The New York Times
In 2014, the Times launched its first four digital products as a major new revenue initiative. I was the UX designer for the first native iOS crossword app, tasked with creating a full complement of experience assets: user flows, wireframes, prototypes, puzzle grids, the Mini puzzle, icons, even a custom keyboard. I devised user flows to make game play efficient and simple while also meeting the Times’s revenue mandate to build subscriptions and sell puzzle packs. This product was a major success for the Times, growing from more than 200,000 subscribers at launch to 2 million monthly users in the first two years. Revenue in the first year was reported at nearly $3 million.
File under: Thinking through systems
TOMS Shoes
I designed a web-based program to bring to life the client’s concept of an internal crowdfunding philanthropy competition. To generate buy-in from leadership, I outlined the competition’s complete online home, detailing page content across a range of phases during the competition.
File under: Thinking through systems
United Online
For a speculative no-contract cellular phone product, I designed the platform UX and created nearly a hundred wireframes as a proof-of-concept experience, contributing to the agency’s push to launch a competitor to Google Fi.
Shown: Site map, enrollment flows, desktop and mobile wireframes
Sephora
For a new subscription beauty box offering from the cosmetics retailers, I created internal program documentation showing the confluence of supply chain and marketing campaigns, the interaction among roles in the program, and the program's cyclical content plan. Also shown, the customer journey map, which I created as the strategic underpinning of the program.
File under: Diagrams that clarify processes
Rhode Island School of Design
I was hired to manage three broad areas of content and processes for the college's primary website risd.edu: planning content initiatives; managing content updates from across campus; and serving as the site’s liaison with partners in admissions, academics, giving, and alumni. In this role, I created documentation of our group’s publishing workflow in order to surface areas of inefficiency and streamline team collaboration. I worked directly with the incoming Director of Giving to build a new section that for the first time enabled donations and fundraising directly through the web. And I implemented a plan to amend the site CMS to publish exhibitions across multiple destinations at once.
File under: Site maps & wireframes; UX documentation; Diagrams that clarify processes, Thinking through systems
Extole
A basic set of core UX materials, created while contracting with the engagement and referral platform Extole. This collection represents the company's first site expansion after its initial launch.
