2014

The Ask
Showcase the power and capabilities of Intel 2 in 1 devices within “The Intel Experience” in Best Buy’s across the nation.

The Outcome
An immersive musical experience with R&B artist Ne-Yo and his newest hit record. As users walked by the “Innovation Station” they were greeted by Ne-Yo’s virtual presence on large totems and an interactive retail table. On the table were two 2 in 1 devices that users could play with and switch up the modes to control Ne-Yo’s concert experience. The laptop mode allowed users to remix the song and share it out to friends. Whereas the tablet mode let users create their own light show on the table and totems.

To solve the issue of multiple users interacting with the table, we created a bonus mode that provided another set of concert elements if they decided to switch to a mode that was in use. We learned that it was tough to predict how users were going to handle the actual devices until we tested it. We then added clear notifications and calls-to-actions throughout the experience to help users understand what we wanted them to do.

I collaborated with multiple motion graphic and art designers to research, concept, and design the experience. User flows and usability testing were integral in the design process to make sure every element was intuitive and engaging.

CLIENT
Intel

AGENCY
Arc Worldwide

ROLE
Senior Interaction Designer

2014

The Ask
Create an online Allstate Mayhem experience around the insight that oversharing information on social media can make a person vulnerable to crime.

The Outcome
A social media & tv stunt that lead Allstate Mayhem Twitter followers to an ecommerce site where items of a couple’s home were sold for next to nothing. The set up sent a couple to the Allstate Sugar Bowl, where they shared their trip details on social media for everyone to see…including Mayhem. During each quarter of the game, a new batch of items unlocked for lucky visitors who got there first. Most of the items contained hilarious videos of Mayhem interacting with them. Within the site, visitors learned about how Allstate protects homeowners and their valuables and were driven to get an insurance quote.

Site objectives included:
- Make it clear that it is a true ecommerce platform and provide reassurance upon purchasing.
- Keep the experience live by setting expectations for when more items are available throughout the night.
- Showcase featured items with videos.
- Have no dead ends: drive the user to keep exploring other items throughout the rooms.

I worked with a creative team and a BA to execute the big idea. Research on ecommerce best practices was completed in order to design intuitive and engaging wireframes. Detailed annotations were provided to a third party development team.

Awards and Accolades:
- #MayhemSale became the number 1 trending topic in the world.
- The campaign contributed to an 18% increase in homeowners insurance sales.
- Young Guns International Gold
- Cannes Lion Titanium, Silver
- Cannes Lion, Bronze, Promo & Activation
- Cannes Lion, Bronze, Media
- Cannes Lion, Bronze, Direct
- One Show Pencils, 2x Silver, Merit
- D & AD Pencil, Graphite
- ADC Awards, Bronze
- AICP Next Award, Best in Show

CLIENT
Allstate

AGENCY
Leo Burnett

ROLE
Senior Interaction Designer

2014-2016

The Ask
Help Altria clients and team members get up to date analytics on how their websites and online touchpoints are performing. Altria’s online presence is their main focal point of advertising these days. They retain about 10 brand sites with in-depth content sections and promotions.

The Outcome
A responsive web app that allows users to select a brand and a brand touchpoint to query from. Touchpoints included site sections, promotions, emails, user generated content and call center results. Users had the ability to filter and sort multiple variables as well as switch between a graph and table view to see how their sites were performing. After discovering helpful results, users had the option to add a note and attach it to a section. Each touchpoint had its own set of features that allowed users to view results individually or compared to another.

The Altria Portal was a multi phased approach lasting over two years of work. I worked closely with the optimization team, an art designer, and a developer to uncover requirements, design wireframes, and build out the tool.  

CLIENT
Altria / Marlboro

AGENCY
Leo Burnett

ROLE
Associate Director, Interaction Design

2016

The Ask
Create a series of edutainment experiences for clients and employees of Leo Burnett, to help them understand how and when to use new technologies in their brand campaigns.

The Outcome
A mobile app that demonstrated the capabilities and use cases of Image Recognition was the focus for the first experience. Image Recognition allows consumers to use an app or web app to “take a picture” of an image or a 3-dimensional object, and have content returned to them.

After researching engaging edutainment methods, we decided to design an Image Recognition scavenger hunt throughout the Leo Burnett building. We learned from past internal experiences that the best way to get an employee’s attention was to offer food incentives if they complete the hunt. We kept it simple with only three landmarks to get employees to focus more on the tech than the hunt. Each landmark was set up by a clue they had to solve in order to find the item and take a picture of it.

I created user flows to show the various interaction points an employee may have with the app.  Wireframes and prototypes were designed to help with hi-fidelity user testing. Early results showed that employees were focusing too much on the experience and not on the technology. The use of standard bottom tabs as navigation was also bringing up issues in this version. The new concept moved the navigation to the top and streamlined the flow. I also added “tool tips” after each item was found to provide a small tidbit about the technology and how it’s being used. The update also took advantage of secondary navigational shortcut gestures to move through the experience. Employees not only enjoyed this experience more, they all navigated it with ease. 

[If you open the links below in mobile and then save to your home screen, you can view them as apps]

Click Thru the New (Top Nav) Prototype »

Click Thru the Old (Bottom Nav) Prototype »

CLIENT
Leo Burnett

AGENCY
Leo Burnett

ROLE
User Experience Director

2014-2015

The Ask
Redesign the consumers experience with Intel’s Intelligent Point of Sale tool based on user testing results.

The Outcome
A more intuitive and streamlined experience with current and additional features and functionality. The IPOS tool is installed on various Intel devices in retail settings throughout the world. It helps consumers learn about and explore the capabilities of Intel devices without the pressure of a salesperson.

We improved the layout and navigation to be more inviting and exploratory. The most successful change was refining the button treatments to look more touchable. To draw in consumers, we added a more dynamic and animated attractor loop to the devices idle state. Added functionality included the ability to view videos, images and experiences that helped sell up the device.

I collaborated with art designers and developers to ensure wireframes and comps met the initial requirements. We continued to user test and improve the software interface.

CLIENT
Intel

AGENCY
Arc Worldwide

ROLE
Associate Director, Interaction Design

2014-2016

The Ask
Enhance the options for how retailers install IPOS on Intel devices throughout the world. Intel Intelligent Point of Sale is a tool used to help consumers learn and explore the capabilities of Intel devices without the pressure of a salesperson.

The Outcome
We added an option of a cloud connected admin tool that allowed retailers to remotely update and push changes to multiple IPOS devices. Retailers could tailor their content to each device by managing their sections, logos, colors, pricing and promotions.

The goal of this project was to create an intuitive and simple tool that retailers would to use to help sell Intel products. It became a two-year project with constant updates and improvements to features and navigation. An extensive prototype was built around complex workflows and system requirements. I worked closely with a business analysis and developer throughout the project’s lifecycle.

IPOS is available in over 37 different languages running on Windows, Android, Chromebook, and Linux devices all over the world.

Click Thru the Prototype »

View the Admin Tool »

CLIENT
Intel

AGENCY
Arc Worldwide

ROLE
Associate Director, Interaction Design

2016

The Ask
Rethink how Coca-Cola agencies around the world receive and learn about shopper marketing materials for the 2018 World Cup. The current form was a static 200-page PDF.

The Outcome
A responsive interactive shopper toolkit web application (Data Asset Management tool). The goals of the tool were to inform and inspire offices around the globe of the marketing materials and thought starters available for their own FIFA campaigns. Upon first visit, users were immersed in campaign imagery and introduced to the features of the toolkit through a quick scrollable experience with side navigation. The home screen satisfied the audiences search vs browse mentality. Users could quickly dive into a category, such as POP or browse the Pinterest style gallery to get inspired. Within the category detail pages, content educated users on what assets were available and how to best use them. Users could also 'star' individual assets and save them to their campaign boards for later assessment.

I collaborated with an art designer on wireframes and design. Efficient navigation and exploring the gallery were key in helping empower marketers to build a FIFA campaign experience. The save for later feature was a great addition to mobile where we focused more on building a campaign board than downloading the actual assets.

CLIENT
Coca-Cola

AGENCY
Arc Worldwide

ROLE
User Experience Director

2016

The Ask
Redesign the Allstate Exclusive Agents recruitment website to improve interest and application conversion.

The Outcome
A responsive mobile first design that prominently showcased featured video content and call-to-actions. The old site consisted of only videos and no supplementary content, with KPI CTA’s buried at the bottom. Our goal was to create a site for potential small biz owners to get intrigued but not bogged down in the details. The site’s objective was to nudge our audience to contact a recruiter or apply online. Unfortunately, we weren’t able to include the job portal within this site, but I was able to feature a few openings per the user’s zip code.

Featured videos and FAQ’s were easily accessible from the homepage, with more information available in their given section. A LinkedIn plugin was added to help users view any Allstate connections they may have had. Within each section I tried to keep the content visually engaging and digestible. At the bottom of the pages I added large buttons to view the last or next section to lead them through the experience and have no dead ends.       

The main push for supplementary content to the videos was largely due to the poor mobile experience that existed. If a user couldn’t view a video on their phone, their next best option was to download a PDF that’s buried in a hamburger nav (and who downloads PDF’s on their phones anyway!). I’m a big proponent of not hiding the nav on any medium, out of sight out of mind. I tried multiple variations and if I had the budget I would have loved to A|B test them.

I performed a heuristic evaluation, facilitated user interviews, and assessed industry best practices for recruitment sites. Within the wireframe and prototype, I included an editorial strategy for the copy writer based on business requirements, users needs, and existing content assets.

View the Axure Prototype »

CLIENT
Allstate

AGENCY
Leo Burnett

ROLE
User Experience Director

2014

The Ask
Develop a consumer centered online shopping experience for the Markten e-cigarette.  

The Outcome
A responsive ecommerce site that focused on customer service and brand lifestyle. Upon landing on the home page, consumers were immersed in visual explanations of how the product works and the ability to purchase the products. Valuable ecommerce messaging such as, customer service topics, discounts, and warranty information were prominently placed throughout the site.

I collaborated with the client and strategy teams to uncover what the brand’s purpose and goals of the site were. I looked at competitors and best practices in the online world of CPG in order to determine the best approach for our new site experience. I then created detailed wireframes and prototypes that were skinned by art designers and developed by a 3rd party vendor.

One hurdle to get over was the registration gate that intercepts a user as they enter the site. From past experience we knew this caused a large bounce rate. We went with an approach that provided the consumer an overview of product features in the case they didn't want to register.

CLIENT
Marlboro Markten

AGENCY
Leo Burnett

ROLE
Senior Interaction Designer

2016

The Ask
Create an ecommerce site for a high-end fashion designer.

The Outcome
Passoni designs and sells handmade Italian bespoke shirts for women. The site’s purpose is to immerse the potential buyer in large imagery of the brand lifestyle, process, and finer details that go into every handmade shirt. A nice aspect of the site is the use of onHover zoom when viewing product detail images. This allowed us to hone in on the features that make Passoni shirts stand out from the rest.

After flirting with the idea of hiring a developer we decided that I would start with a Shopify template and build out the experience. I operated as the user experience designer, content strategist, art director, photo & copy editor, and builder of the site.

Visit PassoniBespoke.com »

2014

The Ask
Create an engaging interactive brand building experience for Marlboro.com

The Outcome
A responsive web application where users could create and showcase their own brand logo on Marlboro.com. Users entered their initials and selected a template and shapes from an assortment of options. To help them get inspired users could browse through the history of brands as well as view others in the Marlboro community. After they were finished they could download wallpapers and avatars with their new brand. Throughout the year we held promotions where users could win gifts embroidered with their brand.

I was responsible for best practice research, interaction models, wireframes, and usability testing. The brand builder quickly became one of the most used sections of the site. 

Visit Marlboro.com »

CLIENT
Marlboro

AGENCY
Leo Burnett

ROLE
Senior Interaction Designer

2015

The Ask
One in ten babies are born pre-term every year, with most of them in intensive care units for months at a time. Studies show that the mother’s voice can help preemies get out of the hospital faster and improve their brain development.

Our goal was to connect mothers and their preemies with Samsung technology in the times they could not be physically present.  

The Outcome
A mobile application that mothers could use to record their voice and send to a nurse who played their recordings to preemies in the incubators. After each voice recording was created we “wombified” the sound to remove high frequencies. Mother’s were encouraged to read books, sing lullabies, and speak words of encouragement. We enhanced the hospitals incubators and cribs with state-of-the-art speakers under the guidance of a medical consultant on the project.

The app also asked mothers to record their heartbeat to play as background noise when voice clips weren’t available. A secondary goal of the app was getting nurses to film video clips of the preemies while their mother’s voice was being played over the speakers. The nurses would periodically send these videos to the mothers so that they could feel connected and see the impact of their voice being played.

Initial concepts allowed mothers to view a live video feed while selecting which clips played over the speaker.  To make this feature a seamless experience, we looked at pinning the video to the top during portrait view, while allowing the user to scroll through their current video clips below (see screenshot 5).

I was brought on to the project as the user experience consultant to help brainstorm features and functionality but ended up starting the initial flows and wireframes before handing off design and development to a third party vendor. I researched and learned Android application design principles to execute a consistent platform experience for the app.

CLIENT
Samsung

AGENCY
Leo Burnett

ROLE
User Experience Director

2014

The Ask
Embarc is a three-year program that provides community-driven, experienced-based learning opportunities to low-income High School students to inspire and prepare them for college and career success.

Redesign the EMBARC website to embody the program’s identity and efforts to inspire and inform a variety of audiences.

The Outcome
A simple to navigate responsive site that connected multiple audiences to information about the program, events, the students, and how to get involved. Throughout the site, visitors were immersed in large imagery, statistics, and testimonials. Our goal was to help visitors quickly understand what the program was, why they should care, and how they could get involved. The Journeys section provided visitors an inside look at some of the activities and trips the students experience.    

Our main focus was showcasing how many ways our visitors could get involved with the EMBARC program. We started with a symbolic giving module that educated potential donators on how their money would be used. We then followed up with information on volunteering and becoming a partner. If these options were still too much for the visitor, we offered a simple email sign up for them to keep in touch with future program events.

I collaborated with the Leo Burnett Department of Design who rebranded the EMBARC identity. After planning and facilitating multiple research studies with stakeholders and potential users, I constructed wireframes and prototypes for design and development teams. 

Check Out EmbarcChicago.com »

CLIENT
EMBARC Chicago

AGENCY
Leo Burnett

ROLE
Associate Director, Interaction Design

2014

The Ask
Showcase the power and capabilities of Intel tablet devices within "The Intel Experience" in Best Buy’s across the nation.

The Outcome
An immersive augmented reality retail experience that included a physical 4 foot by 4 foot sized modal of a mountain and four surrounding tablets. Consumers used the tablets to view and control Mars Rovers in a race against time. The goal was to navigate the Martian landscape and collect various power pods in order to blast off to safety before the meteor reached Mars. Consumers had the option to play by themselves or with the group. After they selected their rover they were asked to calibrate their device by aligning an image on the screen. Consumers used their thumbs to steer and accelerate their rover around the mountain.

My mission was to create a simple and fun gameplay experience. Controls needed to be intuitive and quickly learnable. We looked at how users naturally hold their tablets during games. We then designed around the landscape orientation, with the main controls being close to their thumbs. User testing results showed that tips and instructions would be helpful throughout the experience.

I worked along side art designers to brainstorm features and functionality, design wireframes, facilitate user testing, and perform QA.

CLIENT
Intel

AGENCY
Arc Worldwide

ROLE
Senior Interaction Designer

2014

The Ask
Redesign Leo Burnett Revisions fitness club’s website to refresh the brand identity and add meaningful content and functionality.

The Outcome
A mobile first site that that featured content and functionality for newbies and current gym goers. After providing basic information about the facilities and sign up process we then focused on a live schedule of classes and events. Visitors could click on a class to learn more about it and add it to their calendar. They could also share the class to a friend to peak interest and get that much needed motivational partner.

I worked with a small team of an art designer and developer to concept, design, and test the site. For research, we surveyed and interviewed Leo Burnett employees who currently used the gym and others who were interested in joining.

Since content sections were shallow, we went with a one-page design layout for the site experience. Anchor link navigation swung the user down through various animations and transitions. Section detail states were designed as page overlays to keep the user feeling they didn’t leave the one-page site experience.  

Visit RevsionsChicago.com »

View the Axure Prototype »

CLIENT
Leo Burnett Revisions

AGENCY
Leo Burnett

ROLE
Associate Director, Interaction Design

2012

The Ask
Construct an immersive game experience for Marlboro.com, centered around the brand’s cowboy lifestyle.

The Outcome
A rope slinger SIM that brought out the cowboy in us all. Users lassoed their way through six levels of increasing difficulty. To complete a successful toss, users aimed their mouse and then clicked a moving power meter when they felt the distance was correct. Roping items included barrels, dummy cattle, and moving buffalo. After completing certain levels, they received a reward and unlocked the next level. Gameplay was timed and high scores were added to the leaderboard.

It was clear from the beginning we needed to do our research in order to make this SIM as authentic as possible. We even took a lesson from a real Marlboro cowboy. The lasso mechanic turned out to be the trickiest and required the most amount of game and simulator research. It needed to be simple to pick up but hard to master. After doing user testing, we found the immediate feedback of a throw was vital to a seamless gameplay experience.

I collaborated with creative teams and produced the full gamut of user experience activities and deliverables on this project. Ranging from user and subject matter research to wireframes and user testing.  

The SIM achieved some of the highest participation numbers throughout the year. It won a Leo Burnett GPC 8 ball (an internal award) for Digital work.

CLIENT
Marlboro

AGENCY
Leo Burnett

ROLE
Senior Interaction Designer

2011

The Ask
Create a widget for Spotify’s new platform that Leo Burnett brands could sponsor.  

The Outcome
An online real-time concert experience using Spotify’s unparalleled library and social networking features. Users could view a list of upcoming concerts and set reminders for ones they wanted to virtually attend. During a live concert the interface turned into a virtual stadium where user’s Spotify pics had a seat on the screen. Social channels were scraped for the band’s set list and the songs were played in real-time. Fans could join in on the conversation and play band trivia with each other. Three toggles allowed fans to switch their view between the Spotify audience, song lyrics, and images from social media at the live concert. After the concert users could save the playlist for future use. Past concert playlists were then stored in the widget for fans to browse and listen too.

Virtual concerts became a great opportunity for brands to sponsor and a perfect place for fans to follow their favorite bands and interact with other diehards.

I worked with a creative team to research, brainstorm, concept, and wireframe out the virtual concert experience. One of the more enjoyable projects as I was able to do user research and design on something I love.

CLIENT
Leo Burnett & Spotify

AGENCY
Leo Burnett

ROLE
Senior Interaction Designer

2015

The Ask
Use Chicago Ideas Week as a platform to bring awareness to the Gun Violence epidemic

The Outcome
An interactive music video experience where users could upload their own 20 second verses and be added to the track. Renowned Chicago artists, including Common, kicked off the video with their own version and then asked others to join in. Visitors had the option to download the background track and upload their own video or use their webcam to create a video. Verses were then stitched together for a never ending track that auto-played after each rap.

Assuming that most visitors were interested in viewing the videos, we wanted to make sure it was easy to browse the verses and quickly skip to the next one. We also knew we needed to keep the creation process simple and consistent with their current methods. Allowing the two options provided them the capability to make a studio quality video or quickly drop a verse.  

Key site features include behind the scene stories from family members and friends of gun violence victims. As well as callouts to get involved and social share links to spread the word.  

I collaborated with multiple creatives and developers to bring this experience to life. Numerous user flows and concept wires were created to figure out the best way for users to add their own verses.

Within days the track grew from 4 minutes to an hour. The campaign was recognized by major news outlets and won awards at the American Advertising Awards, AICP/NEXT, One Show Advertising, and ADC.

Check out MusicVsGunViolence.com »

View MusicvsGunViolence on Chicago Ideas »

#PutTheGunsDown

CLIENT
Chicago Ideas Week

AGENCY
Leo Burnett

ROLE
Associate Director, Interaction Design

2014

The Ask
Create a social participation campaign and website for the ComEd Icebox Derby STEM Cup to empower young women

The Outcome
Working with STEM mentors from ComEd, teams of young women built and raced eclectic cars using old fridges and freezers. Each week the teams had a different STEM challenge they had to complete in order to manufacture the car correctly. Throughout the journey we documented the action on our site and asked the community to use the hashtag #Empower and the #TeamName they were routing for. If the team surpassed a certain number of social media mentions each week they would receive a bonus for their car. Fans and team members could follow their progress in real-time on the site as well as learn about the teams and the STEM movement.

We chose to build a custom template on Tumblr since it was our audience’s favorite social medium, the average visit was 14 minutes longer than Twitter and Facebook, and it allowed for easy content sharing across platforms. I delivered detail wireframes and worked closely with creative and development to ensure the site experience was intuitive and engaging.

Visit theiceboxderby.com »

CLIENT
ComEd

AGENCY
Leo Burnett

ROLE
Senior Interaction Designer

2014

The Ask
Design a mobile experience for the Art Institute of Chicago’s “Unthink Magritte” art exhibition.

The Outcome
A mobile app that asked users to browse Magritte’s famous paintings and share their own interpretations of them with the community. After selecting a painting from the home screen, users had the option to submit a text, audio, or image interpretation of the work. Interpretations were then added to the stream where users liked and shared the posts. From the menu, users were able to find their favorites and browse interpretations that their Facebook friends contributed. Some of the best submissions were even used in the exhibit’s audio tours.

A responsive design site was also created to help drive traffic to the exhibit and download the app.

I spent time researching, concepting and designing multiple mobile app layout options. The app then became an exercise in finding the best gesture navigations and transitions. Prototypes were then tested to ensure users could navigate between paintings and intuitively submit their own interpretation.

CLIENT
Art Institute

AGENCY
Leo Burnett

ROLE
Associate Director, Interaction Design

2013

The Ask
Redesign the Beef it’s What’s for Dinner website to inspire consumers understanding of beef’s power to elevate any meal.

The Outcome
A content rich and engaging site experience that encompasses the full Beef story about production, nutrition, and food. After visiting multiple butcher shops, it became clear that this topic could be intimidating to the beef newbie. We knew we had to focus on making this site simple and consumer friendly. The ‘Butcher Counter’ became our main section where we sought to educate moderate beef eaters on the variety and versatility of over 32 cuts of beef. To inspire visitors, we showcased delicious looking beef imagery along with full recipes. We provided them with video instructions, downloadable tips, and ‘how to speak beef’ to empower their future beef endeavors.

Knowing that our audience needed some guidance, we offered multiple ways to browse the different cuts. These included: by name, category, cooking method, and featured topics from butchers. Within the cut detail pages, we provided users with everything they needed to know to purchase, prepare, cook, and impress their dinner mates. Users could share recipes and tips with the Beef community. We also learned from the research that most cuts of beef are too similar for the novice to understand the difference. We added a feature that allowed users to select and compare multiple cuts to each other.

I worked with a team of copy writers and art directors to research, concept, and design the experience. User research led this project and impacted multiple sections and features of the site.

CLIENT
Beef

AGENCY
Leo Burnett

ROLE
Senior Interaction Designer

2013 & 2014

The Ask
Create a fun new way for Leo Burnett employees to experience the Super Bowl commercials.

The Outcome
A HumanKind remote control app where employees viewed and rated the commercials as they aired on tv. Employees applied the HumanKind scale (1-10) to each commercial. Info and guide buttons provided information about the scale and the full list of aired and upcoming commercials. If an employee missed a commercial they would be notified of how many in their queue and in the guide list.  

We started the app in 2013 and then enhanced it for 2014. Enhancements included: showing the average community rating after they vote, adding images of the commercials to help visually connect them, and allowing employees to sort the guide list.

I collaborated with LB creatives to concept and produce wireframes/prototypes for user testing and development.

CLIENT
Leo Burnett

AGENCY
Leo Burnett

ROLE
Senior Interaction Designer

2012

The Ask
Ride the wave of causal social gaming and create a fun side project with friends.

Key characteristics of casual gamers:
-  They seek mindless experiences
-   Mechanics must be easy to learn and consistent with other games
-   Rules and gameplay need to be simple
-   Feedback should be direct, clear, and highly visible
-   They are motivated through periodic achievements

The Outcome
A crazy fun word collecting game that pitted friends against each other to see who could find and play the greatest words within their surroundings. Players took turns locating high point valued words around them and snapped pictures of them to use for their turn. Street signs, wine labels, and posters were all fair game. The tricky part was finding a high point valued word that started with the last letter in their opponent’s submission.

To keep the game more exploratory, players were not allowed to use their words more than once. Games were played until the user reached 100 points. ‘Words of the day’ was a bonus feature where players could use one of the top words found by the community each day.

We wanted to find a way where players could be in the virtual and physical environment. To be aware of their surroundings and maybe even learn a new word or two. It was a fun side project and I had a great time brainstorming and designing wireframes with co-workers.

2012

The Ask
Create an online presence for pro tennis star Caroline Wozniacki

The Outcome
A dynamic website that focused on Caroline’s highly active social media activity. We built a live social aggregator for her Twitter, Facebook, Tumblr, and Google + accounts. It was a place for fans to truly get to know the star and everything that goes on in her life. For stress-free searching and browsing, we tagged each and every post to a specific category. Throughout the season we posted results to her schedule and allowed fans to track her current matches in our live scoring module. The Pro Shop offered fans an opportunity to purchase the gear that Caroline wears. They could also personally interact and connect with Caro in the Fan Club.

I collaborated with an art designer and developer to build out the experience. Research into celebrity and athlete sites were done to understand what features and functionality fans want in a site. The majority of this project was spent designing wireframes and prototypes for the development team.

Visit CarolineWozniacki.com »

2016

The Ask
Create an interactive experience for Philip Morris International that encourages adult smokers (ages 18-29) to follow their passions.

The Outcome
An online video site called CULT.com that featured stories of how people pursued their dreams. CULT stories were based on an insight that an individual’s experiences and achievements were celebrated through likes and comments, but what’s not shared is the practice, dedication, defeat, and decisions that led to that person’s success. The objective was to inspire millennials with the ‘how’ and push them to visit the Make Your Move site, where PMI would select a handful of users to fund their passions.

The site provided a platform for millennials to connect with a community of likeminded individuals looking to develop their own point of view towards their craft. Users could browse stories by lifestyle categories or by series. Within each story, we presented multiple content types to go along with the featured video. This allowed our artists to tell their story their own way. Our goal for navigation was to make it as easy as possible to browse a story and quickly view a new one.

I collaborated with a content strategist to brainstorm and concept the experience. Wireframes and prototypes were created to sell into the creative team and clients.

View the Prototype »

CLIENT
Philip Morris International

AGENCY
Leo Burnett

ROLE
User Experience Director

2015

The Ask
Craft an online experience to go along with the McDonald’s Pay With Lovin Super Bowl campaign.

For two weeks, random customers at McDonald’s got the opportunity to pay for their food by performing various acts, including calling their mothers, dancing, or high fiving an employee.

The Outcome
A custom Tumblr site aggregated social media posts with the hashtag #PaidWithLovin. A live ticker across the top of the site showed how many Lovin acts had been performed. Visitors viewed the user generated content and shared them out to friends. Curated messages and video content of various acts was also added to the site throughout the campaign.

I produced user flows and wireframes for the desktop, mobile, and social experiences.

View the Super Bowl Spot »

CLIENT
McDonald's

AGENCY
Leo Burnett

ROLE
Associate Director, Interaction Design

2014

The Ask
Encourage Leo Burnett employees to donate ‘unwanted gifts’ to the Off the Street Club charity during the holiday season.

The Outcome
A social campaign that asked employees to simply post a picture of their gift with the hashtag #GiveWithAHashtag to receive a direct message with a link to download a pre-paid shipping label. By posting a picture of the donated gift, it not only held the user accountable but gave them instant gratification in knowing their friends could see how generous they were.

The best part of this campaign was installing screens wrapped as presents under the Off the Street Club’s Christmas tree. We aggregated the hashtag from social media and displayed the presents for the kids to see.

We then built a site that showed a live feed of the Christmas tree. Visitors could click on the virtual screens to see who donated the gifts as well as search for their own.

I collaborated with creative and development teams to research, brainstorm, and craft the experience. Social media user flows were key in helping the team understand what we were asking of our employees. The campaign was a success and the number of donations out performed the previous years combined.  

CLIENT
Off the Street Club

AGENCY
Leo Burnett

ROLE
Associate Director, Interaction Design

2015

The Ask
Create multiple microsites that bring to life the Hallmark holiday campaign online.

The Outcome
Responsive one-page site designs that introduced the holiday cards and helped visitors purchase them. The site featured campaign imagery and videos of user generated stories around each holiday card. Visitors could browse their closest store locations based on their zip code or purchase them online. To get users to engage with the campaign we asked them to create their own holiday photos and share them out. After uploading an image, they could select from one of five card filter overlays. Images were aggregated from the hashtag #CareEnough, then moderated and added to the user generated gallery.     

I produced user flows and detailed annotated wireframes for creative design and third party developers.

View the Holiday Prototype »

CLIENT
Hallmark

AGENCY
Leo Burnett

ROLE
User Experience Director

2015

The Ask
Help Leo Burnett Global Leadership and the New Business Department develop a way to showcase agency case studies to potential and existing clients.

The Outcome
A responsive web app where team members can upload, find, and present case studies to new business opportunities. Where most agencies were showcasing their projects through PowerPoint decks, we chose to create a rich digital experience. This was the first time Leo Burnett's global case studies were cataloged and organized in an online format.   

The project started with case studies organized as Channels with Categories and even some with Sub-categories. After a round of user testing we realized our multiple level design made browsing confusing and difficult. We organized everything into Channels and added sorting and filtering elements. A search feature was also added to the homepage to help team members quickly find a case study. Within a Channel or search results we included three ways to view the studies to help users browse the way they want to.   

I facilitated multiple rounds of interviews and user testing in order to design intuitive and meaningful wireframes for the end user.

CLIENT
Leo Burnett Global

AGENCY
Leo Burnett

ROLE
Associate Director, Interaction Design

2013

The Ask
At the current rate of hiring, true equality will not be realized in the advertising industry until 2079. In 2013, Leo Burnett decided sixty-six years was too long to wait.

Use the web to help spark immediate change throughout the industry.

The Outcome
A responsive site that asks people to join the movement by uploading a picture of themselves. After uploading or taking a selfie, users can reposition their image and select from three different No.2.66. overlay options. Visitors can also view other members and share out their images.

User flows and wireframes were created to help designers and developers build the gallery and photo submission process.

Join the Movement at no2six6.com »

CLIENT
Leo Burnett

AGENCY
Leo Burnett

ROLE
Senior Interaction Designer

2014

The Ask
Create a web presence for Leo Burnett Interactive.

The Outcome
A responsive site focusing on the department’s recent work and capabilities. The one-page site experience allowed visitors to browse and quickly find what they’re looking for. Video and animations were added to give the site experience the LBI personality. We made sure there were no dead ends by adding the gallery to the bottom of each case study detail page.  

I worked with creative leads and developers to produce layout options and detailed wireframes.

Visit lbi.io »

CLIENT
Leo Burnett Interactive

AGENCY
Leo Burnett

ROLE
Associate Director, Interaction Design

2016

The Ask
Construct a user flow to show how participants will experience the Esurance "Pass it On" Superbowl sweepstakes.

The Outcome
Throughout the Superbowl, users retweeted messages with fun facts about the brand from @Esurance tagged with #EsuranceSweepstakes for a chance to win up to $250,000. To show the sweepstakes was authentic and in real-time, we announced winners every quarter and recorded their reactions to repurpose throughout our social channels.  It was an opportunity for the brand to reach a massive social audience and share their campaign messaging.

I worked with the strategy and sweepstakes team to ensure we reached users during their second screen experiences, provided enough value to peek interest, and made it easy for them to participate. We focused solely on Twitter to utilize their leading #hashtag functionality and the ability to scrape their API for sweepstakes entries.  

View Campaign Press »

CLIENT
Esurance

AGENCY
Leo Burnett

ROLE
User Experience Director

2014

The Ask
Create a tool that connects Leo Burnett Interactive employees to projects and vacation days.

The Outcome
A web app that allows multiple personas to perform different user functions within the tool. All team members have the ability to view project details of current and past projects. They can submit their own vacation days to the calendar as well as view contact information and days off for co-workers. Producers and team leads can quickly track estimates and create new ones from old templates. Resource managers assign projects to available employees as well as approve and reject pending estimates.        

I worked closely with an LBI developer to facilitate interviews, concept features and functionality, design wireframes with detailed annotations, and user test multiple prototypes.  

CLIENT
Leo Burnett Interactive

AGENCY
Leo Burnett Interactive

ROLE
Senior Interaction Designer

2014

The Ask
Create an Apple iWatch app that helps woman understand how their body reacts to stress.

The Outcome
An app that used the watch’s native heart rate monitor to highlight what is happening to her body as a result of different stimuli, allowing her to track and log those events. This identified the number of changes to help her better understand, classify, and manage stress throughout her day. The business goal was to promote Secret deodorant during the ups and downs so that she’s prepared in the future. Our design strategy was to make the logging process as simple as possible when heart rate alerts were sent to the user. To log the event, they tapped a good or bad button with the option to add more detail via voice or photo. At the end of the day they were sent a recap of how their day went compared to their average number of spikes.

Upon first visit, users were introduced to the app’s features with a quick product walk thru. They also selected how many alerts they’d like to receive throughout the day. The watch synced with the iphone health app which then informed our Secret app.

I collaborated with a junior experience designer on features and functionality as well as wireframe design.

CLIENT
P&G - Secret

AGENCY
Arc Worldwide

ROLE
Associate Director, Interaction Design