, demographics, research methods, production processes, advanced digital technologies and efficiencies. With this growing foundation, they constantly integrate best practices and tools into their work.

I am passionate about design.
Registered Graphic Designers understand that a strong and unified voice advances the practice of graphic design. They are committed professional members of the Association, and raise awareness of the important role and value that design brings to business, society and culture.

I can connect you with reliable industry suppliers.
Registered Graphic Designers access a network of suppliers, services and allied professions. They can assemble a team to execute simple or complex projects including illustrators and photographers, writers and translators, printers and product manufacturers, developers and social media strategists, to name a few.

Why ask for an RGD?
Untrained, unskilled individuals may offer “design services” but their lack of up-to-date knowledge, professional experience and ethical accountability could put your deadlines, budgets, project outcomes and reputation at risk.

How to choose a designer?
Before hiring any designer, review their experience and work samples, request and contact references and meet with candidates to discuss your project. Designers need to understand your strategic objectives and the goals of your project to determine the costs involved. Use the information provided by all candidates to choose a designer who is capable of meeting your needs. For greater assurance, choose an RGD.

Learn More

AR PRO CYCLING TEAM // Website Redesign

How I helped: 

  • Discovery & requirements gathering
  • Developed information architecture
  • Documented design requirements
  • Designed & built the website
  • Trained the client to manage the website

Impact & Results: 

  • Engaging, accessible, organized and easy to navigate website that displays well across all devices (fully responsive)
  • 430% increase in community based donations
  • Happy sponsors
View Website

Claritas RX // UX + CRO audit & remediation

How I helped: 

  • Discovery & requirements gathering
  • UX audit & recommendations
  • Re-design based on recommendations
  • Implement revisions via Wordpress

Added CTA button above the fold to prime users and capture potential conversions early on.

Broke a single large paragraph into a heading, subheading and two short paragraphs, making it easier to quickly scan and digest the section.

Added blue background to CTA and moved it above the following section to create a clear divide between several 2-column sections while also increasing the visibility of the CTA. 

Replaced carousel images that had embedded text, with images and text overlayed dynamically to enhance accessibility, responsiveness and SEO. 

Increased and made uniform the vertical padding between sections providing more breathing room allowing users to focus on one section at a time. 

Replaced image that had embedded text with html/css generated text to enhance accessibility, responsiveness and SEO. 

Replaced carousel images that had embedded text, with images and text overlayed dynamically to enhance accessibility, responsiveness and SEO. 

Increased and made uniform the vertical padding between sections providing more breathing room allowing users to focus on one section at a time. 

Replaced single image that had embedded text with dynamic elements, to enhance accessibility, responsiveness and SEO. Animations were applied to draw attention to the figures. 

Added a demo request form on the page to prompt users and simplify the path to conversions. 

Impact & Results: 

  • 313% increase in click rate
  • 129% increase in average user engagement time
  • 104% increase in video completions
  • 11% boost in page speed score
  • 12-second reduction in load time
  • Enhanced accessibility

Dream Team: 

  • UX Consultant/Front-End Dev: Aaron Neilson-Belman
  • Marketing Strategist: Caroline Maselli
  • Project Manager: Sara Payne
View Page

*Due to contractual obligations, I am unable to share documentation, sketches, diagrams or other assets I created while working on this project. 

CFGI // Website Redesign

The Challenge: 

The client was dissatisfied with their previous website, citing its lack of modern appeal and engagement.

Additionally, they faced challenges with the site’s workflow, including slow turnaround times for updates and limited control over managing their own content. 

They sought a solution that would give them greater autonomy and efficiency in maintaining their online presence.

How I helped: 

To resolve the client’s concerns about complex workflows, slow turnaround times, and their desire for greater autonomy, I recommended that our team develop their new website using a no-code builder. 
This approach would empower both teams to make swift edits and updates, significantly improving efficiency and streamlining the overall workflow.
  • Discovery & requirements gathering
  • Developed information architecture
  • Documented design requirements
  • Trained design team to use a no-code builder
  • QA'd designs and built pages
  • Trained the client to manage the website

Impact & Results: 

  • Engaging, accessible, organized and easy to navigate website that displays well across all devices (fully responsive)
  • Easy-to-update website that enables the client to make autonomous updates

Dream Team: 

  • Web Projects Lead: Aaron Neilson-Belman
  • Lead Designer: Larissa Gazzoni
  • Editorial: Chris Hassan
  • Project Manager: Oscar Franco
  • Content Marketing Strategist: Tricia Calder
View Website

*Due to contractual obligations, I am unable to share documentation, sketches, diagrams or other assets I created while working on this project. 

CivicRisk Mutual // Website Redesign

The Challenge: 

The client approached us eager to begin a long-overdue website redesign, feeling their existing site was outdated, stagnant, and misaligned with the brand image they wanted to project.

They were looking for our expertise to not only refresh the design but also to improve the information architecture and user experience, ensuring the site better represented their vision and goals.

How I helped: 

I led the website redesign project, beginning with an in-depth discovery session to gain a deep understanding of the client’s customer base and their key objectives for the site. 

Utilizing Screaming Frog, I created a detailed content inventory and analyzed Google Analytics data alongside a comprehensive site review. I then conducted a Keep, Update, Delete (KUD) analysis to inform the development of a new site map. 

After gaining client approval, our Design and Editorial teams swiftly took over, crafting fresh copy and designing a modern, engaging look and feel for the new site.

  • Discovery & requirements gathering
  • Developed information architecture
  • Documented design requirements
  • Provided guidance to designers
  • Performed quality assurance on designs & development

Impact & Results: 

  • Engaging, accessible, organized and easy to navigate website that displays well across all devices (fully responsive)

I’ve shared the site with the team already and there’s nothing but great feedback from everyone… Congratulations to you and to everyone else on the team that contributed. I mean, let’s face it, you guys did all the hard work – I just gave it to you and look what you all achieved. Well done and thank you very much – the site is beyond any of my expectations.

Client feedback

Dream Team: 

  • Web Projects Lead: Aaron Neilson-Belman
  • Lead Designer: Lauren Monaco
  • Lead Developer: Fritz Bester
  • Editorial: Natalie Bispham
  • Project Manager: Julia Hergart
View Website

*Due to contractual obligations, I am unable to share documentation, sketches, diagrams or other assets I created while working on this project. 

Smyyth + Carixa // UX + CRO audit

The Challenge: 

The client approached us feeling frustrated with sub-optimal conversion rates on their website. 

They sought actionable insights to improve the user experience and drive higher conversions, aiming for a more effective and engaging online presence.

How I helped: 

I conducted a comprehensive UX and CRO audit, leveraging data from Google Analytics, Hotjar, and a heuristic evaluation of the website. After presenting the audit findings to the client, we engaged in a detailed discussion of the key insights. 

Following this, our team was tasked with implementing site improvements based on the audit’s recommendations to enhance performance and user experience.

  • Discovery & requirements gathering
  • UX + CRO audit & recommendations
  • Provided guidance to Design in the creation of revised mockups.
  • QA'd designs and implementation

Impact & Results: 

  • 97% increase in average user engagement time
  • 18% increase in form conversions

Dream Team: 

  • UX Consultant: Aaron Neilson-Belman
  • Marketing Strategist: Molly Rousseau
  • Lead Design: Lauren Monaco
View Site

*Due to contractual obligations, I am unable to share documentation, sketches, diagrams or other assets I created while working on this project.