Davey Gold Medalist in 5 Categories:
Mobile Apps/Sites - Business
Mobile Apps/Sites - Services
Mobile Apps/Sites - Professional services
Websites - Self Promotion
Websites - Professional Services
As lead UX designer on the Pereira & O'Dell site redesign, I was eager to create a space that would better showcase the work of this company.
A concern to solve for, was unintuitive information architecture resulting in hidden and disorganized content. I knew an optimized visual navigation for users would increase discoverability and usability for users.
In 2019, I led the Callaway Golf site redesign in both UX, UI and Art Direction. My goal was to find a way to present us as both a media and ecommerce site, while helping the brand move toward an modernized look and feel without alienating their established consumer base.
Data showed us that very few people were engaging in our rewards program, and it was clear there was a lack of incentive for users to engage in this program.
My goal was to create an interactive site where users were incentivized to click and watch our content and would in turn earn points that would go towards purchases. This was a program we had been offering for many years but had been completely hidden in the fine print - so I went the opposite direction and created an oversized dashboard for the user to easily see and track their points. In addition, I created a notification based navigation that would alert customers of either new content or new product releases that would earn the user more points leading ultimately to more purchases on the site.
Ivy Leaf approached me to build the brand identity and digital user experience from the ground floor. I had the pleasure of creating their brand identity, packaging, and e-commerce site.
Using Shopify’s section features, I created a variety of layouts the brand could easily toggle on and off.
As lead designer at BVACCEL's largest account, I work very closely with the team at Kopari by helping strategize design solutions for the best overall conversion and user experience.
Collection Page Redesign
In the first 3 months since launch, my collection page design has achieved a YOY 61% increase in page value, and a 120% decrease in exit. Additionally, as a landing page, this template is averaging an increase in conversion rate of 2.16% which has directly generated a YOY increase in revenue of 851%.
Navigation Redesign
For the Kopari navigation, I wanted to give the user a glimpse of what each collection represented from a quick first glance. I included a scroll bar of products, and a user education section with iconography that acted as a bullet point list of beauty benefits.
On mobile, I wanted to get the user to their destination in as few steps as possible. So we used a liquid script to auto stretch this collection list based off the users screen size. This navigation will act as a full screen menu on any sized device and will allow Kopari to continue to add collections to their line.
Homepage Redesign
As lead designer on the MVMT account, I designed this homepage to achieve both, a great user experience, and also to put Shopify's sections feature to use, so we could execute tests to achieve the most optimized hierarchy.
Product Page Strap Upsell
The strap upsell was designed to increase average order value and to help customers find straps to customize their new watches. The AOV YOY increase of 8% in the 5 weeks since launch has contributed to a 5% increase in revenue.
Conceped Layouts
Design
With Lumee’s 18-24 year old audience in mind, I set out to craft an interactive and educational experience designed to delight on mobile screens as well as desktops.
My process for the Lumee redesign began with an in-depth U/X Audit, to highlight points of friction and gaps that I could address in the design stage, revealing areas of opportunity to create better outcomes.
With a full screen image and a persistent “Shop by Device” shortcut tool along the left hand side of the page, users can identify with the brand and immediately locate the products relevant to them. On hover, the Shop By Device tab shows all the shoppable device types from any point of the user’s journey. Moving down the page, asymmetrical content blocks cater to their artistic audience and create a smooth visual flow down the page. Anchoring the experience is a new-user onboarding section, displaying the two product types to communicate the value. Additional content blocks below highlight content and commerce, along with a product carousel to encourage cross-selling. The entire homepage is designed for optimization using Shopify sections.
My vision for the collection page was to have a vertical toggle that would populate product content below as you moved up or down the navigation. This same concept is reflected horizontally on desktop.
This was an After Effects video I made to feature a few of the clients I've had the privilege of working on at BVACCEL.
I worked for HBO as one of their first in-house designers, exploring UX design solutions for web and mobile experiences. I tested prototyping tools, worked with motion, and created mood boards and layouts. Using Quartz Composer and Adobe After Effects, I designed both interactive mockups and video demos for apps. Additionally, I worked directly with the lead designer of the HBO GO Xbox app to troubleshoot and adjust code in final stages before launch. Because HBO's work environment was similar to a start-up, the experience indelibly shaped the way I approach design and UX.
Typography
Design
I concepted layouts with site merchandisers and assisted in choosing photography to help each design.
During my time on the Beauty team, I streamlined our "Gift With Purchase" design process. Today designers use the design model I created so that typography and image scale are all consistent across all campaigns. Because these projects are so large, this has saved us a lot of time and have guaranteed these projects to look clean and amazing every time.
