Successes

Some brief summaries of projects I've counted as wins. If you'd like to learn more about any of these, get in touch; I'd be happy to talk your ear off.

An animated gif of Borat surrounded by villagers, all celebrating

⚡️ F-150 Lightning "Lux Truck" Homepage

(October 2023 - July 2024)

A section of the F-150 Lightning vehicle homepage.

Challenge

How might we target a discrete audience of high-income, outdoorsy, luxury-SUV-oriented potential customers with a variant version of the F-150 Lightning's homepage?

My Role

Design and Content Strategy

Approach

  • Understanding how competitors in the luxury adventure SUV space marketed their vehicles with competitive analysis
  • Collaborating with the marketing team to understand any existing research they had in this space, and feeding what we learned back to them
  • Defining and refining the core value proposition of the Lightning to this particular audience
  • Auditing our available imagery to identify gaps and specifying what we would need from an upcoming ad agency photo/commerical shoot in order to populate this page
  • Selecting images from the new creative and working with writers and legal to draft new copy

Outcomes

  • The variant homepage was A/B tested alongside the default homepage and saw a statistically significant increase in conversion to the Test Drive and Built & Buy workflows

⬆️ Back to Top

⛽️ Circle K DesignOps

(January 2022 - November 2022)

A user journey map detailing the current experience of enrolling in a Circle K program.

Challenge

How can we unify the customer experiences across the convenience store brand's various digital services and programs when each is developed by different third parties and there is no in-house design team?

My Role

UX Designer, Design Systems, Researcher, Design Recruitment, Managing Design Team

Approach

  • Designing a centralized enrollment flow used for the loyalty app, beverage subscription service, and rewards debit card program
  • Enhancing the design system and evangelizing it to 3rd party development teams and internal stakeholders
  • Interviewing candidates for an in-house Design Manager role
  • Iterative usability testing

Outcomes

  • Circle K hired two of my recommended candidates, who eventually took ownership of our design work
  • Several redesigned products shipped and saw increased conversion rates
  • Measurably increased the organization's design maturity

⬆️ Back to Top

👁️ Icon Town

(March 2017 - July 2017)

Icon Town's homepage

Challenge

How could we made an enterprise icon library containing more than 3,000 distinct shapes and 50,000 image assets easy to navigate, search, and organize for both our customers and our coworkers?

My Role

Leading a team of designers wearing multiple hats to design the governance process, database architecture, and UI. Afterwards, developing the front end of the application and working to maintain the library long-term.

Approach

We started by digging into the icon-related problems our customers were struggling with, what developers needed to know to use icons correctly, what designers needed to be able to organize them, and what all three needed in order to find the right icon. We also learned more about the technical details of how the icon library existed in the software. The final product prioritized grouping image assets that shared the same meaning, being able to tag and search every kind of content, being able to show changes to an icon over time, and being able to recommend which assets were the best to use.

Above all, it was a reliable source of truth that was synchronized programmatiaclly with real development, so it was always accurate and up-to-date.

Outcomes

Icon Town continues to be used extensively by Epic employees and our customers. For designers, it's an easy way to find source assets for mockups, and for customers, it makes customization involving icons much simpler.

⬆️ Back to Top

🔑 Sijilli

(January 2018 - April 2018)

A refugee child having his information entered in Sijilli

Challenge

How can healthcare organizations working in refugee camps establish medical records for an ever-changing population that will continue to support refugees' care even after they move to another location?

My Role

Designing and rapid-prototyping the user interface of the application alongside a team of developers and QA testers.

Approach

I focused on creating a UI that would require no training or knowledge of other electronic health records, prioritizing form usability across both laptop and tablet form factors.

Outcomes

As of February 2019, over 6,500 Syrian refugees had a Sijilli record.

⬆️ Back to Top