As an Experience Design leader, I build, grow, and nurture world class teams. I’m committed to creating objects that inspire, systems that perform, and a world that works... for everyone.
NBCUniversal Media
Direct to Consumer - TVEverwhere
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Delivering premium user experience across multiple products and platforms including web, mobile and living room devices. Managing to the highest design standards, providing clear direction to team members, stakeholders, outside agencies, and vendors.
Maintaining relationships & design standards with many groups, including, product, tech, project management, sales, and external teams. Ensuring the cohesion and elegance of the design language across all platforms. Maintaining a healthy and diverse team culture. Being an unrelenting advocate for the user.
About the Show Apps:
NBC Show apps serve as 2nd screen companion experiences to the shows they support
The UX Team I managed designed and continually optimized to the voting experience for The Voice Official App and The AGT App
The Voice app is the primary fan voting and saving mechanism relied upon to determine the outcome of the show
I worked with broadcast to leverage the app as a marketing vehicle for the shows with custom sponsorship capabilities
Show App Architecture:
I managed a 3rd party vendor who was the development resource as well as my direct reports who were accountable for the brand and new feature concepts and design.
The second screen interactions are integral in the fan experience with both AGT and the Voice.
Interactions that drive fan engagement as they watch the show.
Identity integration across show apps using NBC Universal
Lead Experience Designer for the ground up redesign of the voting system for Los Angeles County. The new voting system services 6.5 million registered voters over 4500 sq miles and launches for public use in the 2020 primary election.
Team management, UX design on the voting interface, hardware design, integration with closed looped network, accessibility and multi-language support.
The primary UX goal remains delivering Voting Solutions for All People. The system we delivered was the most secure and accessibile voting system every deployed.
The Ballot Marking Device (BMD)
In November 2019 the hardware and software was previewed to the public in mock elections.
The Wall Street Journal's Emily Glazer explains how Los Angeles County is remodeling its voting experience for the county's 6.5 million voters during its 2020 election debut. Voting changes could extend across the U.S.
As the first Director of UX hired by Loot Crate, I built the UX practice from the ground up, hiring and managing a team of two UX designers and two visual designers.
With over 50% of traffic from Mobile devices, a mobile first strategy was a necessity.
I executed conceptual design, digital campaign layouts, user testing, focus groups, production of video content, conversion optimization, site navigation, taxonomy, and prototyping new crate lines.
Loot Crate began as a single SKU company. I was instrumental in laying the ground work for the company to launch many new themed crates as they scaled up.
I storyboarded, scripted, planned, and produced the Loot Crate Personified video to accompany a marketing launch.
Concepting, designing, prototyping, and running in person user testing with physical prototypes. Accountable for online presentation and checkout experience.
UX design and taxonomy for new account dashboard that allowed users to easily manage multiple subscriptions for the first time, boosting subscriptions.
Created modular page designs to support new product launches including: Loot Anime, Loot Pets, Loot Wear, Loot Gaming, Firefly, and Star Wars. (to name a few)
The Skip-a-Month feature was designed to recover user that were about to cancel. After the feature was deployed, user churn dropped by about 5%.
I designed a single page checkout flow that was laid out like a graphic novel. This was both on brand for the company as well as bringing a dynamic aspect to something as rudimentary as checkout.
UX strategy and direction of all the Magento product offerings, the UX of the Magento product itself (both SaaS and Deployed), and development of the UX team.
Designed the complete UX repositioning Magento Connect as a separate property. Magento Connect is the world's largest cCommerce Application Marketplace. It allows merchants to install extensions to their store with the same ease that it takes to install an App.
Total UX re-design of Magento 2.0 (Launched 2016) The next iteration of the Magento product line is being designed with great user experience as its defining principle. Working with teams in Kiev, San Jose, Austin, and Culver City to make the vision into a reality.
UX Lead on the October 2013 relaunch of Magento.com and all its properties. Designed the new IA "multi-site" strategy to provide users easier access to the content that is relevant to their needs.
Beyond just a look & feel update, the information architecture and taxonomy of the website was completely re-imagined. The site was also re-platformed on a Drupal CMS - in 90 days.
Concept for taking the old Magento website and splitting it into a Multi-site approach. The old Magento website had grown so quickly that it was hard for users to find any relevant information.
I was the Director of UX st Magento for 4 years, Just a few months later the company was acquired by ebay. Even as part of a large company, Magento's core was as a start-up. The UX team worked hard to maintain the agile mindset that had brought us success.
For the annual Magento conference in Las Vegas, I designed & organized a research event. The Commerce Experience Research Labs or C.E.R.L. was born. Yes, we had lab coats.
The "Dear Magento" board allowed conference goers to write either "love notes" or "we need to talk..." messages and display them publicly. The UX team interfaced directly with end users and incorporated the feedback into the product.
My direct report Tonima Das and I interviewed stakeholders companywide as we planned out the sitemap and information architecture for the relaunch of the Magento website.
Ground up user experience design for Magento Connect, the largest eCommerce extension marketplace in the world. Wireframes, interaction models, and faceted navigation.
As the Director of User experience for Event Farm I redesigned many key features of the platform from the ground up employing a user-centric approach. I also was tasked with optimizing existing native apps and launching new ones that all synced with the main SaaS platform.
Event Farm provided interactive onsite content including NFC devices, wearable tech, and interaction with many of the apps that we designed. This experience tied in with the Event Farm are software to help track ROI of events.
Event Farm was a B2B event marketing platform. The focus was on measuring the ROI of Events. Clients include Nike, Politico, Google, and LinkedIn. The UX challenge was focused on the event professionals for these companies as the primary user base.
The app was designed to leverage one of the more powerful segmentation features of Event Farm. An event organizer can create a specific ticket block user to distribute invitatations on a very focused app.
Events had only been displays as thumbnails. The Event List View was designed to bring actionable data forward to the user in a easy to understand snapshot. User feedback was very positive.
The original Event Farm Address book had scaleability problems. The code base had to be retired. I lead the team in a complete reimagining of the UX and interface. It launched Jan 2018.
I implemented a workflow that allowed rapid prototyping: Sketch > InVision > Zeplin > Design support during dev sprints. Doing most of the heavy lifting right in Sketch allowed quick updates to prototypes and Zeplin which supplied devs with usable markup.
UX Director / Creative Director
Leadership of the UX team:
• Customer journey mapping
• Wireframing & Prototyping
• UX & Design on Virtual Reality projects (HTC Vive & Oculus)
• Defining interactions in virtual environments.
Leadership of the Creative team:
• Creative Direction (print & web output)
• Branding initiatives (visual & narrative)
• Video content (creative direction)
• Lead the rebranding into Hydro Studios (formerly Managed Digital)
An outline of some of the many projects I worked on while at Hydro as UX Director / Creative Director
Experience design, information architecture and Interface development for proposed Princess Cruise Lines onboard application.
Design, planning, and strategy work for the interactive activities in the USGA tent at the 2017 US Open. This included designs for physical installations, digital interactions, and RFID integration.
Full VR Demo (using the HTC Vive) of a virtual KB Home. Oversaw the developer, designed interactions, and helped create an experience that allows a user to customize a virtual home and save preferences.
Over several months took on the challenge of digitizing the home buying process. Using Axure to prototype, the home buying process was mapped out and the interactions oltlined.
Comcast xfinity: Working with a world class UX team to provide the strategy and direction for the development of a 10-foot television interface for the xfinity set top box.
Creation and delivery of detailed product specifications as well as working with the creative director and designers to produce designs that match the original UX intent. Approach for the interface and UX was synced with the iPad application.
• Direct interaction with the Comcast users on-site in Philadelphia.
• Developed test plans and ran a series of focus groups at Comcast's user testing lab.
• Consolidation of the test results and recommendations to Comcast based on focus groups.
Southern California Edison: Provided a strategic and tactical approach to on their Electric Vehicle (EV) initiative. Developed an awareness campaign, mass media approach, and a social networking strategy for SCE to reach out to current and future EV owners.
User Experience design for 10 foot television interface. Next generation set top box. Integration with iPad and iPhone application. Conducted extensive user testing at Comcast's onsite lab in Philadelphia.
UX Wireframes for Comcast xfinity faceted browsing solution. The requirements specified a scalable interface starting with 3oo,ooo titles browsed via a TV remote.
Designed a dynamic fitering system for the Comcast xfinity set-top box. Xfinity was the first set-top box that could receive Ui updates over the web.
Hierarchy diagram for Comcast xfinity solution.
Leading Design at NBC
The initial goals I was given when hired by NBC were to strengthen the existing team, build upon it with new headcount, and deliver a premium streaming experience.
I identified high performers and promoted them into roles with additional accountability. I hired additional designers and grew to a total of seven direct reports in the first year. After the integration of the NBC Sports designers, the team grew even more.
We built a strong design culture by putting people first, maintaining consistent practices, and delivering premium experiences. Every new challenge was met by a team that grew to know & trust each other.
Bringing Design Leadership to Every Role
I have an ongoing commitment as a people manager to provide an environment that encourages retention with both a lighthearted spirit and a drive to deliver world class products.
Some of the hardest working Product designers in the business.
A mock “show” featuring the team that added some fun to a quarterly
A celebratory team meal after we hosted a workshop for over 150 people including designers, developers, product managers, and executives.
