My Work
Mobile App Design & Build
Client: El Palacio de Hierro—Mexico’s premier luxury shopping destination.
Challenge: Define, design, build and launch a “Super App” containing both a complete mobile shopping experience and credit payment and card management features all under one roof.
Revelation: What if we built two separate apps with a unified aesthetic framework?
Solution: Split the workstreams, accelerate the design process, then come together to solve the taxonomy problem (spoiler: a transforming bottom nav was the key 👌)
Product Innovation Sprint
Client: Citibank—one of the top five largest banks in the United States.
Challenge: Reduce churn and drive spend & engagement for a specific, value-focused loan book.
Revelation: Not all credit card innovations need to fit into the industry-standard rewards framework.
Solution: Create 20 different digital and mobile products, vet the top 8 with qualitative research intercepts, refine and present core ideas to the executive team.
Content Strategy & Design
Client: TOMS—the shoe brand that pioneered corporate social responsibility.
Challenge: In transitioning from a 1:1 giving model (buy a shoe, give a shoe) to 1/3 of profits for grassroots good, TOMS needed a content strategy to help express what they stood for to a new target demographic: GenZ.
Revelation: GenZ isn’t interested in self-congratulatory brands—they want brands to show their support for the activists and influencers truly doing the work.
Solution: Turn their new tagline, “At the feet of those changing the world” into a robust set of content modules that deliver on their brand promise without disrupting the shop flow of their redesigned site.
CX Vision Strategy
Client: Breville—a global leader in high-tech kitchen appliances.
Challenge: Knit together a universe of content created over decades and across multiple web properties in a cohesive way for a mobile-first audience.
Revelation: Customers need to be taken on an educational journey that begins with purchase and ends in loyalty and retention. How and when content is displayed can turn a universe into an easily navigable galaxy.
Solution: Define the CX vision for Breville based on both UX principles and content strategy best practices in order to solidify a development roadmap for their content hub.
Creative Direction
Client: Tommy John, a ten-year-old menswear brand making a splash in womens.
Challenge: Launch a line of bras that stands out in a VERY crowded market.
Revelation: The Tommy John woman wants to live her best life, un-adjusted.
Solution: Don’t adjust who you are, let your bra adjust to you.
Content Strategy & Design
Client: Interface—one of the world’s largest commercial flooring solution manufacturers.
Challenge: Create an informative, guided, B2B site experience for a varied set of customers without upsetting the well-established distribution network resistant to digitizing the shopping experience.
Revelation: The decision makers for large B2B accounts are ordinary individuals simply looking for a simple, intuitive site experience.
Solution: Treat B2B customers like DTC consumers, taking design cues from best-in-class DTC sites to deliver relevant information across a familiar conversion flow. The only difference? It doesn’t end with checkout.
Roadmap, Content, Design
Client: Goodwill—a 501c3 nonprofit best known for their 4,245 thrift stores around the world.
Challenge: Design and build Goodwill’s first ever ecommerce site, splitting the difference between marketplace and traditional, digital storefront.
Revelation: As long as core brand pages adhere to strict design guidelines, users are willing to accept a certain amount of inconsistency in product photography.
Solution: Create a flexible, modular site that gives the Goodwill digital team the ability to control the site aesthetic while still allowing merchandise from any Goodwill in the country to be added to their product catalog.
App Strategy & Design
Client: Bacardi—a global beverage brand with a diverse portfolio of spirits.
Challenge: Travel retail is a huge market, but we all know that shopping in the airport can be stressful, particularly in a time crunch.
Revelation: What if the Bacardi duty free experience could extend beyond the physical realm, allowing travelers to pre-book in person tastings and customize gifting options from the convenience of their phones?
Solution: Create a series of mobile web apps that engage customers before and after purchase, streamlining their shopping experience and keeping Bacardi top of mind long after conversion.