Primary.com launched Spring 2015 as the destination for kids clothing essentials. The site sells classic pieces of a kid's wardrobe (with each item selling for under $25).
I was hired to consult Primary as they began designing the commerce experience. I determined the user experience approach should focus on treating Primary items like consumable products (diapers, paper towels, etc). This is because Primary items are wardrobe staples that parents typically re-order in new colors and sizes (as kids grow).
I created the MyCloset feature as a visual way for the user to quickly assess what's in her closet (past orders) and re-order (in a different color or new size). The process is quick, easy, and more engaging than the typical Order History page.
Primary has a unique user experience challenge that involves size and colorway selections. Users need a simple way to order multiples of an item (in different sizes and colors) in one instance. (This is based on a common use case of a parent shopping for multiple children at once).
Through many iterations of sketching and prototyping, I created a selection tool that allows parents to add multiple items (across sizes and colors) while staying on a single page.
Work included: UX direction, commerce strategy, wireframes, responsive design, prototyping
Shopstyle.com is a commerce platform that allows 18 million monthly shoppers to shop from 30 million products from 1,400 retailers. It drives +$1 billion in sales to its partners which include some of the world’s biggest and most reputable brands and retailers ranging from luxury, big box stores, boutiques and marketplaces.
In 2012, Shopstyle reached out to Code and Theory to get help with a redesign. They wanted to expand their product offering and improve existing features. I worked closely with the EVP of Marketing while leading the Code and Theory UX and design teams to redesign their site. The final result was a responsive site that included new social shopping tools, and advanced faceting to aid in discovery shopping.
Additionally, the redesign included Shopstyle's new product category of "Kids." Creating the category's taxonomy, while aligning it with the new faceting parameters, was an interesting challenge.
I also consulted with Shopstyle (following my time at Code and Theory) on various features, including: favorites, brand pages, and sale alerts.
Work included: UX and design direction, commerce/social shopping strategy, IA/taxonomy, wireframes, designs.
MobiTV is a provider of end-to-end mobile media applications for partners including: Sprint, AT&T, T-Mobile, Verizon and other TV/communication companies.
This project (unnamed) was a white-label TV/VOD viewing experience that capitalized on convergent design. The UX design spanned across four platforms (desktop, mobile, tablet and TV).
Work included: UX and design direction (all platforms), product strategy, research, user journeys, IA, requirement documentation, wireframes, design, and prototyping.
I was hired to lead the usability testing of an early version (see more here). After testing, I created responsive wireframes and interaction patterns that followed my recommendations.
Work included: Leading the user testing process, providing UX direction & recommendations, designing responsive wireframes (as mobile & desktop). Visual design created by Cibo.
I was hired to lead the formal usability testing, as well as create designs based off the testing recommendations (see more here).
Work included: Creating a testing/recruitment screener and testing script, facilitating the testing, synthesizing results, providing UX direction & recommendations, updated wireframes and interactions.
Giftly wanted to pivot from their e-gift (money transaction) product to a solution that was more experiential for recipients. I was hired to help with the product strategy, MVP, and design of the new Giftly (a responsive website).
Work included: UX direction, user research and interviews, MVP definition, archetypes, architecture, wireframes and design.
A hefty strategy document focused specifically on the PDP (product detail page), quickviews, and mobile representation within the retail commerce landscape. The document included industry research, competitive analysis, detailed criteria and scorecards, commerce trends, recommendations and directive tactics.
Work included: UX direction, research and strategy (social, commerce, experience).
Additional Nike commerce work focusing on UX design is seen here.
In addition to Nike commerce strategies, I focused on the UX and interaction design of the Nike checkout experience. I led design improvements on the PDP, MyLocker (wishlist), cart and checkout flows.
Work included: UX direction, research and strategy, user flows, wireframes and designs.
Future-thinking Nike+ mobile training ideas, focused on tools for the new athlete and Nike+ certified trainers. (Concepts were developed in 2011).
Work included: Strategy, sketches
Website strategy and design highlighting features that blend Kate Spade's products, lifestyle-focused editorial, and emerging social efforts. One of the new features included a lifestyle board/feed of aspirational imagery with Kate Spade products (this was pre-Pinterest, back in 2009). The user is inspired, engaged and guided to purchase.
Work included: Strategy, wireframes and design.
Good Eggs offers pickup and delivery of groceries sourced from local farmers & foodmakers. The service has expanded beyond SF, with users and vendors across the Bay Area (and soon, the country). They needed a redesign that focused on the local aspect by offering map-based tools and customization for both the user and farmer/foodmaker.
Work included: UX direction, strategy (product and content), sketches, and design.
The Bay Citizen is a local non profit news organization owned by CIR (Center for Investigative Reporting). They needed a new site that promoted user engagement and innovation in journalism.
Work included: UX direction, strategy, new feature list (PRD), IA, and wireframes.
Shuddle, known as the "Uber for kids" needed assistance as their product offering grew. I was hired to create an internal platform for their Customer Experience team to monitor and react to "rides" in real time. Using the platform's dashboard, Shuddle team members could check the status of current or potential "incidents", communicate easily with their customers and drivers, and track their marketing efforts and audience growth.
Additionally, I created early wireframes for the Shuddle app's carpooling feature (seen first, here).
Unfortunately, Shuddle folded in Spring 2016.
A Comcast set top box application where users can manage and play music videos.
Work included: IA, UX, and design
A white-label NFL app including in-game features, as well as videos, stats, and other content.
Work included: UX direction, wireframes and design.
VIA was my 2006/2007 MFA graduate thesis project from the Academy of Art. It's a comprehensive running system prototype, including a wearable touchscreen device and web application.
Work included: Strategy, R&D, IA, content strategy, wireframes, hardware design, UX design (web application and wearable device) prototyping, and usability testing.