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 statistics on how to maintain a productive workplace for all ages. The goal for the design was to create a design 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.
First Data wanted to create an easy way for current merchants to apply and receive funding the same day. I was tasked with designing an intuitive and clean sign up flow so merchants could take advantage of this offer and quickly convert. I was also responsible for designing the admin side where merchants can easily update their credit card information, manage their notifications or opt out of the financing all together. I worked closely with the First Data funding team in Atlanta to understand business objectives and offered solutions to make the process as simple as possible, by reducing points of friction or unnecessary information that might lead to user fall off. The feedback was overwhelmingly positive and the merchants were able to sign up with little to no calls to the help center.
Clover Listings, a First Data product, was created to help merchants better manage their online presence. We partnered with Yext to offer merchants the ability update their business information one time, and publish it to over 70 third party sites such as Google, Yelp, Facebook and more. In addition, business owners can manage all their reviews in one place and access analytics showing customer trends and insights. I worked closely with the Yext team to learn from their best practices via testing and obtain an understanding of all their analytics and data. Working closely with the product team, we determined the flow of the entire product, discerned which data points would be most valuable for these merchants and designed a clean and intuitive experience.
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.
Clover Online offered many different types of themes for businesses. One large segment is the restaurant space. I was tasked with creating the customer experience which included the restaurant theme, menu design, contact page and the order checkout flow. I also designed the merchant admin pages so they can add online ordering to their restaurant theme and setup their menus.
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.
Clover Online is a product created for First Data merchants to easily setup an online website or store. The prior design was not very user friendly or intuitive and I was asked to lead the redesign efforts. I started by analyzing the data and merchant feedback as to why they were not completing the signup process. We learned the merchants were overwhelmed by all the options and order in which they forced to complete them. Instead of a prescribed checklist, I suggested having a more organic checklist, where merchants can choose what order they would like to set things up, with feedback loops once completed. The design editor was also cumbersome, and I created a new flow that enabled merchants to see their design changes in real time. The redesign was well received and many more merchants are completing their websites as a result.
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.
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.
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.
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.
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.
Airfarewatchdog is a fun quirky site that provides great unadvertised airfare deals. The design was extremely dated and I was able to convince the product team to redesign the site after I initiated a user testing session. We learned that users found the site very confusing and stale. I was tasked with creating a new fresh look that would invigorate the site and create a better user experience for the customer. I started out with wireframes to gain alignment on content and information hierarchy. My goals for the design was to keep the fun quirkiness of the brand, yet have it feel modern and relevant. I used illustration versus photography in order to maintain an approachable interface. I also cleaned up the product page and created more hierarchy and order so the information was more easily found.
This is still in progress, but represents some early stage exploration.
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.
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.
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.
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.