My professional journey has taken me from Sales, PR, and Marketing to UX, Design, and Development. My vast and unique background allows me to bring a holistic approach to delivering meaningful and effective user experiences across platforms. I'm a thoughtful problem solver, effective collaborator, versatile designer, and masterful storyteller who thrives on new challenges with a positive, purposeful, and humorous zeal.
I've spent the past 6 months traveling, freelancing, and—most significantly—taking part in important conversations with different creative and tech communities about the current and future state of design, user experience, IoT, and AI.
For skill endorsements and recommendations, please visit my LinkedIn profile or inquire within.
The goals of this project were fourfold: To design a landing page that, 1.) Outperforms the current North American and European landing pages, 2). Improves the presence Vistaprint's product options/add-ons, 3). Structurally accommodates for changes in product options, and 4). Better aligns with the Vistaprint brand style guide.
The A/B/C test ran until statistical significance was achieved in Vistaprint's top ten markets for business cards.
Problem: Vistaprint was in the middle of undergoing a major migration of its legacy site architecture to a new platform that would feature a series of hierarchical page templates across the taxonomy. While holiday-specific pages were intentionally deprioritized until migration bugs could be resolved, the team wanted to use the 2017 holiday season to test the analytical and financial impact of switching templates ahead of next year's holiday season. The team recognized that while the new template was a customer tested template, it was still moving further away from the inspirational format of the legacy page, which had been tested, iterated and proved most valuable to customers over time.
Solution: Because the holiday season is so short (statistically speaking), a cross-functional team of product owners, designers and analysts devised a relatively straightforward in-market A/B/C test to kick off the holiday season in the United States and United Kingdom markets. The three pages that were tested included the legacy format, the new site template, and an additional inspirational, long format page designed on customer insights and brand aspirations. Each page was built with intensive click tracking, traffic was split evenly across the three pages and was tested in both the US and UK markets.
Legacy Page
New Template Page
Inspirational, Long Format Page
Results: Both test pages beat the control (legacy), but the inspirational, long format page brought more qualified purchases, a potential $750K a week win. The split traffic was turned 100% toward the inspirational, long format page in the United States and United Kingdom for the remainder of the holiday season and the layout will influence the layout of a new template designed for not only next year's holiday hub page, but also other hub pages across the site.
Problem: Vistaprint, Good Morning America (GMA) and Tory Johnson joined forces for a Small Business Week partnership in which small business stories from five different cities were celebrated each morning on GMA. It was the first time Vistaprint had participated in a sponsorship of this kind and, with almost all Vistaprint media channels involved in the promotional execution, figuring out how to bring it all would have to be quick and seamless.
Solution: The cross-functional team quickly identified the need to create a central place to send people from all the channels' promotions, which included radio spots, email blasts, website banners and social media posts. After assessing the information that Vistaprint contractually needed and strategically wanted to include, overarching messaging was developed and each channel created their respective creative assets. The landing page was pieced together based on the various needs from all the cross-channel components.
Results: Overall, the Small Business Week partnership with GMA and Tory Johnson was a major win for all parties involved. Vistaprint, GMA and Tory Johnson were able to share 23 small business stories with the country and awarded five of those small businesses with $10,000 to support their ongoing community engagement. Reaction on social media was positive and the GMA spots and cross-channel promotions helped position Vistaprint as a small business partner, not just an online printer for small businesses.
Despite the team feeling really proud of what they were able to accomplish, they also left agreeing on the need for improved efficiencies for future cross-channel efforts. A retrospective was conducted, helping shape the process for the following year's execution. In the new format, a project manager brought the cross-channel team together for a three-day intensive think tank where they would prioritize the needs and goals of the partnership and co-create all creative assets. The landing page went from a Frankensteined piece of creative that need to exist to a more simple and cohesive central component. Click here to see the 2017 iteration of the landing page (Roles: Development).
Background: Our cross-functional product team was formed as part of Go Code Colorado 2018, a competition hosted by the Colorado Secretary of State’s Office that challenges teams to turn public data into useful business insights and tools. We were one of ten finalists statewide coming out of Challenge Weekend and had the opportunity to build out a full-fledged product for the final pitch and a chance at $15,000 seed money.
Problem: The State of Colorado has experienced explosive growth in the craft brewery industry. There are over 384 craft breweries today which deliver an economic impact to the state of more than $3 billion a year. The number of craft breweries that fail, however, is also increasing. Through extensive market research, we uncovered why. The biggest factor boiled down to brewers building their physical locations in areas with insufficient discretionary spending and/or oversaturated market competition.
Solution: Brewify is a web application that helps brewers analyze market opportunity, predict future trends, and pinpoint competition. Through a map-based interface powered by location intelligence and predictive analytics, Brewify delivers data-driven insights to brewers looking to successfully build and expand their businesses.
Features:
Results: The beta version of Brewify was launched on Saturday, June 2, 2018. The team is currently working with early adopters to collect feedback and validate data.
Purpose: Newton Parks and Recreation offers recreational programs to engage physical, social, emotional and intellectual development to individuals with disabilities. The sector known as "Newton Area Corporation for the Benefit of Special Needs Athletes, Inc." was undergoing a rebrand as "Newton Athletes Unlimited" and needed a new website to match their new name, style and mission.
Site Map: To understand what NAU wanted and needed on the website, I conducted a kickoff meeting to discuss the vision and discover the needs and wants of the new website. I went home and began laying out their site architecture and we ultimately netted out with this site map. Having a clear understanding of the website architecture gave me a pretty good idea of how many page templates would be needed for the website, but—after some best practice instruction— the NAU team was tasked with drafting all the copy and tracking down supplemental images to ensure the content would fold into the template structure accordingly.
Wireframes: Getting a sense of the copy and images, I was able to discern that the team would need 3-4 page templates (including the home page) to round out their site. I got started creating out the components and layout of the pages (seen here) based on the content and vision. I made these based on a 1024 grid in Illustrator, which was pretty standard at time.
Color Palette Exploration: NAU turned to 99designs for their logo development prior to hiring me to help round out their brand, so the logo and logo colors were the only things I inherited coming into the project. I typically start any color exercise by pulling classic color harmonies (i.e. complementary, analogous, triadic, tetradic, etc.), but also dig much deeper by research color associations to the subject matter, competitor and associated organization color usage, historical significance, and fashion trends (to name a few!). I explored quite a few color palettes for NAU, but here are a few of my favorite from this exercise for NAU.
Design Comps: After flagging a few color palettes, I built out the wireframes into a complete page design with colors, styles, design elements and some FPO images/copy. After seeing everything laid out in front of them, they were able to react to the color palettes and design together for a complete, holistic experience.
Code & Integration: I coded out all the template pages, migrated them into Wordpress and customized their content management system so that they could edit all the content on their own and maintain ownership over time. I created a comprehensive instruction document tailored to their custom Wordpress site and led a training where they were able to become familiar with the Wordpress interface and ask any questions along the way.
When given the opportunity to create an environmental advertisement on the topic of our choice, I wanted to pick a subject matter near and dear to my heart and put it all out there. Board games are timeless and they bring people together, but rarely are they featured in such a big, memorable and nostalgic way.
Concept Development, Art Direction & Design Layout
Liz Osaki & Daniel Blue
This REI corporate advertising campaign centers around the attitude of the health and fitness culture, reaching the target demographic with a message they can not only relate to, but also be proud of and empowered by. So hard core.
Concept Development, Copy Writing, Photography Selection & Design Layout
Homestead by Lost Type Co-Op
