Championed a human-centered design approach, translating complex business and technical requirements into clear, user-centric flows. This resulted in an intuitive, innovative UI and a measurable lift in user engagement.
Championed the Cox homepage redesign by implementing audience segmentation to deliver tailored experiences-transforming the current customer journey and elevating engagement for both new and existing users.
Re-platformed to AEM, and redesigned inline with Cox Design System delivered increase in mobile user’s engagement.
Redesigned the Cox Fiber landing page with an intuitive, innovative UI-driving a 70% increase in desktop engagement and a 151% lift on mobile.
Improved UI design & SEO of YEXT service area page views:
Bundles: ↑22.6% month over month
Internet: ↑10.9% month over month
TV: ↑51.3% month over month
TV-Channels: ↑47.9% month over month
Jostens UX/UI
Collaborated with engineering teams and boundary partners in UX site improvements that resulted in a 22.7% increase in YoY gross adjusted site revenue
AT&T Rebranding
AT&T’s wireless-focused brand identity no longer resonated in the entertainment and enterprise markets critical to its growth. The challenge; reimagine the brand to build credibility in new sectors, support diverse products and audiences, and unify thousands of new employees.
Over 15 years consulting for AT&T, I partnered with enterprise leaders to unify the masterbrand architecture and led the evolution of core brand elements, color palette, experience principles, & more
From Senior Art Director to small business owner, I maintained key stakeholder relationships while improving both agent experience and customer satisfaction for AT&T
I thrived in collaborative and competitive UX environments, partnering across teams and excelling in bakeoff-style design challenges to deliver impactful solutions.
I delivered strategic UX/UI solutions that brought the rebrand to life across channels
Recruited, coached and upskilled digital team resources in the delivery of eCRM solutions, automated DAM templates, and design patterns library for AT&T
Created new experience principles and brand voice and visual hierarchy to unify the brand across business units and experiences
Evolved a new illustration language that complemented the core brand for specific audience needs in contexts both enterprising and entertaining
Contributed to the type hierarchy to highlight and reinforce key benefit statements, ensuring users quickly grasp the most important product advantages
The result is a powerful, dynamic brand which emphasizes cohesion over consistency, allowing AT&T to be credible and recognizable in all of their new contexts.
Introduced the "remote control for your life" strategy, organizing products into intuitive work, play, and relax zones to help users easily manage and navigate their digital lives.
Delivered creative designs for both marketing and UX projects, which included templates, website collateral, emails, user flows, and NDA projects
By combining my skills in visual design and UX, I ensured a cohesive and seamless user experience across different touchpoints.
Equifax UX/UI
Crafted detailed journey maps, service blueprints, experience requirements, and design system library that enabled the UX design of an online subscription model for Equifax
myEquifax™ User flow
Led UX/UI of an end-to-end digital ecosystem that monetized financial products and services as a subscription model fully baked with strategic upsell triggers and value-added features
I led the redesign of Equifax’s financial services platform, a large enterprise client facing challenges with user engagement and complex workflows.
My focus was on improving usability, streamlining complex user journeys, and delivering a scalable design system-all while closely adhering to evolving financial regulations and compliance requirements.
This meant collaborating cross-functionally to ensure every design decision not only enhanced the user experience but also met rigorous industry standards for security and data privacy.
I led a persona definition workshop that brought together cross-functional stakeholders to collaboratively map user journeys. This alignment enabled us to design optimal UX flows tailored to real user needs, ensuring that every team-from product to compliance-shared a unified understanding of our target users and their pain points.
I mapped out compliance mandates alongside user behaviors. I led the creation of annotated wireframes that clearly documented these requirements and included compliance checkpoints at key stages of the user journey. To further support usability and regulatory adherence, I implemented progressive disclosure for complex information and integrated contextual tooltips, helping users understand requirements without overwhelming them.
Outcomes: Passed all legal compliance & financial regulatory requirements Demystified complex financial information Produced double digit increases in revenue Led to consultancy being awarded Equifax design system
AT&T B2B CX
Led the design of a user-centered navigational schema for a tablet-driven B2B experience, aligning content models and technical constraints-resulting in a 21% year-over-year revenue increase.
B2B, Persona-led sales experience
A curated tray of B2B services or products dynamically revealed based on the persona selected by the customer
Introduced the "remote control for your life" strategy, organizing products into intuitive work, play, and relax zones to help users easily manage and navigate their digital lives.
Interactive screens significantly increase engagement and help reinvent a brand by making the experience personal and memorable
AT&T’s Chicago flagship store embodied the "remote control for your life" strategy with an immersive, interactive environment-featuring hands-on demos, & themed lifestyle zones connected to daily life
Amazon Autos
Customer journey mapping, buyflow enhancements, upsell strategy, and UX/UI for Amazon Autos + Hyundai
OneDigital UX/UI
Co-led UX/UI of a digital ‘hive’, a centralized hub of activity that’s the one place you can get everything you need to learn develop and grow your team as a small business owner
The LYCRA Company
Manifested the digital monetization strategy by crafting detailed journey maps, service blueprints, experience requirements, and UX that ultimately achieved a +14% lift in YoY conversion rate and a 39% reduction in YoY bounce rate
Employee Recruitment CX & UX
#BuiltToBringIt Led UX of The Home Depot’s new employee recruiting platform delivering 120k applicants, 150% above plan
First Service Credit Union
For you, not profit. Led CX, UX, and brand strategy platform for the First Service Credit Union.
AT&T CX
Led CX and UX/UI in the delivery of eCRM solutions, automated DAM templates, and design patterns library for AT&T
AT&T eCRM, Ad Customizer/Downloads Library
In-store
Out of Home
Publication Ad
Packaging Design
Exhibit design & on-site installation management
The Home Depot Gift Cards
Consumers spend 67% more than their gift card amount in-store thus increase purchase intent and sales
Holiday gift card, (2016)
Holiday gift card, (2014)
Holiday gift card, (2016)
Holiday gift card, (2014)
Holiday gift card, (2013)
Holiday gift card, (2015)
Holiday gift card, (2015)
MAX Credit Union CX
Led CX, UX, and brand strategy platform for MAX Credit Union
Babies 'R' Us CX
Led CX and UX of baby registration experience design
The registry process can serve as an opportunity for expectant mothers to take part in a Sip & Scan Registry Event.
The Scan and Match Mobile App helps simplify the baby registry process. Parents-to-be can simply shoot or upload photos of their baby’s nursery themes and colors.
Winning at registry is critical because both shoppers and consumers are buying for baby. Maximizing Graco's share of registry is accomplished by double exposing products in a more inviting setting.
The side in-run locations provide ideal opportunities for posting promotional and informational signage within the Babies“R”Us store environment.
Innovation-focused mobile platforms promote new products and features that are worthy of attention and reinforce Babies“R”Us as the ultimate resource for innovative, exclusive baby products.
The Home Depot Tradeshow Activations
#WeBuildDoers
In partnership with one of the largest booth manufacturers, we created interactive talent acquisition activation experiences that surpassed all KPIs: • Over 2500 unique visitors • 300 1:1 information sessions and follow-ups • Trending social media mentions • Over 400+ on-site interviews conducted
Talent Acquisition
Objective:
Experience design for The Home Depot’s Talent Acquisition team and launch of an exceptional referral program
