EXPERIENCE
Senior UX Designer
2020 – Present
Wolverine Worldwide • Rockford, MI
Key Deliverables
Led design system development for 12 brand eCommerce sites, optimizing new site functionality and core tools.
Presented UX best practices to brand teams, improving site performance and user experiences.
Partnered with stakeholders to align Salesforce functionality with customer needs.
Conducted qualitative tests using prototypes and data analysis to validate UX designs.
Led a 3-person UX team, implementing a streamlined process for research, prototyping, and documentation.
- Contributed to or designed more than 100 A/B tests, achieving a 22% success rate and generating 160 million in revenue from 2020 through 2023.
UX/UI Designer
2018 – 2020
Gordon Food Service • Wyoming, MI
Key Deliverables
- Demonstrated a strong commitment to the process and a deep understanding of business goals and user needs, including those with Accessibility requirements (AA-Level), to launch new features for Gordon Food Service’s (GFS) North American Online Ordering platform.
- Collaborated in qualitative research to validate a checkout notification system that proved to significantly reduce exposure to ordering mistakes and product shortages by 92%.
- Formalized UX/UI design of Checkout Notifications using wireframes, Atomic prototypes, Sketch comps, and Google’s Jam Boards to promote a seamless experience for both GFS customers and team developers.
- Visualized a new online ordering mobile application to help kitchen managers cut inventory time and churn in half with a combination effect of par ordering, a mobile app and RFID scanner.
- Remediated a collection of Angular Material and GFS Online Ordering components into a formalized design system to better communicate and rapidly deploy feature layouts.
UX/UI Designer
2010 – 2018
Joem Design • Grand Rapids, MI
Key Deliverables
Championed usability best practices, testing, and design for Harvard University speed reading application which increased new student reading and comprehension by an average of 250%.
Launched Hasbro Toy Company’s Lazer Tag product with online interactive, viral social campaign, and video direction resulting in 68K site visits, 16K+ video views, and a 34% click-through conversion rate.
Managed cross-functional team consisting of a developer, copywriter, and project manager for Ultra-Tech Printing’s new brand assets, including a new logo that scored significantly higher in the 7-Step Rand Test (68/75); new photography showcasing a wider range of capabilities than previously recognized; and a new website that reduced bounce rate by 34% and increased quality leads by 19%.
Designed and implemented a branding system for Invar Systems, including a traveling trade show exhibit kit, marketing materials, and website that boosted sales up to $1.3M for 2018.
Streamlined user interface and user flows for DraftKings fantasy sports contest; interpreted data and statistics to provide wireframes, design mockups, and banner ad development for 52 campaigns with estimated earnings of $11.2M.
Designed and produced a four-season, multimedia branding campaign, featuring subway ads, digital displays, online banner ads, and website landing pages used to increase lodge and hut occupancy to 100%.
UX/UI Designer
2004 – 2010
Digitas, LBI • Boston, MA
Key Deliverables
- Designed, managed, and delivered award-winning online campaigns and websites for the world’s largest global brands including General Motors, Virgin, AT&T, and Procter & Gamble
- Led cross functional team of marketing associates, developers, copywriter and illustrator for Holiday Inn’s Stay Smart America campaign where website visitors compared Federal Election Committee reports for each of the 2008 US Presidential campaigns versus what they would have saved staying at a Holiday Inn Express; Festival of Media Creativity Award Winner, Adrian Best of Show Award Winner, MITX Finalist Travel Category
- Created an all-digital launch of Tide Detergent’s Total Care including website and YouTube channel that together garnered over 300M visitors, 387K video views, increased product purchase intent by 15%, and generated nearly 500K coupon and sample requests; List regional and national recognition for this campaign; MITX Finalist Consumer Category
- Lead UX, design, and development for Tide’s Coldwater detergent calculator that drove users to enter data with 97% completion rate, discover 2.85 results per session, and generated 325K coupon and sample requests
- Analyzed social media data to discover consumer behavior, then created marketing campaign for Downy Fabric Care Cleansheets which included website, print, TV spots, and banner ads
- Designed websites for Saturn.com (2007), GMC.com (2006), and GM.com (2005) that drove intent and increased purchase consideration for vehicles
BOARD LEADERSHIP
Director of Event Communications
2008 – 2010
American Institute of Graphic Artists // Boston, MA
- Worked with President and VP of Communications to design, produce, and launch email campaigns to increase attendance at events and promote benefits of membership
- Teamed with other board members to organize sell-out events for BoNE Show and Design Week Boston
- Maintained and updated Boston.AIGA.org for over 700 members
ACCREDITATION
Competitent Communicator
Toastmasters
UX Management: Strategy and Tactics
User Research: Methods and Best Practices
Accessibility: Design for All
Interaction Design Foundation
RECOGNITION
Bank of America Enterprise Site
OMMA Award Finalist, MITX Financial Finalist
Holiday Inn Express, StaySmartAmerica.com
Festival of Media Creativity Award Winner; Adrian Best in Show Winner for Web Marketing;Adrian Best in Show Winner for Public Relations; MITX Finalist Travel category
Tide, DressToTheSevens.com
MITX Finalist Consumer category
Orange Communications, Wildfire.com
Horizon Interactive Gold Medal Winner; B2B category; MITX Finalist High-Tech category
EDUCATION
Bachelor of Fine Arts (BFA): Graphic Design
Savannah College of Art and Design
June White Scholarship
Cum Laude
