UX and Visual Redesign

Delta Airlines Agency Sales group seeking a near-term solution to improve current user experience (UX) and visual design of their Agency on Demand Reporting platform. Customer feedback has indicated current reports struggle with non-intuitive user interface and flow, while also lacking data accuracy and timeliness. Delta believes there is an immediate need for a fresh perspective on what customers and external stakeholders want.

Objectives:

1. Improve current AODR user experience through simplification across the existing user journey to remove unnecessary friction points, increase overall usability, and improve productivity.

2. Reduce distraction by focusing on “data that matters” through developing a new set of reusable visual designs and improved data visualization for the reporting dashboard to create easier scalability and a more intuitive understanding of complex data.

3. Set the foundation for a holistic platform solution that supports worldwide agency contract management and develop a reusable design component library with all UX components included for future use.

Snap CRM Optimization and Integration Initiative

Snap sought a robust CRM solution to enhance collaboration across Marketing, Sales, Partnerships, and other teams, aligning with growth, enablement, and monetization goals. The project began with a comprehensive review of their CRM vision to identify opportunities for optimizing people, processes, and technology across functions.

MY ROLE

As the UX designer on this project, I collaborated with Snap’s internal experts to achieve the following:

Define Personas: Created detailed personas for creators and partners, capturing their needs and motivations.

Develop Journey Maps: Mapped out key touchpoints and opportunities to enhance the creator and partner experience.

Experience Diagnostic: Assessed the current experience and relationship management requirements, identifying gaps and areas for improvement.

HD Broadcast Design

CNBC HD Network Redesign Concepts

Treatments includes: charts, boards, remotes, lower thirds

Reimagined Dashboard for Coca-Cola Sales Representatives

The redesigned dashboard for Coca-Cola sales representatives is a cutting-edge, intuitive tool that empowers users to gain real-time insights into brand performance across various regions and locations worldwide. This interactive platform is strategically crafted to enhance data-driven decision-making by providing a comprehensive view of sales metrics, pricing strategies, and volume trends.

Key Features:

User-Centric Design: The dashboard is designed with a clean, modern aesthetic that prioritizes usability. Key metrics are prominently displayed, ensuring that users can quickly access critical information without navigating through cluttered interfaces.

Dynamic Data Visualization: Interactive graphs and charts allow sales reps to visualize data at a glance, making it easier to identify trends and patterns in brand performance. Heat maps highlight regions with the highest sales volume, enabling representatives to focus their efforts strategically.

Real-Time Analytics: Leveraging real-time data feeds, the dashboard provides up-to-the-minute insights into sales performance, pricing fluctuations, and inventory levels. This ensures that sales reps can make informed decisions based on the latest market conditions.

Customizable Filters: Users can tailor their views by applying filters for specific Coca-Cola brands, regions, and timeframes. This flexibility allows for deep dives into granular data, helping reps to uncover actionable insights and identify emerging opportunities.

Sales Forecasting: Advanced analytics tools offer predictive insights based on historical data, enabling sales representatives to anticipate trends and adjust their strategies proactively. This feature enhances forecasting accuracy and supports informed planning.

Collaboration Tools: The dashboard includes integrated communication features, allowing sales reps to share insights and collaborate with team members seamlessly. This promotes a cohesive approach to strategy development and execution across regions.

Overall, this reimagined dashboard is not just a tool but a strategic asset for Coca-Cola sales representatives. By providing comprehensive, real-time insights into brand performance, it empowers teams to drive sales growth, optimize pricing strategies, and enhance customer engagement across the globe.

Moderna Direct: Revolutionizing Vaccine Distribution

Moderna Direct is a groundbreaking platform that enabled Moderna to sell vaccines directly to customers, effectively eliminating the middleman.

Our work focused on crafting an intuitive, engaging, and user-friendly design that not only revolutionized the vaccine distribution process but also significantly reduced lead times—from 30 days to just 2 days. The streamlined experience, from customer registration to vaccine delivery, led to an overwhelming response, generating over $10 million in orders within the first 30 days of launch. This project stands as a testament to the power of innovative design in driving operational efficiency and business success.

Designed for three key personas —Procurement Manager, Healthcare Provider, and The Buying Agent. The Experience Vision prominently features their stories to showcase how the platform meets the diverse needs of each persona.

My Role

As UX Director I led a design team of four and served as the liaison between business and design. Directed the frontend developer team, synthesized findings from stakeholder interviews, and facilitated user test sessions to drive requirements and create optimal user experiences.

Reimagining Nokia

As the lead UI/UX designer for Nokia's "Reimagining Nokia" website redesign project, I spearheaded the initiative to integrate Nokia's new brand identity into an engaging digital experience tailored for both new and existing customers. This project involved developing innovative concept designs, including self-serve configurators, quoting tools, intuitive dashboards, solution recommendations, and live AI experts to assist large-scale enterprises in navigating Nokia's network services.

Collaboration was at the heart of our approach. I worked closely with internal stakeholders across various departments to align our design vision with business goals and technical capabilities. Through extensive customer interviews, we gathered invaluable insights that informed our design decisions, ensuring that the final concepts resonated with users' needs and preferences. This iterative process fostered a user-centered design ethos, ultimately leading to solutions that empower customers to efficiently engage with Nokia's offerings and enhance their overall experience.

Wabash Marketplace Development: Streamlining Parts and Services Commerce

The Wabash Marketplace enhances customer operations with a unified, experience-driven platform that connects the transportation ecosystem, facilitating interactions and improving operations.

We created an intuitive, scalable marketplace for Wabash to drive parts and service sales. The platform integrated with various ordering systems and accommodated complex pricing and incentives. Through extensive dealer interviews, prototyping, and user testing, we refined the platform, leading to a successful launch with high user engagement and conversion rates.

MY ROLE

As UX Director I oversaw a team of 10 including: UX strategists, UI designers, project managers, business analysts, FE developers.

I led and facilitated dealer feedback sessions, synthesized findings, and prioritized the UX product backlog. I managed offshore design resources, including frontend developers, and conducted daily BXT (Business, Experience, Technology) meetings to ensure feature alignment, feasibility, and business impact.

App Concept for Keller Williams: The Ultimate Home Buying and Selling Experience

The innovative app concept for Keller Williams embodies the vision of a seamless, all-in-one platform for home buyers and sellers. Designed with user experience at its core, this app redefines the real estate process by providing a comprehensive suite of services that guide users through every step of their journey, from onboarding to closing.

Key Features:

Intuitive Onboarding: The app offers a streamlined onboarding process, allowing users to create personalized profiles that capture their unique preferences and needs. This ensures that the app tailors its offerings and recommendations to each individual user, enhancing the overall experience.

Centralized Services Hub: With a focus on convenience, the app serves as a one-stop shop for all real estate needs. Users can easily access essential services, including mortgage calculators, appraisal requests, comparative market analysis, and property listings, all within a single platform.

Seamless Document Management: The app simplifies the documentation process by providing secure electronic signatures and easy access to necessary forms. Users can effortlessly sign contracts, submit offers, and manage all paperwork digitally, eliminating the need for physical copies and in-person meetings.

Real-Time Market Insights: Users gain access to real-time data on property values, neighborhood trends, and market conditions. Interactive dashboards and visualizations provide valuable insights into comparable sales and pricing strategies, empowering users to make informed decisions throughout their home buying or selling journey.

Personalized Notifications: The app keeps users informed with timely notifications about important milestones, deadlines, and updates related to their transactions. Customizable alerts ensure that users never miss critical information or opportunities.

Integrated Service Providers: To enhance the home buying and selling experience, the app features a curated list of trusted service providers, including inspectors, contractors, and moving companies. Users can easily connect with these professionals, streamlining the process of preparing for a new home.

Community Engagement: The app fosters community connection by offering resources for local events, neighborhood guides, and forums where users can ask questions and share experiences. This builds a sense of belonging and engagement for new homeowners.

User Feedback Loop: Incorporating user feedback mechanisms allows for continuous improvement of app features and services, ensuring that the platform evolves based on user needs and preferences.

This app concept for Keller Williams is designed to revolutionize the home buying and selling experience by providing an integrated, user-friendly platform that simplifies every aspect of the journey. By bringing together essential services and insights, it empowers users to navigate the real estate market confidently and efficiently, making their dreams of homeownership a reality.

UX and Visual Optimization

Analyzed visual language, on-boarding processes, current trends and design techniques across both desktop and mobile apps with a focus on finance, social collaboration, and education products and services.

Outlined proposed optimizations to enhance visual appeal and usability of key pages for guiding transactions, decision support, and ease of navigation.

UX and Visual Redesign

Defining The Value Proposition

Objective: Through improved design and usability help TIAA develop an optimized value proposition for it’s DAP platform, taking into account:

• The Platform Utility: its current state and intended evolution

• The Competitive Power: Feels differentiated in market

• The Brand Fundamentals: Aligns with the brand positioning and mission of TIAA

• The Target Audience and Culture: Is relevant to a broader demographic outside of Millennials (although they are the main user base) and takes their needs into account

Concept Development and Execution

A new business platform powered by Office Depot that gives entrepreneurs and small business owners access to all the digital services, tools, expertise and workspace needed to start and grow their business.

Digital - BizBox is an integrated platform that gives users access to all the services they need including web hosting and design, email, digital and direct marketing, financing, CRM, payroll and hiring solutions, technical support, and more

Physical - BizBox also features co-working spaces that provide members with meeting rooms, private offices and desks, shared work pods and collaboration spaces featuring gourmet coffee and snacks. Co-working spaces feature Success Centers, staffed by BizBox Pros who provide face to face support and direction.

Imagine a centralized digital destination for everything in your neighborhood: meet and connect with neighbors, organize play dates, sell your sofa, share tips, start a group or discussion to address neighborhood concerns, discover neighborhood businesses and more…

Neighborhood Square is the digital destination for your neighborhood combining original information gathering, social media, and leading technologies.

Neighborhood Square connects neighbors, informs communities, and empowers businesses.