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I was brought on as a brand and experience designer, working on brand refinement, UX Research, and marketing design. During my tenure, I was promoted to lead the brand design efforts across the 5 brands under the Foreground portfolio.
Role
Senior Brand Experience Designer
Time
2020 – 2022
UX Research
My role was split between designing brand and marketing assets and refining the user experience across several of our products and websites. I worked with our teams on many UX research projects, several of which are outlined below.
Usability Studies for Ecommerce Platform
Role: Reviewed UserTesting recordings, Recommended user journey refinements
Collage is an e-commerce company with a builtin platform for customers to design a variety of personalized photo-products (similar to Shutterfly).
Our team performed unmoderated usability studies (via UserTesting) to follow the user's journey to select, design, and purchase a product in an unbranded test platform. I reviewed 20 user recordings, documented user comments and any friction they experienced, and submitted findings and recommendations to our team.
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User Surveys on SaaS Pricing
Role: Designed pricing iterations for testing, Proposed tier breakdowns based on findings
ShootProof is a SaaS product helping photographers run their business and present photo galleries to clients.
To refine our pricing offerings – including our feature gating decisions, tier names, and understand perceived value of each plan – we conducted quantitative research by surveying hundreds of photographers on proposed concepts. We also sought qualitative feedback through user interviews focused on tier names and core features.
A/B Testing
Role: Designed home page variations, UI elements for testing
In addition to our pricing structure, we also A/B tested a sequence of refinements to the ShootProof home page to decrease bounce rate and increase conversion. Tests typically ran for 3 weeks, and when a statistically significant improvement was found we'd update the control, and select new variants to improve.
I designed a variety of home page options with different layouts, hero images, CTAs, copy, and other UI elements. Examples below show our progression over the course of time.
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Competitive Audit for e-Learning Platform
Role: Brand, Website, and Competitive Audit
When Foreground decided to sell its photography e-learning brand, Cole's Classroom, I performed an audit to evaluate the current brand elements, the website's clarity, and how Cole's Classroom compared to competitors from design, product, and pricing standpoints.
I then recommended two options (one of basic, must-have changes and a second more extensive update) to refine the company's brand and e-learning site in preparation for its sale. Less than a month after implementing refinements, Cole's Classroom found an eager buyer.
View the full Audit Report →
Visual Design
In addition to user research, I was the lead designer on several of our website projects. They were wireframed in Figma, then built out in Webflow.
Wireframes for SaaS Landing Pages
Role: Designed wireframes, Tested with stakeholders, Developed in Webflow
The second SaaS brand in the Foreground portfolio was Táve, a booking and email automation software for photography studios.
I designed landing page wireframes for new product releases including a Photo Studio Management assistant, a pricing page, and more. I also designed responsive versions for each of these pages and built them out in Webflow.
Website Design for Foreground
When Foreground was first announced as the umbrella company for its associated brands, a placeholder site was set up. I led a team of 6 people to research, redesign, and launch Foreground’s new website to drive recruiting efforts and engage PR connections. I led creative direction, developed wireframes, and designed all supporting assets for launch.
Additional Projects
In addition to the UX research and wireframes above, I also contributed a to a wide variety of design needs that helped move the needle for the company.
After high numbers of freemium user signups, many ShootProof users didn't engage with enough features to upgrade to a paid plan.
To encourage users to take a fresh look at some of our new and most loved features, I developed a collection of illustrations highlighting people using specific features and their key benefits. My illustrations were rolled out on social, email campaigns, and the website.
18% engagement rate (goal was 10%)
I led UX research and product design for a clinical pathways app, to increase access to contextualized clinical algorithms in northern Ghana.
View case study →
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I led creative direction and design to revamp a fintech startup's visual brand across all marketing, internal, and client education touch points.
View case study →.png)
I worked on UX Research, brand refinement, and marketing design across all 5 companies in the Foreground portfolio.
View case study →
I developed brand positioning, visual identity, and packaging design for the launch of this wholesale global leader's first CPG line.
View case study →
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