Good user experience design should make navigation intuitive, help define the landscape, and tell an evocative story that engages users. As a UX 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 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.
Mystery Subscription Box
As the Director of UX I built the UX practice from the ground up, hiring and managing a team of four UX & visual designers. User Testing, Focus groups, product design, digital campaigns, video content, design initiatives, and conversion optimization
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, LevelUP, Loot Gaming, Firefly, and Star Wars, Loot Crate was a single product company when I hired on.
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%.
Beyond the Crate
The UX team worked hand in hand with visual design, copywriting, and the Service design team to invent new ways to engage the "Looter" community and continually improve products.
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.
Hiring the right people
Two of the amazing people I was honored to hire, Reagan Sirengo (Snr UX Designer) and Khalel Dumaz (Snr UI Designer - Mobile)
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.
In the trenches of a start-up
It is a true joy to work with great people. From left to right: Jeff Wright (Facilities Director) Matthew Arevalo (Founder CXO) Chris Davis (Founder and CEO) and myself.
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.
Acquired by ebay
When I was hired by Magento as the Director of UX, I was also the first UX resource they had ever hired. Just a few months later the company was acquired by ebay, greatly expanding the role.
Keeping the Start-up Mindset
Even as part of a large company, Magento's core was as a start-up. The user experience team worked hard to maintain the agile mindset that had brought us success and made us different.
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.
Magento + eBay Enterprise Demo
This experience was designed to be a very uncommon type of Demo and show the true scope of what’s possible when all of the products, solutions and services you work on every day come together.
A brilliant hire
Tonima Das, one of the best hires I ever made. Her work lived up to the promise of her supercool, infographic resume. I was sad to see her relocate to the Austin office of Magento, but glad she stayed with the company.
Another Great Hire
After a long search I was lucky enough to find Leo Ham to help design great things and define the UX practice. His attention to detail and his customer driven approach were a great addition
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.
Working with a world class UX team to provide the strategy and direction for the development of a 10-foot television interface for a next generation 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 which had been developed by a third party.
Direct interaction with the client including on-site at their east coast offices. Developed a test plan and ran a series of focus groups at the client's on-site testing lab. Consolidation of the test results and recommendations to the client based on focus groups.
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.
User Experience design for 10 foot television interface. Next generation set top box. Integration with iPad and iPhone application. User testing onsite 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.
Mobile Control Apps
User Interface for the xfinity control apps on iPad and iPhone.
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 new clients by presenting the optimization approach during a sales cycle. Over $250,000 worth of contracts closed in Coburn's first four months.
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.
UX approaches for QuiBids while Director of Optimization at magnify360
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.
The Simpsons/EA Mobile
2007 • The Simpsons : Minutes to Meltdown - DHTML and CMS integration. Landing page experience for an old school mobile game that could also be embedded on a website via RSS feed.
Senior UX Designer • mylife.com
2009 • Senior User Experience Designer. Hired by Reunion.com to supervise the corporate rebranding to mylife.com - Complete ground up re-design and user experience for the new website (including design of the new logo)
Director of Product Design • Buzznet
2008 • Director of Product Design for buzznet.com which (at the time) was heavily focused on user generated content (UGC) and curated communities of music fans.
UX • Buzznet UGC upload
2008 • The Buzznet account page required ease of upload for multiple media types to one (or more) of the user's fan communities.
UX & Interface • Stereogum & Videogum
2008 • Stereogum and Videogum - UX and IA, HTML, CSS, complete Movable Type 4 build - StereoGum.com retro-fit and launch of VideoGum.com
UX & Interface • TokyoPop
2007 • TokyoPop.com - User Experience and IA including complete execution and adaptation of designs into a functioning User Interface. DHTML, CSS and PHP Smarty Templates - 250,000 existing users migrated to new site.
Information Architecture • TokyoPop
Conceptual sitemap for TokyoPop. At the time the largest Manga publisher in the world.
Lead Web Designer • Hot Topic
2002 - 2003 • Lead Web Designer, responsible for complete image of the Hot Topic.com site and also the launch of the sister site Torrid.com