Work
A selection of projects I have led or carried out over the past few years. Each case has an accompanying slideshow.
Mastercard Corporate Lobby Redesign Imagination was asked to develop a new concept for the lobby of Mastercard's global corporate headquarters. I applied a user-centric approach to the design strategy by analyzing how visitors and employees were currently using the space. Those insights, married with a sensitivity to architect I.M. Pei's original design, provided a foundational experience structure that allowed our design team to layer in spatial plans, digital interaction moments and rich storytelling to the overall experience. |
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PBS American Portrait PBS partnered with Radical Media to create a digital platform to be the engagement engine for their 2020 tentpole docu-series American Portrait. The initiative invites all Americans to come to the site and contribute their stories through text, photo and video. Stories from the platform will fuel the content of the televised series. I led the UX strategy, then developed the interface and functionality of the mobile-first experience https://www.pbs.org/american-portrait/ |
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Lysol's Teddy Repair McCann NY developed a program to promote Lysol's Laundry Sanitizer that allowed families to send in their children's stuffed animals to be repaired and cleaned. Because children don't want to be separated from their beloved animals, we developed a tracking system that sends updates from the cleaning and repair process to the family via SMS alerts and a mobile site. The complex project required coordination between multiple agencies, internal RB teams, as well as McCann tech, creative and production. Case study video |
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HBO's DefiantOnes.com
HBO needed a smart way to reach hip-hop and rock fans and build excitement for their documentary event The Defiant Ones. The Deep Focus team and I developed a UGC tool that allowed fans to create a custom selfie video clip that matched the provocative style of the documentary branding. and then share it out to their desired social platform. And with a little patience and detective work, users could unlock exclusive video clips from the film. |
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Journey Mapping Project
for Comcast Starting with a national listening tour to understand the needs and pain points of employees' interactions with their benefits program, we turned our insights into rich personas and then conducted a series of journey mapping workshops with the global benefits team to understand employees' journey to an improved state of well-being . This process helped us design more empathetic communications and create new digital products. |
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PaulAllen.com Design
How do you architect a website that promotes the wide-ranging endeavors of a world renowned polymath with unlimited resources? We knew that flexibility and scalability were key components to the success of the project. That and a "tentacle navigation" that would allow users to explore the down through the connective threads that bind Paul Allen's unique worldview. |
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CoverGirl.com Redesign
in 2014 we launched a redesigned brand and e-commerce enabled site for CoverGirl. Conceived as a "tablet-first" experience, the site speaks to the CoverGirl customer, providing a primary brand destination that encompasses products, CoverGirl culture and activity across all social platforms. The site UX was developed in Axure, allowing for interactive wireframes to capture interaction design in the early stages. The wireframes prototype enabled the team to quickly iterate on the design throughout the process. To accompany the tablet-first site, we developed a mobile site that featured the majority of the functionality of the primary site. P&G did not support responsive sites at the time of the redesign. |
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CoverGirl Fab Lab Beauty App
This cross-platform app helps CoverGirl customers find the products that suit their coloring, skin tone and style. This was driven off the insight that there is product confusion at the "wall". Customers don't know which shade or color of makeup is right for them. Fab Lab provides useful tools to help customers overcome this barrier. |
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Berocca website
Berocca is an wellness and energy tablet developed by Bayer and launched in the US in 2014. Geometry was tasked with developing a digital strategy and website for this new product. The result was a single page parallax scroll site that communicates the product benefits and is designed to appeal to the target customer, the Active Go-Getter. The website was designed by a small, nimble team which allowed for greater experimentation and iteration. The site was built by Bayer's in-house IT department. |
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Johnson's Baby: Let's Speak Baby App
Let's Speak Baby was a concept developed as part of BBDO's winning pitch for the global Johnson's Baby account. I lead the Discovery and Concepting process in which we conducted primary research to gain insights for how expecting and new moms use technology to connect and gain reassurance, and from these insights created a guiding persona. We then developed experience maps to understand how the experience works across multiple platforms, from Facebook, to desktop to mobile, and then how the app evolves over time. Screen comps completed the discovery process and captured the essence of the experience. |
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Second Life User Experience Redefinition
While at Big Spaceship, we worked with Linden Lab to redefine the user experience of Second Life. It was a complex undertaking that included many moving parts. We investigated how to improve the first 20 minutes of the in-world experience - a time that saw the greatest drop-off of new members. This required a rethinking of how a new member is introduced to the conceptual and practical matters of a new world. We developed a quickstart guide (slide 1) as well as new virtual space (slides 2-4) that served to acclimate members in a stress-free way to the world. We upgraded the viewer UI to be more user-friendly (slide 5) and finally designed and built a new website for new and returning users (slides 6-7 showing sitemap an scenario wireframes). Throughout the process we utilized design sprints and rapid prototypes with the client team to tackle different components of the experience. |
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