Project Brief:  UCSB’s web presence was hindered by an outdated system, causing usability issues and friction with event bookings. A scalable solution was required, as well as integrating Rest API services with the Tessitura booking system and ensuring manageability for UCSB administrators.

Solution: I elicited the requirements and identified the pain points thru a series of stakeholder interviews. I conducted a content analysis producing the information architecture so that the information could be reorganized to produce a more intuitive experience to lead the user to the purchase path, and integrated Adobe CMS for content management. I also ensured an seamless integration with Tessitura for a user-friendly experience, streamlining the event booking process.

Learnings: Learned how to successfully implemented a quick solution for discounted tickets in the purchase path experience for effortless ticket purchases.

Results: The new design UCSB’s Website improved the user journey, guiding them from event exploration, to seat selection to a frictionless purchase path. This enhanced experience led to increased sales and event bookings for U

Project Brief: Tech companies qualify for SRED (Scientific Research & Experimental Development) government rebates, but capturing the requisite details involves extensive tracking of development activities to identify eligible features. There was a need for an efficient system that seamlessly integrates with existing tools, facilitating continuous tracking rather than retrospective end-of-year documentation.

Solution: I engaged with key stakeholders to establish precise requirements and developed wireframes for a user-friendly logging system. This system can function independently or integrate with platforms like Jira, Github, Azure, etc., to automate and accurately document SRED-eligible activities.

Learnings: The project deepened our understanding of technologies qualifying for SRED rebates, enabling startups to reinvest in their app development through recovered funds.

Results: Tech firms were able to streamline SRED data entry, focusing more on development.

Project Brief: Neowiz based out of South Korea, saw the rise of social gambling on Facebook & the growing demand for games tailored to a specific audience. To ensure their games resonated with North American players, they partnered with us to build a suite of games.

Solution: Under a tight timeline, we designed and delivered three social casino slot games, each with a rich UI and a strong narrative. I met with stakeholders to gather requirements to creating concepts, direct the art team, manage scope as well as create assets for each game. All three games were successfully delivered within budget & time with immersive interactions.

Learnings: Under a tight timeline, we designed and delivered three social casino slot games, each with a rich UI and a strong narrative. I met with stakeholders to gather requirements to creating concepts, direct the art team, manage scope as well as create assets for each game. All three games were successfully delivered within budget & time with immersive interactions.

Results:  The games, featuring strong narratives and high-quality animations, excelled on Neowiz’s Facebook page. The interactions provide a strong narrative which attracted and engaged the targeted players.

Project Brief: The website suffered from clutter and disorganization, hindering user navigation and the ability to efficiently locate specific articles among a vast array of information.

Solution: Spearheaded a thorough overhaul of the site’s information architecture, strategically reorganizing content into user-friendly categories. My approach included the implementation of a color-coding system to differentiate various article types and media, alongside the use of card sorting techniques for effective information grouping.

Learnings: Navigating and reconciling the diverse perspectives of multiple stakeholders was a complex task. Successfully managing this process not only streamlined the site’s redesign but also established a foundation of respect and trust with the stakeholders.

Results:  The transformation of the site resulted in a well-structured and intuitive layout, greatly improving the user experience. The clear hierarchy and organization now make it effortless for users to find and access information, marking a significant achievement in enhancing website usability and visitor satisfaction.

Project Brief: Lululemon’s quarterly Look Book, designed to showcase new designs and features, needed to offer an interactive and immersive experience to guide users seamlessly to the Product Detail Page (PDP).

Solution: As the Lead Analyst for this project, my approach involved:

1. In-Depth Analysis: Conducting a thorough review of previous Look Book iterations to identify successful elements and pain points affecting customer decisions.
2. User-Centric Wireframes: Developing wireframes that provided users with easy access to detailed product features.
3. Enhanced Design Implementation: Implementing an automated, animated feature within the Look Book to intuitively navigate users through the purchasing path.

Learnings: This project underscored the importance of blending analytical insights with creative design solutions. By understanding user behavior and preferences, I was able to craft a more effective and engaging user journey, enhancing the overall digital shopping experience.

Results: The redesigned Look Book significantly improved user interaction, effectively highlighting product features and maintaining customer engagement. This approach led to a more streamlined and efficient checkout experience, demonstrating the impact of a well-executed, user-focused design strategy in e-commerce environments.

Project Brief: Guidewire, a major insurance company in 8 countries, faced the challenge of translating its extensive website content to cater to users and clients in 7 different languages.

Solution: As the lead analyst, I meticulously analyzed the website’s information architecture to identify all content for translation. Alongside this, my team and I assessed and implemented suitable translation tools and services. We also integrated and translated additional systems to create a seamless experience and to ensure comprehensive language support across the platform.

Learnings: The project required exceptional attention to detail and effective time management, key for achieving our goals within set timelines.

Results:  Our efforts resulted in a linguistically accurate and user-friendly website, significantly improving accessibility and client engagement in various international markets.

Project Brief: Rocket Gaming Systems, an enterprise of the Miami Tribe of Oklahoma Business Development Authority, operates out of Grove, Oklahoma. The company specializes in designing, developing, and delivering slot-style casino games and cabinets, primarily serving Native American Tribe-owned casinos in the U.S., along with growing state-regulated markets. Renowned as a pioneer and leading manufacturer in Class II interactive electronic gaming systems and player stations, Rocket Gaming sought to further its reputation in the casino industry.

Solution: In response to Rocket Gaming’s request for a standout game, we developed an Egyptian-themed slot game centered on Isis, a significant deity in Egyptian mythology. Our comprehensive approach included:

1. Data Analysis and Terminology Understanding: Analyzing thousands of data elements and familiarizing with scientific terminology to ensure accuracy and relevance.
2. Workflow Structuring: Developing a well-organized workflow, breaking down the system into distinct processes for efficient DNA sample tracking. This restructuring also included capturing historical data for more intuitive user guidance.
3. Collaborative Workshops: Conducting workshops to critically analyze the workflow and develop wireframes, facilitating collaborative problem-solving and design ideation.
4. Efficient Redesign: Achieving a complete system redesign within one year, a significant improvement over the previous 2-3 years spent on redesign and requirements gathering.

Learnings:  The project demanded extensive coordination with cross-functional teams, encompassing aspects such as design, art assets, animations, sound/music, and sprite sheets, highlighting the importance of communication in complex game development.

Results: The “Magic of Isis” game emerged as a major revenue generator on casino floors. Its high-quality graphics, character design, and animations provided a deeply immersive experience with a compelling narrative, successfully keeping players engaged and entertained. This project not only reinforced Rocket Gaming’s position in the casino industry but also demonstrated our ability to create captivating gaming experiences.

Solution: My role was to spearhead the design of three socially-engaging casino slot games while managing a team of remote designers. The project required:

1. Creation of Immersive Experiences: Each game was designed to offer a rich and immersive user experience, featuring unique and captivating graphics and exciting bonus round picks supporting the narrative.
2. Comprehensive Design Involvement: I was actively involved in every phase of the game design process. This included:
   • Initial consultations with stakeholders to understand their vision and objectives.
   • Conceptualization of game themes and mechanics.
   • Direction and coordination with the art team to ensure aesthetic excellence.
   • Scope management to align the project with budgetary and timeline constraints.
   • Hands-on development of game assets, ensuring a cohesive and engaging visual narrative.
3. Efficient Project Execution: Managing multiple games simultaneously required meticulous attention to detail and effective time management.

Learnings: Delivering three high-quality games within a three-month period was a challenging endeavor. It demanded not only creative skills but also rigorous project management and the ability to maintain high standards under tight deadlines.

Results: The games, distinguished by their compelling narratives and superior animations, quickly became popular on Gamehouse’s Facebook platform. They exceeded expectations in user engagement and monetization, with specially designed bonus games further enhancing player revenue. The success of these games demonstrated not only the effectiveness of the design and management strategies employed but also set a new standard for social casino games on social media platforms.

Project Brief: Lululemon’s existing blog was underperforming, failing to align with user expectations and business objectives. The primary issues included a dated design, unclear navigation, and lackluster aesthetics, all contributing to poor user engagement, low adoption rates, and minimal impact on sales.

Solution: As the lead Product Manager, I spearheaded a comprehensive redesign of the blog to enhance user experience (UX), drive higher adoption, and boost sales. Key elements of the solution included:

1. Intuitive Navigation: Implementing user-friendly navigation to streamline user journeys.
2. Responsive Design: Ensuring seamless usability across various devices.
3. Information Architecture Reformation: Restructuring the blog’s layout for better information flow and accessibility.
4. Enhanced Layouts with Rich Media: Integrating rich media elements, quick access links, and clear calls-to-action to foster user engagement.
5. Optimized Social Sharing: Enhancing social sharing capabilities to broaden content reach and visibility.

Learnings: Effective daily collaboration and meticulous attention to detail were pivotal in the successful execution of this project.

Results: The redesigned blog significantly improved user engagement and conversion rates. Optimized layouts and enhanced readability led to a more enjoyable user experience. Additionally, the improved social sharing functionality expanded the blog’s reach, effectively bolstering Lululemon’s online presence and contributing to its digital marketing success.

Project Brief: Creating an engaging experience for the new men’s shorts line to captivate a specific target market was a challenge. With multiple design options, users needed to explore them all to make an informed decision for the final product.

Solution: Implemented a playful decision tree experience tailored to the target audience. Beginning with four customer categories, each decision in the process narrowed down options based on user criteria. The fun element kept users engaged, leading them to the final product based on their answers. My role included designing, wireframes and decision tree.

Learnings: The decision tree offered a unique, user-centric journey, providing control over decisions which made it entertaining for the users.

Results: This engaging experience guided users seamlessly to the Product Display Page (PDP), enhancing conversion rates. The solution turned a challenge into an enjoyable customer interaction.