GoodwinLaw.com

A global top 50 law firm, Goodwin breaks new ground for its pioneering clients. They had recently undergone a rebranding and repositioning to better tell this story. From business services to marketing, the 102-year-old firm embraced consumer experience as a powerful brand differentiator. The next step was to revitalize Goodwin's online presence.

We used user-centric design principles to guide the website redesign, challenged ourselves to innovate and push beyond what was expected in the industry, and created a modern and flexible design system that would serve the firm moving forward.

MY ROLE

◊ Led the redesign efforts for GoodwinLaw.com

◊ Worked with the Goodwin clients to understand the issues with the existing site and align around a vision for the redesign

◊ Worked closely with strategy, content, and design teams to create an experience that satisfied the needs of their audiences while showing Goodwin's entrepreneurial spirit, impactful work, and thought leadership

◊ Supervised handoff of functional and interaction design to Goodwin's development vendor

View the Interactive Case Study

---

Land O'Lakes Delete to Feed

Social media abounds with food pics, but food insecurity lacks awareness. The concept was simple. For every Instagram food post deleted, Land O'Lakes and Feeding America would donate 11 meals to feed the hungry. The challenge put to my team was to create a seamless user experience from the campaign site to Instagram—and back.

On the campaign site, users connected their Instagram account to pull in photos (we used keyword matching to bubble up potential food posts). Selecting a photo linked users to their post on Instagram, but not before showing an extra reminder to come back for a shareable badge. Users returned (and our system checked to make sure they made good) to see their deleted posts commemorated in a single graphic.

Here's a design prototype of the entire flow:

My Role

◊ Created the user flow to solve the Instagram roundtrip challenge and validated it through user testing

◊ Oversaw wireframe design for the mobile-first landing page and delete flow

◊ Collaborated with design and development teams to implement

---

Panerabread.com Redesign

In late 2013, Panera launched a redesigned brand site that put the focus back on food. We created an experience that presented their menu in a more visual and engaging way, and worked equally well on tablet and desktop.

My Role

◊ Designed a responsive (to tablet) layout and interaction system for the new PaneraBread.com

◊ Worked closely with visual design and technology to implement the experience

◊ Created a future vision for integration of ordering on the main marketing site

---

Panera Membership Activation

☆ 2014 MITX Finalist for Social Content

Panera Bread partnered with LoseIt!, a weight loss app with a dedicated member base, to drive loyalty and engagement, and support a healthy product launch in January. With social extensions on Pinterest and Facebook to inspire participants throughout the month, the challenge engaged over 100,000 active users and was recognized as a finalist at MITX 2014.

My Role

◊ Worked with client teams at Panera and LoseIt! to drive customer experience strategy and user flows

◊ Ideated on campaign extensions on social channels, creating motivational pins on Pinterest and posts on Facebook

◊ Created layouts for promotional pages supporting the initiation flow

---

Mohegan Sun Casino Redesign

With its stylish interior design and high-profile concerts and events, Mohegan Sun was ready to attract a younger generation of visitors. We created a new website that channeled the energy and architecture of the space. Long, image-rich pages with light interactive elements told a brand story that positioned Mohegan Sun as complete entertainment destination.

My Role

◊ Participated in the winning pitch for the redesign

◊ Led the experience design efforts from concepting to wireframing

◊ Long, image-rich pages with light interactive elements told a brand story that positioned Mohegan Sun as complete entertainment destination

---

Ionos™ Airport Kiosk

Ionos is a Sapient marketing platform provides real-time flight information and airport wayfinding for travelers, while serving targeted advertising. 

We created an experience for the Minneapolis-St.Paul Airport that has served as the foundation for a multi-airport rollout. Knowing the harried mindset of travelers, we made sure to keep the interaction immediately intuitive and effortlessly simple. We researched the limits of the form factor to design for all user heights and wingspans. Fully ADA-compliant, the kiosk also includes a wheelchair-accessible mode that rearranges the buttons and content.

My Role

◊ Worked with client to gather requirements 

◊ Researched ADA-compliance and form factor considerations

◊ Led creation of wireframes and user flows

---

Lenscrafters.com Redesign

LensCrafters needed an online foundation for a multi-year omnichannel strategy. We redesigned the site with the flexibility to scale and support e-commerce and other initiatives. The consumer journey drove the experience, which is personalized and consistent across channels. We used mega navigation menus to speed the path to product, targeted segments with relevant promotions, encouraged product exploration with large imagery, and provided guidance and ties to the in-store experience with “Find Your Look." After launch, LensCrafters used the redesign as a model for several global sister brands.

My Role

◊ Created consumer journeys to support the concept phase

◊ Collaborated on concepting of the digital 

◊ Led the production of wireframes and user flows to support business requirements 

◊ Concepted social activation ideas and partnerships with fashion brands

---

LensCrafters Facebook Connect Experience

☆ 2013 MITX Finalist for Social Content

The LensCrafters “How You See It” social campaign celebrates the joy of “seeing” by creating a personalized video and collage. After the user connects to Facebook, we pull in photographs and memories and string them together into a narrative video. The collage that is generated can be edited and saved as a cover photo on Facebook.

My Role

◊ Concepted storyline and logic behind the experience

◊ Created user flows documenting the ecosystem between the website and Facebook

---

Branding and Design

Ardent Craft Ales
Branding & Visual Identity

In June 2014, my partner-in-crime (and professional brewer) opened Ardent Craft Ales, a craft brewery in Richmond, VA.

Institute of Contemporary Art/Boston
Visual Design

IdeaPaint
Illustrations & Concepting
Agency: Mullen

Vigo Clothing
Branding & Visual Identity
Agency: Ynot Group Shanghai

---

Experience Design Deliverables

For these projects and others, I lead the creation of design deliverables including:

• Wireframes
• User Flows
• Experience Strategy
• Competitive Analysis
• Customer Journeys
• Personas
• Infographics

These are password protected. Please contact me for access.

---