That's a trendy way of saying I'm a Creative and user experience leader.
But I bring more to the table than whitespace and wireframes.
In the year 2000, I started my professional journey as a Web designer for a technology start-up. The lean nature of our team required me to get hands-on with the other business functions, and my natural curiosity drove me to ask questions about everything. This exposure provided me with insights far beyond simply designing a website or product interface.
Fast-forward to the year 2013: A lot has changed in the digital world, but change is a good thing. I'm now a Director of Design and UX, and over those 13 years I've also gained experience with content strategy, branding, digital marketing, Web technologies, research and analytics. Now, I leverage all of my learnings to connect the dots between business goals, brand strategy, product requirements and engineering capabilities to design end-to-end customer experiences with greater depth, and success, than most.
Specifically, I can lead the vision, creative design and execution of websites and products that will reinforce their brand and serve their business. Whether the goal is to support traditional marketing efforts or requires a laser-focus on engaging and converting visitors, I know how to design tailored experiences for targeted audiences. I also have considerable experience optimizing existing websites and products by carefully analyzing engagement metrics and a/b testing alternative design ideas.
Finally, I'm a team player and that's important because design is a team sport. I make sure all stakeholders are tightly aligned, so the goals of each function are clearly defined and carefully considered. The result is a vision that will ensure the collective output is an eye-catching, choreographed and successful experience... for everybody.
We had a noble cause - to repair a service industry that was broken. So we took apart the appliance repair experience, piece by piece, and put it back together again - the right way.
I was in charge of all UX&D for Repair.com. The website's job was to introduce and reinforce our brand narrative and engage visitors. It also had to convince visitors with a repair need to give us a call, so I introduced a conversion strategy that employed predictive analytics, dynamic messaging, push/click chat and a local service availability search.
Oh, by the way, we fixed repair.View Archived Website
Repair.com needed to build a brand. We had a great dot-com, and while that's a great start, it's not a brand. So the first thing we did was to define a service experience that would disrupt the existing repair industry and win over consumers with incredible value.
The next thing needed was some expert help. So we partnered with Made Movement to drive the creation of our brand. Not only did Made help us establish an awesome logo, they helped us create an even more awesome brand story, tone and point of view. See for yourself:Read our Repair Repair Manual
I was the stakeholder for the UX&D for ServiceBench's much-needed makeover in 2012. We needed to make a big impact, so we partnered with our trusted friends at MAG7, a super talented local design collective.
Service Management Systems like this aren't very common, so the first thing we did was to educate ourselves. The massive capability and reach of ServiceBench stood out to us very quickly. It's one of the biggest platforms online. So we developed a messaging strategy that spoke to its power in a way that resonated with both prospects and industry insiders. Then, we designed a powerful visual language that showcased its innovative nature.Visit Website
Social networks have become an important digital channel for most businesses. We wanted to help our customers gain an edge and make an impact with prospects and customers. So we built MPACT to provide a single location to manage social networks and monitor social networking engagement.
This app enabled users to simultaneously post content to all their social networks and website blogs at the same time. It also provided social network and website analytics to help measure the results, or MPACT, of their efforts.
I led the User Experience and Creative Design teams for Network Solutions. My team was essentially an internal agency for the company. We owned the UX&D for every digital touch point a customer would experience: purchase path, product management, mobile Web and apps, landing pages, display ads, etc.
I also spent considerable time optimizing our Storefront experience for optimal revenue generation. This involved constant user research and a/b testing to ensure a balance between ease of use and conversion.View Archived Website
In early 2011, I led the mobile Internet strategy for Network Solutions, which gave the company its first mobile Storefront and Account Manager. Customer's could now buy and manage products from anywhere.
I chose to use the Web for our mobile experience, as opposed to investing in app development. There was a lot of fragmentation at the time in the Android app marketplace, so software delivery (apps) was extensive and expensive.
By creating a Web-based mobile experience, we were able to connect with everyone with one code base. We also gained efficiencies by using platforms and business intelligence already in place on the desktop website.
I worked at Network Solutions for a loooong time. During my decade plus at Network Solutions, I worked on two comprehensive rebranding and website redesign efforts - and I led the most recent redesign and rebrand in 2009 which won a Web Marketing Association Award.
Clearly, I have some more typing to do here.
I was tasked with overhauling Network Solutions' Account Manager with one primary goal: reduce the number of phone calls to our support center. If we could reduce calls by 10%, the company would save $1 million annually.
My strategy was to focus on using data and then design a very usable, and tailored, interface. So I started by ranking every product by frequency of use and percentage purchased. Then I conducted a massive traffic/click analysis. The last step was to contact the call center managers for a list of top call drivers. With all this data at my fingertips, I was able to create a focused and informed strategy to attack the head, not the tail.
Oh yeah... we reduced calls by 16%.
I inherited this classic domain brand when Network Solutions was acquired by Register's parent company, Web.com, in 2011.
Register.com already had a standardized style guide, so there was no reason for me to invest in a redesign. But I was confident that I could optimize the website to generate more cash.
So one of the first things I did was to successfully optimize Register's homepage. It was the first time in years that a new version of the homepage outperformed the baseline in an a/b test.
Goodbye, old baseline. Hello, money.
I guess it's not hard to believe that the first app I designed for Network Solutions was a domain name search and brainstorming tool. We wanted this app to be a bit more engaging and useful than standard domain searches. So, with some inspiration from Urban Spoon's app, we built a tool that allowed users to enter keywords and then shake and spin their way to domain name suggestions.
Now people could brainstorm domain name ideas anywhere — and most important, they could buy domain names from anywhere.
Shake, shake, shake.
A long, long time ago in the year 2000, I got my first job at a start-up called ImageCafé, a pioneering first-generation website builder. If we weren't the first online website builder, we were a close second.
I am not showing this because it's an amazing example of design (it was good "back then"). I am showing it because of the rich experience I got working on the product. After ImageCafé's acquisition by Network Solutions, my responsibilities grew and I was leading creative/UI design, as well as de facto product guy.
ImageCafé became a core piece of the company's evolution from domain name registry to a full service small business enabler.
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