I managed the end-to-end customer experience for a top e-commerce platform. I was responsible for customer behavior analysis, usability testing, site optimization, as well as interaction and visual design. Being involved in testing really helped me use insights to drive the overall design.
The overall experience of FishHawkRanch.com didn’t match that of a successful master-planned community in Tampa, Florida. Mired in a rigid, antiquated template, the old design failed to reflect the vibrant lifestyle and spaciousness associated with the fresh and contemporary FishHawk Ranch community. The redesign included a complete reimagination of the entire site architecture as well as new visual design and interaction patterns that supported the needs of potential homebuyers - all in a modern, responsive web solution.
Network Security and IT professionals are constantly analyzing threats and defusing situations. Reaction times and solutions remain paramount to the job. The redesign provided a comprehensive, quick-ready snapshot of overall security status for busy security professionals.
Conversion for the mobile view of the PDP suffered from usability defects and engagement - findings supported by site analytics and Clicktale monitoring. Customers experienced frustration with repetitive inputs for processing the same request as well as the inability to visually track the customization of an order.
The revision required a different approach - and location - for the zip capture feature. Most importantly, repositioning it shortened the distance between the Option selectors and product imagery thereby reinforcing bouquet customizations.
If delivery information is NOT yet captured, present zip capture feature within a focused modal that precedes the Product Detail page. This sequencing provides a more fluid entry into the PDP.
The opportunity: disrupt the greeting card and retail markets by creating a combined greeting and gift card.
The HP division based in San Diego focused on printers and ancillary products such as ink and media that would generate revenue from the business of printing.
Customers appreciated saving time and the convenience more than anything else. Printing a combined greeting and gift card from home simplified busy lives.
Concept sketches generated stakeholder support.
Print personalized greeting + gift cards in 3 easy steps while at home.
I was the creative lead and art director for Rubio’s, one of Southern California's tastiest and iconic restaurants, during the launch of a new online ordering system. The new design certainly hooked in customers:
Curious. Analytical. Design nerd.
I design. I obsess. I research. I test. I tweak. I prototype. I create.
And I always look at problems from many different angles in the process of translating ideas and concepts into tangible deliverables. I’m not afraid to dig deeper into a problem space or ideate relentlessly to craft a solid strategic foundation.
When it’s time to design, I’ve got the chops to create the visual and emotional language. Work with brand guidelines and design systems? Yep, can do that too. It’s beauty built on a strategic framework.
Most recently, I served as Senior UX / UI Designer at FTD in sunny San Diego, where I oversaw the customer experiences for amazing brands such as FTD, ProFlowers, Personal Creations, and Shari’s Berries.
What can we create together?