Work
My capabilities are expressed over a wide range of work, with skills including usability audits, requirements definition, content strategy, information architecture. interaction design, and data visualization.
Anheuser-Busch / Brand Experience
Because beer isn't just for football games
Our solution was to create an unbranded experience that expresses the range of flavors available in beers. We combined flavor profiles, food pairing ideas, and celebrity-hosted videos with engaging interactions to draw the customer into the experience and become a believer.
Armor All / Brand Experience
Turning fans into fanatics
By creating tools for logging car maintenance, forums for experts and customers to share car-care knowledge, and how-to guides, we tied the customer's love of their cars to the Armor All brand. Promotions, samples, and recommendations increased awareness across key segments and encouraged product trial. Based the success of the program, Armor All adopted the brand created for this experience for their other sites.
LeapFrog / Commerce
Opening up the world of toys
For LeapFrog’s first commerce site, we needed to take parents beyond the Buy Now button into the world of educational learning systems. By introducing the concepts of product families and facets into the commerce architecture, we were able to bring them into environments that let them understand products better than they could in any retail channel.
PayPal / Site Revamp
Taking it beyond eBay
In a revamp of the consumer and merchant sections of PayPal.com, we sought to overcome the perception that PayPal is only for eBay. New needs-based product architecture brought key services to the front of the consumers mind. Coupled with changes to the product pages to reduce jargon, clarify key messaging, and provide easy access to transactional sections—PalPal saw an increase in conversions across products, including a dramatic increase in new member sign-ups.
SOAPnet / Site Revamp
Not your mother’s soaps
Dramas are about characters, not plots. To appeal to a younger audience not familiar with daytime dramas, we developed experiences that let viewers dive deep into the personalities. Exploring the interactions between characters, rhe clothes that they wear on and off the set, detailed biographies and communities—we presented an updated point of view that attracted a new audience to the world of soaps.
USGA / Brand Experience
Exploring the majesty of golf
To support the opening of a new museum, USGA needed a new site that would engage both casual and avid golfers. Based on the museum's physical style, we created a site experience utilizing interactive timelines and photo montages that allowed visitors to feel like they were truly immersed in the exhibits.
