Design and strategy for product and UX with over a decade of experience— from billion-dollar e-com optimizations to full product launch.
Self
UX Strategy Freelance, Jan 2023 - Present
Led UX strategy with cross discipline teams and business leaders to tackle unique and challenging opportunities across web and platform initiatives.
Freelance agencies: Fortnight Collective; Instrument (Amazon AWS, Fanatics).
Work currently under NDA, but consisted of wireframes, user research, content strategy, loyalty program framework, UX strategy, and user journeys.
Head of Product Strategy, Jan 2021 - Sept 2022
Led product strategy to build an all-in-one software solution for photographers from the ground up. I designed tools that helped the photographer manage their business, as well as communicate and transact with their customers. I managed the design team, working closely with project managers, developers, and business strategy to launch the full product mid-2022 with a full pipeline of feature updates.
Director of UX Strategy, Jun 2021 - Nov 2021
Led UX strategy to design a whitelabel e-sports tournament hosting platform, allowing brands to easily step into the competitive gaming sphere and reach gamers. I coordinated the design of both player and brand experience for Wal-Mart’s Rewired Fest, ensuring the tournament software, communications, and brand requirements were all implemented.
Sr Experience Designer (freelance), Aug 2020 - Dec 2020
Created an in-store narrative experience via smartphone that helped guide holiday shoppers using AT&T spokeswoman Lily. I helped map out the underlying backend logic, interactive dialogue tree, and user journey. Implemented in 5,400+ stores nationwide. Winner of three LA Addy awards (mobile app and mobile interaction, tools and utilities categories).
Sr Experience Designer, Jun 2014 - Jun 2020
Domino’s wanted to make ordering pizza anywhere a reality. I designed experiences (wireframes, user journeys, product strategy) for ordering on a number of devices that helped realize this business goal. Tech included: Text & Tweet, Smartwatch, Smart TV, Zero Click Ordering, Alexa and Google Home, chatbot ordering.
In addition to the above, I helped redesign, test, and implement updates to dominos.com and the Domino’s app. As a billion dollar e-commerce company, every decision was made to optimize the ordering experience and limit friction across the entire user journey. My updates resulted in over 25MM revenue lift, bounce rate reduction, and increase in revenue per visit.
Read how I approached UX strategy with Domino’s and Gamers →
Sr Experience Designer (freelance), 2021, 2023 various
I helped Uplift BNPL (buy now, pay later) redesign their previous site to address both optics and usability concerns. In addition to optimizing the payment portal user journey, I also provided a content strategy around consumer education to provide guidance on overall program details as well as participating vendors.
I provided content strategy and SEO optimization for BrightFarms.com redesign. With a number of competitors in the CEA space (controlled environment agriculture), it was important for BrightFarms to stand out, not just visually via package design, but digitally as well. Worked with client to make data driven decisions to solve for their target consumer.
For a more comprehensive look
at the work available here