Oakley Mobile Concept

Created 2010. Self-initiated project.

At Oakley, I am the user experience and design lead for the company’s upcoming mobile-commerce website. I performed comprehensive research, planning, UX, and design throughout all stages of this project as we set out to deliver the best mobile-commerce experience. I am unable to show the designs I created due to intellectual property rights, so here is my personal take on how Oakley Mobile could have been designed. My proposal makes it easy for users to find their ideal eyewear and apparel based on relevant product categorization while providing large product images to give users the information they need to make an informed decision. This is followed by an efficient check-out process optimized for mobile use. By providing an efficient and informative experience that is true to the Oakley brand, the goal is to increase conversion from visitors using popular touch-enabled devices running iOS and Android.

Ray-Ban Store

Created 2010. Luxottica Global E-Commerce Group.

As part of Oakley/Luxottica’s Global E-Commerce Group, I am the user experience lead and co-designer for the Ray-Ban Store redesign that launched in early 2011. A collaborative effort with the talented Chikezie Ejiasi, we performed a thorough UX exercise and designed an improved faceted navigation and guided shopping experience. The goal was to make it easy for users to find their ideal sunglasses based on relevant facet categories, subsequently improving the ratio of visitors/browsers and browsers/shoppers.

Oakley Direct Sales Emails

Created 2010. Luxottica Global E-Commerce Group.

In addition to UX and design responsibilities for global Oakley/Luxottica web properties, I collaborated with Oakley’s online marketing team to create brand-oriented direct-sales emails. This LIVESTRONG™ eyewear direct-sales email is one of many that I have designed and art directed, with credit to 3D artist Sean Reilly for the beautiful render of the LIVESTRONG™ Jawbone. All emails are designed with attention to email best-practices to ensure they are accessible to all recipients. As we move towards the future, we continue to refine our approach to streamline production and support improved testing methods.

Edmunds.com Concept

Created 2009-2010. Self-initiated project.

During my employment at Edmunds, I worked with a team to evolve the user experience on Edmunds.com by applying progressive visual design, UX, and branding to new product initiatives. I am unable to show the wonderful design work my team and I created due to intellectual property rights, so here is my personal take on how Edmunds.com could have been redesigned. As one of the leading news and research sites for automotive consumers, my proposal makes it easy for users to find their ideal car based on attributes that are important to them. This is made possible by a faceted search UI for advanced users, with a supplementary guided search experience for users who need additional help to decide which vehicles and features are appropriate for their lifestyles. By quickly and successfully funneling users to their ideal make, model, and configuration, the goal is to support the increasingly important business initiative of increasing revenue via online dealer quote requests and sales commissions.

CSX 2 Game Concept

Created 2008. Self-initiated project.

Within my first few months at Edmunds, I was tasked as the lead designer of a new vehicle rating game catered towards automotive enthusiasts for Inside Line. I am unable to show the final design work I created due to intellectual property rights, so here is my personal proposal on how CSX 2 could have been designed. Based on prediction models and markets, the game is designed to allow players to research vehicles within a competitive set, rank the vehicles based on personal opinion, and predict the crowd’s final rankings. Because this game targets automotive enthusiasts, the flow and UI of the game encourages the user to research their vehicle by using the provided multimedia content for each vehicle. A careful balance is established to ensure that it would be easy for the user to progress through the game while maintaining a fun aspect of discovery. By providing a first-of-its-kind game experience people would enjoy playing, the goal is to collect valuable information that will be sold to manufacturers to help inform them about consumer preferences and perceptions.

User Experience Methodology

24/7/365. As applicable.

With a formal background in user-centered design and human-computer interaction, I enjoy exploring progressive new IA and UX methodologies. I have successfully collaborated with designers, developers, analysts, and business owners to evangelize, formulate, and implement UX thinking throughout organizations. My ultimate goal is to foster a productive, iterative environment for success based on measurable goals and results. This is one example of a flexible and scalable design documentation system to support this. Artifacts include page-level and site-level user goal and business goal documents, user flows, wireframes, visual designs, sitemaps, and user-testing results. This has resulted in an efficient design workflow that integrates Photoshop, Illustrator, InDesign, OmniGraffle, and Excel into a documentation system proven to significantly reduce human error and collaborative overlap.