New York City Ballet &
The Koch Theater
Website Maintenance and Redesign
Skills include:
Content & Webpage Development
eCommerce User-flow Management
Editorial & Content Strategy
Digital Asset Management
Transactional Copywriting
Project Management & Process Implementation
The Goal:
Redesign the NYCB and affiliated Koch Theater web properties to reflect a new, contemporary design with improved eCommerce/API functionality.
Project Overview:
This project stemmed from the need to make technical updates between the API to the institution's database (Tessitura) and the website. Given these IT updates, functionality needed to be overhauled, and so we set forth on creating an updated design and experience for both websites.
My Role:
As a member of the NYCB in-house Marketing & Media team, I co-led the redesign efforts for both the company and theater websites, outlining the business needs for each site, as their purposes were similar but different. I participated in the research and eventual selection of a creative agency, development of selected design treatment & UI elements, and coordinating UX research sessions with external stakeholders. During this project, I simultaneously maintained the current NYCB and DHKT websites by executing a content strategy in collaboration with my Editorial counterparts, built out eCommerce paths for multiple events' ticket sales, and kept all content current while following the tonal and brand guidelines of the institution.
Universal Orlando Resort
Brand & eComm Website Redesign
Skills include:
Strategic Brief Development
UX/UI Strategy for eCommerce & Brand Communication
Business & Technical Requirements Documentation
Waterfall Project Management
Transactional Copywriting
The Goal:
To streamline the complexities of Universal Orlando Resort into an intuitive & responsive eCommerce experience.
Project Overview:
The site required a plethora of branded content and information as well as eCommerce solutions for multi-park ticket packages, hotel accommodations, meal plans and flights for a variety of audience segments.
In addition, universalorlando.com required extensions into Universal's Vacation Planner tool, Universal's PR Blog, and affiliate Orlando properties that needed to integrate seamlessly.
It was no small feat, in fact the project was titled "K2" internally, for one of the highest mountains in the world, (second only to Mount Everest).
My Role:
I managed the strategy and execution of the project, from writing the Business Requirements to UX through to Deployment. For this project, I lead a cross-functional team of agency and client teammates across User Journeys, Creative, Copywriting, Development and IT in order to successfully launch what still stands today as Universal Orlando's web property.
The Cosine
Website Design & Launch
Skills include:
UX/UI Design
Content Strategy
Website Development (Wordpress)
Digital Asset Management
The Goal:
To create a branded online presence for Chicago-based lighting design company; The Cosine.
Project Overview:
The founders of The Cosine have created beautiful spaces through lighting design, so we worked together to highlight their expertise with a website for their business.
My Role:
Using project images and overview copy, I was able to map out the website content to a simple, concise experience. Leveraging the brand guidelines, I applied the primary and secondary treatments to develop a UI design system. Presenting directly to the co-founders, we were able to refine the site and bring The Cosine's digital presence into the light.
Signet Jewelers
AMOR: Scaling an Enterprise Design System
Skills include:
Agile Product Management
Content Strategy
Process & Governance Implementation
Education and Rollout Strategy
The Goal:
Create an Experience Design System to streamline the website experience across all Signet Jewelers brands, grounded in best-practice, user experience design principles.
Project Overview:
The AMOR Design System is an internal library that supports the Experience Design and Engineering teams to create cohesive web experiences for Signet's eCommerce sites. AMOR is a continuously evolving product and requires management to ensure it is consistent and relevant to the organization.
The AMOR Design System serves as the single source of truth for all site components, guidelines, user interface patterns, and standards that will be used to create cohesive and delightful digital experiences.
The AMOR Design System serves as the single source of truth for all site components, guidelines, user interface patterns, and standards that will be used to create cohesive and delightful digital experiences.
My Role:
As the Head of Design Operations, my role is to support the team in the processes and governance that keeps AMOR a living, breathing product, as well as leading the charge in adoption and education for our partners outside of the experience design team so all experiences on Signet sites are leveraging the same components and patterns, as well as aligning to accessibility standards.
Universal Orlando Resort
Myth Explorer: Skull Island
Skills include:
Strategic Brief Development
Creative Ideation & Pitching
Website Design & Development
Digital Asset Management
Cross-functional Project Management & Process Implementation
Case Study Mock Up Courtesy of Questus
The Goal:
Universal Orlando was opening a new attraction dedicated to the origin story of the legend himself, King Kong. Universal Orlando was tasked with creating a buzz to engage fans & prospective-park goers to explore Skull Island.
Project Overview:
In order to create this buzz, Universal produced a mini-series hosted by NatGeo star, Erin Ryder. Erin and her crew set on a journey to explore a mysterious island where legend states the story of King Kong originated. However, the project lacked the interactivity to captivate an audience.
My Role:
I can proudly say the idea for this project stemmed from a creative strategy presentation I put together for our monthly ideation sessions with Universal Orlando's internal agency team. From inception to deployment, I worked alongside the client team at Universal, leading my agency team at Questus to create the supporting web presence to the Myth Explorer series. That included videos, blog posts, and interactive games to highlight discoveries from Erin’s journey and the eventual opening of the attraction at Universal's Island of Adventure Theme Park in 2016.
