Client: Tiffany & Co.
Agency: R/GA
Role: lead experience designer
What it is: Rethinking the Engagement & Bridal experience across digital and retail
What I helped with: Strategy and Design for Tiffany’s engagement section of Tiffany.com, tactics for connecting this experience to other retail and service efforts
Key areas we aimed to solve:
How can we make users feel like their own personal story is unique and appreciated, and that the ring they choose is one-of-a-kind?
How do we create a compelling narrative that demonstrates Tiffany’s legacy, expertise, and unparalleled quality and craftsmanship?
How can we create a seamless connection between the in-store experience and a user’s interactions across digital?
How do we make users feel like their “engagement journey” with Tiffany doesn’t stop after purchasing a ring and lasts a lifetime?
How do we create a digital experience that is equally as compelling as the moment ring buyers see a Tiffany diamond sparkle in-store?
Client: UFC
Agency: R/GA
Role: lead experience designer
What it is: UFC.TV redesign
UFC FIGHT PASS is a subscription service where fans have access to hundreds of MMA event replays from numerous leagues, UFC original features and shows, and exclusive portions of live events. It is the largest library of MMA content.
Our experience design objectives with this redesign included:
- Increase engagement, communicate the benefit of the FIGHT PASS service, and add a discovery element
- Know what fans want during the fight (improve the live event viewing experience with live stats, fighter details, and commentary on what makes this a good fight)
- Provide long-term utility (create an onboarding experience that captures user preferences, create curated collections, create a watch queue and capture favorites)
- Make content easy to find (create a clearer information architecture, create fighter profiles which showcase all past fights and the fighter’s record, optimize search)
Client: Verizon
Agency: R/GA
Role: Experience Design Director
What it is: Verizon Data Dunk is a campaign we launched during the NBA Playoffs 2016. The goal was to engage Verizon customers during the playoffs by awarding data every time players dunked. Fans chose 6 players to be on their dunk team at the beginning of the Playoffs. Each dunk from those players earned them a point on their dunk meter. Fans would unlock gigs at certain thresholds we gameified.
In the end, we saw 30 million impressions and 99% positive sentiment. Over 60,000 users participated and 35,000 GB were rewarded. We ended up with a campaign that got fans talking and eagerly checking their phone each time a player dunked to see their latest score and ranking.
Shortlisted at Cannes for Cyber: Co-Creation and User Generated Content
Client: L'Oreal Paris USA
Agency: R/GA
Role: one of 4 lead experience designers
What is it: Responsive platform redesign
What I helped design: Smart search, content library, IA for filtering, "Quizlets" scattered throughout, rules on personalization behavior page to page
"Because You're Worth It" has been L'Oreal's legendary phrase since the early 1970's. But what does that mean to today's consumer? Our team sought to translate that into a one-of-a-kind digital experience, using personalization to deliver precise recommendations based off a user's physical characteristics, needs, and preferences. The more she engages with L'Oreal, the smarter the site becomes.
I've always been interested in motion design, and these days I'm finding it to be of more and more importance in our design work. It's a design detail I often feel is overlooked and lost in a world of static comps and simple, clickable prototypes.
UX Choreography is a new paradigm I've developed that help UX and visual designers better integrate motion into their work. It uses techniques based off of Disney's 12 principles of animation and combines them with the most integral moments in user experience.
I initially gave this talk at an AIGA Mentor Program Summer Session.
But then this talk turned into an exciting collaboration with Disney Legend, Glen Keane (animator behind some of our move beloved films of all time like The Little Mermaid and Beauty and the Beast). We put together a panel at SXSW, gave the talk again at Google, and this past year headed to UX London for another go!
You can check out my summary of "The Principles of UX Choreography" on Medium!