design process
I led the redesign for Speax website, the design of Thinx (BTWN) website, and I’m currently leading the redesign for Thinx website. All have higher conversions rates than the average e-commerce website (Avg CVR 2.57%)
Thinx: 2.92%
Speax: 4.32%
Thinx (BTWN): 5.52%
I directed the creation of web style guides and modular digital design systems for the three Thinx Inc brands and the ‘Know Your Flow’ tool, creating consistency and scalability, saving the organization both time and resources
I introduced the process of working in design and development sprints, creating a more agile, iterative, and collaborative design process
Through the introduction of user requirement documents, I’ve provided a through-line from research to design to development for user insights, stakeholder alignment, and key performance indicators
I advocate for accessibility and usability in each design and interaction
User experience design acts as a bridge between user needs and organizational goals. I believe user good is business good.
my design strategy
User Requirements
User requirement documentation is important for gathering stakeholder input and alignment, ensuring we are carrying the user research into the initial wireframes and throughout the full design and development process, and setting KPIs. The implementation has also helped other teams better understand the scope of the project work and all the moving parts the UX team takes into consideration.
Collaborative Design
I encourage my designers to be user-centered and collaborative. Twice a week we have a design review to work through any design problems or user issues. The sessions allow us to hear multiple perspectives, learn from one another, and find the best solutions. Additionally, as the designers work flexibly across multiple digital products it’s important to be well versed in each design system.
Web Style Guides
I’ve worked for organizations with very strong brands. When I began at Thinx, the style guides were print-focused and not well suited for digital applications or accessibility. I promoted the importance of developing web style guides and collaborated with brand to create guides that were extensions of each brand, leading to cohesive, consistent brand experiences across all print and digital touch points.
Design + Development Sprints
I introduced sprints to the Thinx Inc design and development process. Sprints ensure we are collaborating with all the relevant stakeholders, creating alignment between teams, and working closely with development to ensure quality and on-time delivery. Depending on what stage a digital product is in, we’ll have weekly or bi-weekly sprints to either redesign or iterate.
Digital Design Systems
At Thinx I led the creation of design systems for each brand, resulting in modular, scalable, and efficient digital products. Design systems create consistency from both a brand and user perspective. Users are better able to accomplish their goals when they understand and can anticipate how the system works. My team designs on a grid across four specific break points including desktop, tablet, and mobile.
Prototyping + User Testing
It’s important that my designers participate in all prototyping and usability testing sessions in which their designs are evaluated. This allows them to hear invaluable user feedback first hand and make iterations in the moment. Paper prototyping and rapid prototyping are cost-effective methods for testing design interactions and user flows without investing development time.
design functions
UX Design
On my team, the UX designers translate the user research insights into actionable user requirements into functional, innovative concepts (e.g. wireframes, user flows) for improved user-centered experiences.
Visual Design
My team’s visual designers build off the UX wireframes and user flows to create visual design systems (e.g. sticker sheet, web style guide) that weave together user-centered concepts and brand ethos.
Interaction Design
Interaction design is the role of both my UX and visual designers. IXD defines how the user and interface react to one another. I aim for moments of delight that add to the user experience, without inhibiting accessibility or usability.
keep discovering
User-centered design is a critical part of effective digital strategies because it determines how the content, services, or products are presented to the user. Learn more about how my approach to design builds off of the user research and informs my digital strategies.