In order to appeal to a broader audience, Jetsetter decided to expand their inventory of hotels to feature properties at lower price points for the value conscious consumer. In addition, the request was to revamp the design of the homepage. There were multiple stakeholders from different departments so my approach was to first get alignment on the overall content and hierarchy of the new homepage by designing a wireframe. The goal of the new design was to create more of an emotional connection with the user via beautiful product photography and content. I achieved this by designing a responsive page that allows the images to scale according to the browser for a more immersive customer experience. The styles are also more modern and inviting.
The design generated a 12% lift in conversion and 35% increase in user engagement.
I was tasked with designing the first IOS app for Airfarewatchdog. I was responsible for the overall user experience of the app as well as the look and feel. I partnered with the product team to whiteboard the different scenarios and user flows (sorry, I don't have this!). The goal was to create a clean and simple experience so that users can easily find the best airfares available via featured searches.
The results after we launched exceeded expectations. Featured searches increased by 35% and rev per visit increased 30% compared to mobile web.
Zipcar contracted me to design their 2016 B2B white paper on "The 5 Habits of Happier, More Productive Workplaces." The message relays they are experts on workplace productivity and provides advice and statics on how to maintain a productive workplace for all ages. The goal for the design was to create a look and feel that is more engaging than your typical content heavy white paper. I worked closely with the content writer and marketing team to come up with a cohesive theme and interpret the analysis to create infographics. I introduced a color coding system for each section that enabled Zipcar to utilize more of their color palate as well as help organize the sections. The white paper ended up being 27 pages. Here I am displaying a few sections to demonstrate the visual language and infographics I created for the sections.
Tripket is a travel startup looking to create a "Pinterest" for travel. Their goal is to create a platform for users to document their trips and inspire others. My role was to redesign their initial Android App by improving the user experience, designing a new interface and brand identity. I developed a new color palate that resonated with their female audiences and created a user flow that is more intuitive and engaging. Finally, I designed the creation flow so users can easily upload and edit photos while they are on the go. This is currently in development. More to come...
I was responsible for upholding the brand for Jetsetter email campaigns and worked on a variety of marketing and product emails to promote different offerings.
The product email redesign resulted in a huge uptick in click through rate due to including larger images of the properties and introducing a more modern look and feel. The design also included elements of urgency, such as the days remaining in the sales, that also increased conversion.
Smarter Travel decided it was time to rebrand itself. The website and business cards had not been touched for over five years and it was time for a makeover! The goal was to attract two main audiences: The first are prospective employees and the second are advertisers. In order to appeal to candidates, Smarter Travel needed to demonstrate that they are a cutting edge company. This was acheived through a modern interface and responsive design. I also redesigned their business cards to reflect the new branding.
This is still a work in progress, so more to come!
Clover Online is an application designed for Clover Station to enable small business owners to design and build an online store. I was responsible for re-designing the set up process where I devised a check list for users to set up their account, enter business settings, enable e-commerce and choose and edit a design template. The goal was to create a clean, elegant UI so merchants can set up there store in under an hour. The feedback was overwhelmingly positive and the merchants feel the new experience and user interface is much more intuitive than before.
I was contracted by Liberty Mutual to redesign their Broker Manual as they needed to update their content and wanted a more modern look. The Manual is comprised of 40 pages that provides essential information for Brokers such as Underwriting Guidelines, Required Documents, Marketing materials, Contact Information and more. The project took over 6 months and is available for download on their website as well as print form. I've included a few sample pages here.
Armstrong wanted to redesign their website to update their products and provide their customers with education and inspiration for selecting the best flooring. On this project I partnered with an information architect to restructure the site. I was responsible for delivering a new look and feel that better reflected the beauty and quality of their products.
JDRF (Juvenile Diabetes Research Foundation International) wanted to combine their various chapter organizations into one responsive website. I was contracted by the agency 10up to work directly with JDRF to redesign their desktop and mobile experience. In addition, I was tasked with coming up with a visual system that would provide guidelines for the responsive framework. I was the only visual designer on the project.
Liberty Mutual wanted to take a 4 page brochure and turn it into a 2 page infographic for a more engaging experience. I worked directly with the editorial team to condense the content and select areas that could be communicated visually. In addition, I determined the layout and hierarchy of the information based on their content goals. The result was well received by Liberty Mutual and their clients.
Tingo is a hotel booking site that gives money back to it's users if the price of their hotel drops after they book. My team and I were tasked with creating a new site from scratch for this ecommerce hotel booking engine. After extensive research and competitor analysis, I partnered with product to wireframe the flow of the site. We went through many iterations of the design and here is the latest design of the homepage. Lastly I came up with some fun banner concepts to communicate the money back message and intrigue users to try it out.
AT&T ran a promotion, an all inclusive trip around the world, which customers could enter online via the postcard by choosing paperless for their e-bill.
GMAC Bank wanted to advertise their new CD rates (back when CDs actually had good rates!) via online advertising. I partnered with a copywriter to come up with some fun and engaging concepts to introduce their new offering.
TripAdvisor wanted to refresh their key product pages in order to make the designs cleaner and more digestible. I explored two approaches, one that elevated their look and feel at the time and the second was more of a departure. Another goal was to infuse the large community that TripAdvisor has into the design. Since TripAdvisor was able to use the Facebook API, my solution was to display the faces of the community from their Facebook profile photos as a background collage.
Hotel Watchdog was a new concept by Trip Advisor that provided hotel suggestions based on user search criteria including price, ratings and location. The objective was to create a small mobile site to test user interest in this product. In terms of design, the goal was to create a clean interface of the recommended hotels and display the analysis in a visually appealing and digestible way. The testing was successful, which led to a broader desktop and mobile design of the product.
Olay wanted to feature new products on their homepage and create online advertising. I was responsible for updating the homepage graphics and designing the banner advertiements. The goal was to engender excitement and buzz around their new product launch.
Foodiebytes is an application where users can see how dishes are rated at their favorite restaurants. I was contracted to improve the look and feel of their app for both IOS and Android. The previous experience was very confusing and I was tasked with cleaning up the pages, yet still maintaining the current brand look and feel. I also created a new splash screen that was more fun and inviting.
The design of SniqueAway was becoming dated and we decided to reinvigorate the brand and color palate. The goal was to design a unique look and feel that stood out against the competition. We wanted our brand to be more approachable and fun while others are more high end sleek. I was responsible for the look and feel and I approached this by creating some fun styles, patterns and shapes to give the pages more life and excitement. I also invented the bird illustration that represents sneaking off for an adventure. Lastly I was responsible for redesigning the business cards to reflect the new branding.
The result of the site redesign was a 10% lift lift in conversation and 12% increase in engagement.
In addition to optimizing the product pages, Jetsetter also needed to redesign their mobile check out experience due to significant drop off at check out. The hypothesis was that the calendar and check out would perform better if we removed superfluous steps and designed cleaner more intuitive pages. I partnered with product to discern which features needed updating/improvement and designed separate optimized experiences for both iphone and tablet.
The result was a significant decrease in abandonment at check out and a 59% increase in conversion.
Saturn came out with a new line of cars and promoted them via a banner and landing page campaign. I worked closely with the writer to come up with the banner design and concept as well as the landing page design.