Selected work done between 2005-2012
UX, Interface Design and Creative leadership for Fortune 500 clients
Extensive experience in development of consumer and B2B marketing projects for Web and Mobile –
Multi-platform: Browser and Mobile Web & Mobile Apps
B2B and B2C projects
Financial Services, Hardware, Luxury Goods and Pharma
Simple and complex Functionality
Strategic and tactical projects
Waterfall and Scrum process outputs
Dashboards, Permissions, Account self-servicing and Online Tools
Curated and Social Content
Online acquisition and Loyalty marketing
Varied deliverables: site maps, flows, wireframes, comps, prototypes, annotations and complex documentation
American Express
Four streams developed simultaneously –
Retail and travel integration for both Desktop and Mobile
Express Checkout (2012)
Electronic online payment
Web & Mobile Web
B2C & B2B- American Express Consumer and OPEN Cardmembers
Digitas designed the interface for an American Express payment service planned to be integrated into retail and travel sites. This experience will allow users to use their American Express site log in credentials to simplify the purchase process.
My role: Worked with Client, Brand agencies, tech, ID/Designer and copywriter to simultaneously produce four versions plus testing and production assets for a design that could be integrated seamlessly with partner interfaces.
Handed off designs, copy and annotations
Site Map, Desktop and Mobile Comps with Annotation example
Digital Charge Verification (2011)
Customer Self-Service
Web, Mobile Web & Mobile App
B2C & B2B- American Express Consumer and OPEN Cardmembers
Digitas worked with American Express legal and fraud teams to allow customers to identify whether irregular charges were recognized or fraudulent in order to help lower possible exposure.
My role: Brainstormed original flow and oversaw Interaction Designer, Visual Designer and copywriter through the process of developing and delivering all assets - including annotated wireframes, copy deck and graphical specification documents.
Presentation Specification, Initial Wireframe Concept, and Final Comp
Online Communications Hub (2005-2006)
Customer Self-Service
Web
All American Express Cardmembers
American Express engaged Digitas to help simplify and consolidate their alert, marketing communication preferences and Cardmember contact information into a single place on the secure Website. This enabled their customers to have a unified interface to view and manage this information for the first time.
My role: I created a full site experience prior to the creation of actual requirements in order to hold a preliminary tech and business requirements gathering session. Coming out of that meeting, I led the subsequent formalized project beginning with wireframing, through comp/copy development, testing, and ending with final production asset handoff.
OPEN from American Express
Comp and Scrum Process overview
Page designed and built using Scrum methodology
OPEN Business Hub (2010)
Card and Business App Relationship Dashboard
Web
B2B – OPEN Cardmembers (Small Business Owners)
American Express OPEN asked Digitas to create a secure customer experience specific to small business owners to simultaneously manage their OPEN Card(s) and a set of third party Business Apps.
My role: I led a team using Scrum methodology to build this page from concept to launch. During the entire design and build, I reviewed the core team’s designs and provided structured feedback on the creative to guide the balance between customer needs and business goals.
Screen comps
Design went though multiple iterations due to evolving brand guidelines
OPEN Mobile Web Home (2012)
Landing Page to support marketing acquisition and loyalty
Mobile Web Browser
B2B – OPEN Cardmembers and prospects
Digitas created a new mobile Web browser home page as a landing experience for www.open.com.
My role: Worked with creative team through multiple rounds of creative to address evolving brand guidelines and usability. Defined role of featured marketing content on page.
TIAA-CREF
Sample Comps and Specifications
Financial IQ elements: What’s it worth & Retirement Projector
Savings Simplifier iPhone App (2009)
Non-secure Acquisition and informational App
Mobile App
B2C- TIAA-CREF Retirement Plan eligible customers
In an effort to demonstrate relevance to expanding customer based, TIAA-CREF engaged with Digitas to help develop a non-secure iPhone App - one which could be expanded later when secure online account management could be added.
My role: I led the effort of delivering upon a simple App which would help educate target users to understand how small savings invested well can become significant assets over time. Team worked with client and tech team to explore multiple ways to quantify concepts, and we delivered comps, copy and assets within a three week time window.
Sample wireframes and flow
Entering data, seeing projection, selecting strategy and making changes
Online Advice Tool (2010)
Web-based self-service calculator
Web
B2C - TIAA-CREF Retirement Plan Participants
TIAA-CREF tasked us to rapidly develop an advice tool which would be “an easy-to-use, self-directed online experience that engages users to actively manage their financial portfolio by providing basic education, advice and guidance that is customized to the user’s needs.”
My role: I led this project from kickoff the end of wireframing, shaping the initial set of interactive designs myself in partnership with multiple T-C subject matter experts, before handing off to a separate internal creative team.
Use Case Documentation
Use Cases were defined and prototyped for each phase of client lifecycle.
Institutional Client Journey (2010)
Master account management work tool
Web
B2B- TIAA-CREF Institutional Clients
TIAA-CREF partnered with the Digitas team to identify key opportunities for improving the online tools available to support their primary clients: Institutions who contract with them to provide retirement plans for employees. Digitas conducted in depth research with business and tech stakeholders, and helped shape recommendations to provide a “north star” vision that TIAA-CREF could build to improve their business and their client’s outcomes.
My role: Ran initial brainstorming session to help client identify all areas of opportunity against client lifecycle. Participated in all discovery, including stakeholder interviews. Led team of 4 IDs to define and shape proposed online experience via wireframes and prototype.
IBM
Blue for Business (2008)
Cloud-Based Service
Web
B2B - Small Business Owners
IBM was setting up a SAAS offering with a turnkey server setup, similar to an Apple iPhone-App Store model. The Digitas team worked with IBM to design the entire user experience for both the small business customers and the third party software vendors.
My role: Led the Customer Support interface project stream - for both end customers and the vendors. Enhanced and integrated a user community and blogging platform interface, full site Search and Web live chat functionality.
infoBoom (2009)
Social and Managed Content Site
Web
B2B - Mid-Size Business Leaders
IBM partnered with CIO magazine to create a site to keep CIOs up to date on IT trends. The content was created by a paid moderator in combination with IBM Subject Matter experts. It allowed the content to be shared via Facebook and LinkedIn. (Note -- a version of this site is still available at www.theinfoboom.com)
My role: Spearheaded a small Digitas team to launch initial version of site in extremely aggressive timeframe. Rapidly turned around three batches of wireframes and functional documentation to enable development team meet a five week launch schedule. Creative leadership on comps/copy.
U.S. Marine (now Brunswick Boat Group)
Bayliner and Maxum Boats (2005)
Product Marketing and Branding
Web
B2C - Boat Owner prospects and existing customers
US Marine worked with Digitas to redesign and improve the usability for two of their product lines - www.Bayliner.com & www.MaxumBoats.com. Project timeline was extremely aggressive in order to enable site relaunches to coincide with a key national sales conference.
My role: Re-architected and redesigned both sites to simplify overall experience and improve content presentation. Worked with design team to refresh branding on all pages, across both product lines.
Boehringer Ingelheim
Profile Management Center (2007)
CRM Marketing communications subscription management
Web
Consumers interested in getting ongoing information regarding product
Digitas worked with Boehringer Ingelheim to develop a CRM back end system that could be used to centrally track customer interest and marketing permissions for individual brands. Project started with one brand, and then was designed for inclusion on other brands as well.
My role: Worked with business and Tech to define global requirements. Created all wireframes, logic and specification documentation to support multi-product design. Oversaw visual and copy for each product line as well.