Select Projects
- Good. Morning. First Watch website information architecture and design. View Case
- Purchase Insights Cardlytics website information architecture and development. View Case
- Full-Stack Digital Vert Digital rebrand and web redesign. View Case
- Tools for Techs Sonic website and ecommerce experience redesign. View Case
First Watch Redesign 1
Our redesign for First Watch, a rapidly expanding fast-casual restaurant brand, drove a 6% increase in online revenue & 100K more daily visitors.
- Information Architecture
- Art Direction
- Front-End Development
Project Goals
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1. Reduce friction for ordering and waitlist flows
Allow users to quickly order or get on the waitlist at their nearby First Watch specific location quickly.
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2. Increase organic search performance
Rework sitemap and technical architecture for better search site speed and optimal crawlability
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3. Highlight the brand story
A new site needed to do more than efficiently move users through an ordering funnel.
Design Solution Location-Based UI
Reduced friction with a global location-specific elements
To help get users quickly make their next click, we iterated on a design of a fixed element that would give one-click access to location-based ordering, menu and waitlist, while also providing critical details, like directions, nearby locations, wait times, etc...) without having to click through to a new page.
Design Solution SEO Structure
Search-friendly menu & location pages
The team reworked the sitemap to include additional page types to add depth to the search profile. We focused content design on clear hierarchy and user-friendly detail sections to capture keywords, and we added relevant schema markup. Front-end design patterns were created to ensure the use of SEO-friendly semantic HTML and improved CWV performance metrics.
Design Solution Technical Architecture
Better performance with server-side rendering
The IA and Engineering team created a custom server-side build process that would allow core menu and location pages to be loaded, lightning-fast, without the use of a database - reducing server load during peak hours on the weekend.
Design Solution Visual Refresh
A more immersive brand experience
It was important to First Watch brand stakeholders that the look and feel best represent who they are: fresh, new and authentic. In our visual design phase, we did multiple iterations of core pages to capture the right look and message.
The results
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6%
Increase in website revenue YoY
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100K
More users to the site daily YoY
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11%
More pageviews YoY
Cardlytics Web Redesign 2
Cardlytics a native-ad platform that drives the credit card rewards system for banks in the US and UK. After their IPO in 2019 they needed they rebranded a web experience that better represented them and their expanded offerings.
My Role
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1. Information Architecture
I worked with our analytics, SEO and creative strategy leads on a discovery brief. We used these insights to build a comprehensive sitemap, user flows and a complete set of wireframes.
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2. Creative Consultation
Cardlytics in-house design team worked on the visual design for this project, but our team held regular check-ins with them to ensure SEO and CRO recommendations were kept top of mind.
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3. Front-End Development
I built much of the underlying core site theme, including core global components and high-impact page layouts, like the homepage and menu page. I worked with a small team of developers on other, deeper front-end implementation.
🚧 More details coming soon...
I’m still working on this one. Connect with me on LinkedIn for more details, or check back here (if you are very patient/persistent).
Vert Digital Rebrand 3
Vert Digital grew from a small boutique digital ad agency to a full-service firm with 35+ employees. They asked their internal team to make them look and feel worthy of the Fortune 500 clients they were pitching.
My Role
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1. Information Architecture
I worked with our analytics, SEO and creative strategy leads on a discovery brief. We used these insights to build a comprehensive sitemap, user flows and mid-fidelity wireframes of core pages.
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2. Visual Design
On this project I lead the visual design phase, working with a small team of designers to create the underlying UI design system, page layouts and design-handoff documentation.
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3. Front-End Development
I built much of the underlying core site theme, including core global components and high-impact page layouts, like the homepage and menu page. I worked with a small team of developers on other, deeper front-end implementation.
🚧 More details coming soon...
I’m still working on this one. Connect with me on LinkedIn for more details, or check back here (if you are very patient/persistent).
Sonic Tools Web Redesign 4
Sonic sells high-end toolboxes and toolsets to automotive and aviation technicians and businesses. With over 2000 tools and products, we helped create frictionless online buyer-journeys with smart configurable product templates.
My Role
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1. Information Architecture
I worked with our analytics, SEO and creative strategy leads on a discovery brief. We used these insights to build a comprehensive sitemap, user flows and a complete set of wireframes.
-
2. Creative Consultation
Cardlytics in-house design team worked on the visual design for this project, but our team held regular check-ins with them to ensure SEO and CRO recommendations were kept top of mind.
-
3. Front-End Development
I built much of the underlying core site theme, including core global components and high-impact page layouts, like the homepage and menu page. I worked with a small team of developers on other, deeper front-end implementation.
🚧 More details coming soon...
I’m still working on this one. Connect with me on LinkedIn for more details, or check back here (if you are very patient/persistent).
About Me
Hello world. I’m an interactive design lead with broad experience as a creative and developer. I specialize in helping companies align business goals with user needs and bridging gaps between UX, design and engineering.
Brands I’ve Worked With
My Approach A few things I believe
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Insights drive better design. Design drives better insights.
Understanding your users’s needs and pain points are paramount. Gathering qualitative and quantitative data at the onset of a project is a good start, but real actionable insights are mined over time with iterative design and ongoing testing. Design, test, distill, repeat.
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Code is a design language. Final designs are written in it.
Siloed design and development phases of projects create inefficiencies, disconnects and ultimately a less usable end product. Detailed designed files provide great blueprints, but they will ultimately become artifacts. Developers should be embedded in the design process from the start, and, when possible, design iteration should occur with real code.
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Microinteractions matter. Details compel conversion.
Designers and stakeholders tend to focus on the 'macro': a perfect hero image, clever page heading or ensuring every possible link is in the nav. Great web experiences also hinge on smaller and less sexy elements, like: the loading state on a button, a well placed error message with helpful copy or a subtle animation that encourages the next step.
Hi. Pleasure to meet you
I’d love to chat
Topics that’ll likely will get an immediate reply include: Auto-layout in Figma, the Cardinals starting rotation and keeping wood peckers out of the fascia board on the north side of my house. Send a message here or connect with me via LinkedIn.
Got it! Thanks for reaching out, and for not being a bot. I'll get back in touch soon.