I joined the NestEgg team in a short-term capacity to elevate the quality of product and brand design in order to secure seed investment. In addition, I led user research, facilitated service design workshops, and designed new flows and features to support their initial U.S. launch in Chicago.
With our focus on hyper-growth, Instacart's in-store marketing campaign was in need of a major refresh in order to position it for maximum impact. The new concept focused on a strong value prop with clear benefits to the customer and a direct CTA. Bag stuffers and direct mailers led to a measurable increase in sign ups.
Multiple experiments in the product and in email marketing led to quadrupling the number of Instacart Express subscribers in less than a year. We also created a visual identity for Express based on sentiment gathered from user research.
Contextual in-app animated tips and quizzes were displayed to new Shoppers while they shopped for customer orders. This novel approach to contextual training drastically reduced operational costs and led to an increase in Shopper retention, shopping speed and accuracy.
With the move to a responsive web app in 2014, the Hotwire UX/UI patterns and styles evolved, were measurably more efficient and led to an increase in customer conversion. The 2016 version of this iterative design and release process is reflected here.
When I joined Hotwire in October of 2011, we were just starting work on our first iOS app. When I left in 2016, we were designing our third significant update to both our iOS and Android apps. Voted Best Mobile Travel User Experience by Eye for Travel, these iterations led to a 30% increase in downloads.
The Hotwire iconography was in an unusable state when I stepped into my role as UX Visual Design manager. I convinced the leadership team to invest in a redesign of this critical element of our visual language. In 2013, I worked with an outside agency to art direct a scalable and easily decipherable set.
TripWatcher was a product that Hotwire spun off into a stand alone web app in 2012. I drove the design direction for the UX/UI, and also developed the creative concept for the marketing ads.
Kango is an early stage start-up focused on providing on-demand rides for kids. As UX advisor and designer since 2012, I guided the original brand naming exercise and identity, and led the design of the product, responsive site and branded cars.
I led the redesign of the Snapfish Photo & Video organizer product that enabled customers to upload, view, organize, edit, search, tag and share photos and videos with the primary goal of providing a faster, easier and more robust viewing experience. Because this product was the core of the overall online Snapfish experience, I also led the creation of the UX Style Guide.
Featuring a few of my favorite projects from my MFA coursework.
