The most memorable and successful user experiences are well-researched, data-driven, and scalable.
The following UI designs and design systems for web and digital products are samples from high-performing projects I was lucky to be a part of.
Per NDA compliance, brands and specific indicators have been obscured or removed
A Sleek Salesforce Experience Redesign
The Process: A major hospitality group sought to create a luxury Salesforce experience for their hotel owners, managers, and opening teams. As Art Director, I led the visual integration of their brand, blending elegance and functionality to craft a sophisticated, personalized experience that enhanced user engagement and streamlined operations.
SaleseForce is a powerful, flexible, and utilitarian solution that supports complex workstreams and processes for businesses in all industries. The issue, as many know, is that it looks like SalesForce.
The use case here was leveraging SalesForce as a project management tool for hotel chain investors around the world. It needed to be compatible in multiple languages and usable by the opening staff leadership, including the General Managers, the restaurant leads, administrative leadership, landscaping and outdoor curation teams, interior designers, etc.
The Results: Moving from a more manual, often Excel and email and calendar system was a major step forward. The ability to monitor and track opening progress, projects, timelines, and stakeholders is critical and this tool supported progression, transparency, and ensuring deadlines were met. The experience tested very well and because I was able to work closely with the development team, the design system we created was faithfully deployed.
This tool supported owner confidence in their teams, their investments, and their relationship with the brand.
Catering to Luxury
An Elegant Online Experience & Design System Built from the Ground, Up
The Process: Often not thought of, but when it comes to luxury suites at stadiums, how does the food and beverage selection get there? How do they decide what shows up and when? For this project, a clunky, visually lacking, and antiquated experience was fully reimagined from the ground, up.
Shown above, are the sign-on screen, a menu page, and an event page.
The Results: This experience empowered suite-goers with the capability to assign food and beverage orders to specific events at specific times.
The prototypes tested very strongly, and while the initial scope was limited to desktop views, the design fidelity and client relationship that emerged led to an extended partnership to build out mobile design views.
Meeting Customers Where They Are to Make Car-Buying Easy
As mobile web traffic began saturating the device type for visitor data across the retail board, Carmax realized they had a problem. Firstly, the .com experience was optimized for desktop browsers exclusively, and the mobile experience was redirected to a separate platform altogether.
The Process: While at Razorfish, I, along with my ACD worked with our client, account teams, PMs, and UX SMEs to completely reimagine the carmax.com website for easier shopping, comparing, appointment setting, and so much more from any device and screen size.
Rubber. Meet road.
I like bars. Candy bars. Dive bars. Monkey bars.
In this industry, while it sometimes feels unfair in my favor, there’s nothing like a low bar.
This was the case with Carmax. They were such a great client with tremendous opportunities for enhancement and growth online. In this one-year project, our Razorfish team worked with Carmax to establish functional and user requirements, our CRUX team (which included UX and UI) turned that work into user flows, wires, designs, and stories which tested very well.
The Results: In the end, the numbers were incredible. Lead-gen alone shot up by thousands per month, ultimately leading to more retail foot traffic and sales.
Transforming Travel: Reimagining the Delta Journey from Takeoff to Touchdown
The Process: In the course of just over a year, while at Razorfish, I was on the team that helped fully redesign the flight booking from the delta.com homepage to flight & seat selection, to trip extras, payment & review, and confirmation.
The Results: Multiple design iterations, continual user testing, client feedback, and cross-team collaboration yielded an award-winning experience that optimized the process, tested exceedingly well, and saw profit increases by way of easy to add, in-line upgrades, and optional trip extra.
Have a Seat
One of the more fun “side-quests” that fell into my lap during this project was the seat selection experience. We requested schematics for every plane in Delta’s fleet along with available designs and photographs of the seat options for each plane. Using Illustrator, I drew every plane and seat available. Once approved, I exported these as sprites for the dev team.
My designs helped millions of people worldwide get where they wanted to go daily.
