THE CHALLENGE: Evolve the brand identity and overall customer Eexperience for a massively innovative company that didn’t present itself publicly in a manner befitting its stature in the transplant/medical device category.
THE SOLUTION: Grab a shovel (metaphorically speaking) and get to work. My team built out a completely re-envisioned brand identity, and brought that to life via short-form videos targeted at both transplant medical professionals, as well as a modern and immersive conference exhibit experience that evolved annually as the company continued to grow its market share and expand its technological capabilities.
THE RESULTS: A significant increase in customer engagement with an annual User Conference hosted in Boston, 3-year YoY revenue growth of 300%+, and a unified brand presence befitting of the company’s leading position in the industry.
– Aetna.com Enterprise Design System
Leading the Digital Experience group within Aetna’s internal marketing agency included taking responsibility for overhauling the outdated and unfriendly Aetna member experience on Aetna.com. It was imperative we did everything possible to radically simplify their experience and reduce friction, while implementing within a robust & scalable design system.
So that’s what we did, creating a comprehensive component library in Sketch (these were pre-Figma days) and working closely with our Aetna MarTech counterparts to have it implemented in Adobe Experience Manager (AEM), ultimately supporting more than 50 sites and 6 brands within the CVS Health/Aetna portfolio.
THE CHALLENGE: John Frieda’s global marketing team needed outside expertise to lead them & their IT counterparts through a full redesign of JohnFrieda.com and platform migration from disconnected regional websites to a truly global web platform that could support regional site experiences for 16+ countries and preserve and protect brand identify.
THE SOLUTION: I led a cross-functional team: strategist, designer, copywriter, developer, producer, in the development of a global web strategy, full UX & visual design prototypes, design & copy content development, and front end HTML & CSS template development, working with the Kao/John Frieda's IT team & external AEM implementation partner (Cognizant).
- CenturyLink Home Page redesign
As one of the first interaction points for many prospects & customers, the millions of monthly visits to CenturyLink.com present a significant opportunity for the brand to properly introduce itself and initiate successful customer relationships.
My XD team @ Arnold was tasked with the challenge of envisioning a new home page design that delivers on the brand’s promise of “making lives better by connecting people to the power of the digital world” and giving visitors a sense of the brand's humanity and feeling of simplicity, to contrast the typical or expected telecom experience.
- Carnival Cruise Line
Oversaw the design of an online game experience for Carnival Cruise Line that launched in support of a Cyber Weekend campaign in 2016. The game experience was a first of its kind – multiple 360 video scenes from the Carnival Vista ship that included hidden interactive hotspots that yielded users a range of prize giveaways.
The site experience was fully responsive and included real-time prize management and full user flow to support prize redemption.
- Carnival Cruise Line
Led our Arnold team in the concepting, design & development of a 360 video experience partnering Carnival Cruise Line with renowned online CG video influencer specialist Zach King. Secured a production partnership with Bipolar ID, who helped our Arnold team create a first with 360 video – embedded CG special effects that helped Zach marry his unique style with the best parts of a Carnival cruise experience.
- Progressive Insurance
Worked with Progressive Insurance to help launch a new web platform to support an editorial content marketing program focused on delivering relevant, topical content to users that wasn't focused on buying insurance and may help build relationships or credibility with users to drive future brand and product consideration.
The home page features custom animation that changes based on detecting the weather using a user's IP address.
- Carnival Cruise Line
To celebrate the announcement of a new ship, the Arnold team led a make-over of Lincoln Center in NYC that included life-size replicas of the different signature entertainment and dining spaces on the new Carnival Vista.
To supplement the staged sets, we created two interactive, digital experiences:
- An interactive "wall" game experience that let users navigate the ship from one European destination to another, with hand, arm and body tracking via a Kinect. After playing, users could take a selfie of themselves and their results, then have it emailed to them or shared via social.
- 360 Google Cardboard scenes stationed throughout the life event, that depicted a virtual 360 version of each space on the Carnival Vista
- MINI USA
As a Director of Production @ BEAM, I headed up digital program management for all of MINI's digital marketing. MINI's web platform, Prospect, Lead and Owner CRM streams, as well as their renowned configurator. For the latter, I aided in a full redesign and conversion from Flash to responsive HTML5, as well as a kiosk/touchscreen version that included custom machined iPad cases as a part of an in-dealer showroom experience in their flagship Manhattan dealership.
One of their most effective prospect marketing tools, MINI's online car configurator is well-known for offering an overwhelming number of options and accessories – creating a business logic challenge with myriad conditional programming & asset management.
