As a user experience Designer, I seek to be a part of teams that create Objects that inspire, Systems that perform, and (ultimately) a World that works... for everyone.
As the Director of User experience for Event Farm I redesigned many key features of the platform from the ground up employing a user-centric approach. I also was tasked with optimizing existing native apps and launching new ones that all synced with the main SaaS platform.
B2B Event Marketing Platform
Event Farm is a B2B event marketing platform. Clients include Nike, Politico, Google, and Facebook. The challenge was create a UX and interface focused on the people leading events for these companies as the primary userbase.
Native App • Listed by Event Farm
The app was designed to leverage one of the more powerful segmentation features of Event Farm. An event organizer can create a specific ticket block user to distribute invitatations on a very focused app.
Data Tables & Interaction
Events had only been displays as thumbnails. The Event List View was designed to bring actionable data forward to the user in a easy to understand snapshot. User feedback was very positive.
Address Book • complete re-design
The original Event Farm Address book had scaleability problems. The code base had to be retired. I lead the team in a complete reimagining of the UX and interface. It launched Jan 2018.
I implemented a workflow that allowed rapid prototyping: Sketch > InVision > Zeplin > Design support during dev sprints. Doing most of the heavy lifting right in Sketch allowed quick updates to prototypes and Zeplin which supplied devs with usable markup.
UX Director / Creative Director
Leadership of the UX team: • Customer journey mapping • Wireframing & Prototyping • UX & Design on Virtual Reality projects (HTC Vive & Oculus) • Defining interactions in virtual environments.
Leadership of the Creative team: • Creative Direction (print & web output) • Branding initiatives (visual & narrative) • Video content (creative direction) • Lead the rebranding into Hydro Studios (formerly Managed Digital)
MyKB • UX Design
Over several months took on the challenge of digitizing the home buying process. Using Axure to prototype, the home buying process was mapped out and the interactions oltlined.
VR Demo • Virtual KB Home
Full VR Demo (using the HTC Vive) of a virtual KB Home. Oversaw the developer, designed interactions, and helped create an experience that allows a user to customize a virtual home and save preferences.
Native App UX & Visual Design
Information Architecture and User Interface development, onboard app proposal for an for a cruise line.
USGA • US Open Installation
Design, planning, and strategy work for the interactive activities in the USGA tent at the 2017 US Open. This included designs for physical installations, digital interactions, and RFID integration.
Hydro Studios Reel
An outline of some of the many projects I worked on while at Hydro as UX Director / Creative Director
As the first Director of UX hired by Loot Crate, I built the UX practice from the ground up, hiring and managing a team of two UX designers and two visual designers. I executed conceptual design, digital campaign layouts, user testing, focus groups, production of video content, conversion optimization, site navigation, taxonomy, and prototyping new crate lines.
Designing Mystery Boxes
Loot Crate from a single SKU company and I helped lay the ground work for the company to launch new themed crates as they scaled up. This included prototyping concepts and running in person user testing with physical prototypes.
Manage Account UX
Designed an account dashboard using Bootstrap 3 to allow users to easily manage multiple subscriptions.
New Product Launches
Created modular page designs to support new product launches including: Loot Anime, Loot Pets, Loot Wear, Loot Gaming, Firefly, and Star Wars. (to name a few)
The Skip-a-Month feature was designed to recover user that were about to cancel. After the feature was deployed, user churn dropped by about 5%.
Producer • Loot Crate "Personified"
In partnership with the creative director, storyboarded, scripted, planned, and produced the Loot Crate Personified video to accompany the launch of a new homepage and navigation. Managed 3rd party vendor for video production.
Story based Checkout flow
I designed a single page checkout flow that was lid out like a graphic novel. This was both on brand for the company as well as bringing a dynamic aspect to something as rudimentary as checkout.
With over 50% of traffic from Mobile devices, a mobile first strategy was a necessity.
Digital Content Delivery - Loot Pins
As of Jan 2016, every Loot Crate shipped with an enamel pin that unlocked digital content. An interface was deployed that checked if the Looter had an active account & distributed a Third party redemption code.
Looter News • Set Design
Set design & management of fabrication vendor. Loot Crate creates a lot of video content and we brought the set up to date to reflect the maturing brand.
UX strategy and direction of all the Magento product offerings, the UX of the Magento product itself (both SaaS and Deployed), and development of the UX team.
Designed the complete UX repositioning Magento Connect as a separate property. Magento Connect is the world's largest cCommerce Application Marketplace. It allows merchants to install extensions to their store with the same ease that it takes to install an App.
Total UX re-design of Magento 2.0 (Launched 2016) The next iteration of the Magento product line is being designed with great user experience as its defining principle. Working with teams in Kiev, San Jose, Austin, and Culver City to make the vision into a reality.
UX Lead on the October 2013 relaunch of Magento.com and all its properties. Designed the new IA "multi-site" strategy to provide users easier access to the content that is relevant to their needs.
Magento.com • Design & Re-Platform
Beyond just a look & feel update, the information architecture and taxonomy of the website was completely re-imagined. The site was also re-platformed on a Drupal CMS - in 90 days.
In April of 2013, the original concept for taking the old Magento website and splitting it into a Multi-site approach. The old Magento website had grown so quickly that it was hard to find any relevant information.
This was dubbed Multi-site because even the smaller sites were way too large to be considered a “micro-site” and stood alone as robust parts of a large ecosystem.
Keeping the Start-up Mindset
I was the Director of UX st Magento for 4 years, Just a few months later the company was acquired by ebay, greatly expanding the role. Even as part of a large company, Magento's core was as a start-up. The UX team worked hard to maintain the agile mindset that had brought us success.
Commerce Experience Research Labs
For the annual Magento conference in Las Vegas, I designed & organized a research event. The Commerce Experience Research Labs or C.E.R.L. was born. Yes, we had lab coats.
Dear Magento • Interactive Research
The "Dear Magento" board allowed conference goers to write either "love notes" or "we need to talk..." messages and display them publicly. The UX team interfaced directly with end users and incorporated the feedback into the product.
User Scenarios • ebay Enterprise
These storyboards I drew were used as a way to discuss the intersection of Magento & ebay Enterprise in a dashboard experience.
I drew the storyboards as part of the ebay pre-vizualization (PreViz) project. Capturing the concepts in the form of user scenarios and illustrating them fostered new insights for the ebay PreViz team.
A brilliant hire
Tonima Das, one of the best hires I ever made. Here she is interviewing stakeholders companywide as we planned out the sitemap and information architecture for the relaunch of the Magento website.
Magento Connect • Complete re-design
Ground up user experience design for Magento Connect, the largest eCommerce extension marketplace in the world. Wireframes, interaction models, and faceted navigation.
magnify360 is a marketing optimization platform that increases conversion by personalizing each visitor’s browsing experience in real-time.
Responsible for managing the delivery of optimization strategies for all magnify360 clients. Creation of delivery processes. Providing leadership and direction to the Creative Director, the creative team and contractors. Also integral in closing over $250,000 in new client contracts by presenting the optimization approach during the sales cycle.
Responsible for tracking of conversion rates and revenue per visitor (RPV) to assess the performance of profile based optimization.
UX approaches for Seagate while Director of Optimization at magnify360 - Multivariant optimization strategy & UX Design. Pictured is the best performer which delivered 68% lift in conversion over control.
intuit GoPayment - Multivariant optimization strategy & UX Design. Over 21 different experiences designed & tested. Pictured is the best performer which delivered 32% lift in conversion over control.
Magnify360 Demo - Landing Pages
Using a jQuery code injection allowed the m360 platform to run multivariant testing on landing pages. They were doing this before companies like Optimizely took it big.
Comcast xfinity: Working with a world class UX team to provide the strategy and direction for the development of a 10-foot television interface for the xfinity set top box.
Creation and delivery of detailed product specifications as well as working with the creative director and designers to produce designs that match the original UX intent. Approach for the interface and UX was synced with the iPad application.
• Direct interaction with the Comcast users on-site in Philadelphia.
• Developed test plans and ran a series of focus groups at Comcast's user testing lab.
• Consolidation of the test results and recommendations to Comcast based on focus groups.
Southern California Edison: Provided a strategic and tactical approach to on their Electric Vehicle (EV) initiative. Developed an awareness campaign, mass media approach, and a social networking strategy for SCE to reach out to current and future EV owners.
Mobile Control Apps
User Experience design for 10 foot television interface. Next generation set top box. Integration with iPad and iPhone application. Conducted extensive user testing at Comcast's onsite lab in Philadelphia.
Faceted Navigation • 300,000+ titles
UX Wireframes for Comcast xfinity faceted browsing solution. The requirements specified a scalable interface starting with 3oo,ooo titles browsed via a TV remote.
Designed a dynamic fitering system for the Comcast xfinity set-top box. Xfinity was the first set-top box that could receive Ui updates over the web.
Hierarchy diagram for Comcast xfinity solution.
Southern California Edison
Developed an awareness campaign and social strategy to encourage EV owners to contact SCE in the vehicle purchase process to get smart rates plans for charging electric vehicles.