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DIRECTV Mobile and Web
Worked within DIRECTV's web and mobile product development team, primarily focused on streaming video, acquisitions, VOD and entertainment across multiple devices. Instrumental in bringing user research to the ideation process and first introducing customer journeys to the organization.
Provided concept strategy, group ideation facilitation, participatory design, stakeholder management, user research, personas, customer journeys, competitive reviews, etc. Worked with market research and third-party vendors to conduct usability testing, card sorts, focus groups, customer interviews, and ethnographic research.
Addroid HTML5 Video Ad Platform
Was approached by Addroid, a small start-up, to help define and design the user experience for a HTML 5 video ad platform. Addroid's goal was simple, provide a tool that allows almost anyone to build a low-cost video banner ad at less cost than a rich media ad.
With less than a month, limited budget and no requirements I generated product requirements, feature set, user stories, wireframes, flows, and functional spec.
HTML5 Canvas iPhone App
Rewire Web chose the classic asteroids game to build a free game demo using HTML5 Canvas. With less than a week to release the first version of the game, I provided high level requirements and UX design.
Wonka Facebook Promotion
Wonka wanted to increase their Facebook fan base. In less than two weeks, we created a Facebook promotion, partnered with Wildfire, and increased Wonka's fan base by 250k. I provided strategy, facilitation with vendors, requirements/constraints and simple workflow.
Wonka Music Sweepstakes
Wonka, a sponsor of the the Vans Warped Tour, wanted a daily entry sweepstakes accessible to enter from online, mobile or by text. The mobile component was particularly important due to people participating from live music events during the tour and the ability to only enter once a day regardless of entry method.
I provided requirements, wireframes, process flows and functional specification for all three platforms. This promotion gained 250k Facebook fans and thousand of tweets.
Wonka Golden Ticket Sweepstakes
Wonka created a Golden Ticket Instant Sweepstakes to promote their new product, Wonka Exceptionals Chocolate. They needed the ability for winners to claim their ticket or enter a second chance sweeps via web. The sweepstakes was promoted through Wonka.com, Twitter, Facebook and YouTube.
Nestle / Reading is Fundamental (RIF) Cause Marketing Program
Nestle and Reading is Fundamental partnered to create a two-year "Joy of Reading" program with monthly drawings and instant win game. Provided the digital strategy for Nestle's RIF promotion within the requirements/constraints given by Nestle, Reading is Fundamental and partner agencies. Go to Nestle/RIF promotional site.
Wonka YouTube Masthead & Channel
Wonka wanted to create a YouTube channel that would fit in their overall digital strategy, gain subscribers and promote their new product Wonka Exceptionals. We created the YouTube channel, web commercial and user-generated video submission campaign. The masthead campaign ran one day resulting in 48 video submissions and 2,600+ subscribers. Go to Wonka's YouTube Channel
Stouffer's Let's Fix Dinner Challenge & Sweepstakes
Provided feature validation, strategy and UX design for the annual Stouffer's Let's Fix Dinner Challenge and Sweepstakes. Sweepstakes was promoted through site, Facebook, Twitter and YouTube. In less than three months, the challenge had over 20k families participating with over 60k Facebook fans. Go to letsfixdinner.com.
Nestle Holistic Planning
Provided competitive research, use cases and presentation for Nestle's annual holistic planning. Brands included were Butterfingers, Crunch Bar, Wonka Candy and Wonka Exceptionals Chocolate. Research was focused on competitor's digital strategy, social media, site analytics, promotions, paid search and online advertisement.
Activision UX Audit
Provided a UX audit for Activision.com and their game portal sites, such as callofduty.com. Provided a comprehensive audit in less than one week to include usability recommendations, competitive review, new features, social media, ad monetization, etc. View the full report.
Ad Publisher Network for FOX Audience Network
Part of the founding team for FOX Audience Network (now the Rubicon Project). FAN reached over 160 million consumers each month and has relationships with over 600 online publishers.
As UX Manager, was responsible for the user experience of applications and tools within the ad publishing framework. The framework included customer-facing products for publishers and advertisers as well as internal management and reporting tools.
Fox Interactive Media / MySpace MyAds
Helped build MySpace MyAds self-serve ad platform from the ground up which later became Fox Audience Network's self-serve platform. MyAds helped more than 30,000 advertisers reach over 150 million visitors each month.
As UX manager was responsible for the user experience, visual design, usability testing, research and help documentation.
Hypertarget Audience Application for Fox Interactive Media
Provided UX services and usability testing for Fox's hypertarget audience application that segmented audiences and created personnas from MySpace user data for online ad campaigns.
MySpace News Feeds for FIM Labs
Provided usability testing and recommendations for FIM Labs MySpace News Feed & Rating system.
Fox Interactive Media CMS
UX lead for CMS application to be used by Fox Sports, Fox News and IGN. Provided ethnographic research, feature set creation, UX design, usability tests and functional specification.
Additional Work
DIRECTV Mobile and Web
Worked within DIRECTV's web and mobile product development team, primarily focused on streaming video, acquisitions, VOD and entertainment across multiple devices. Instrumental in bringing user research to the ideation process and first introducing customer journeys to the organization.
Provided concept strategy, group ideation facilitation, participatory design, stakeholder management, user research, personas, customer journeys, competitive reviews, etc. Worked with market research and third-party vendors to conduct usability testing, card sorts, focus groups, customer interviews, and ethnographic research.
DIRECTV VOD & Entertainment
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DIRECTV Streaming
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DIRECTV Mobile Web
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Customer Journeys: Streaming
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Customer Journeys: Purchase
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Persona's & User Profiles
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Customer Journey [Video]: Entertainment
|
User Research
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Concept Strategy
 |
Stakeholder Interviews
 |
Competitive Review
 |
Feature Maps
 |
Group Ideation Sessions
 |
Participatory Design
 |
Usability Tests
 |
Addroid HTML5 Video Ad Platform
Was approached by Addroid, a small start-up, to help define and design the user experience for a HTML 5 video ad platform. Addroid's goal was simple, provide a tool that allows almost anyone to build a low-cost video banner ad at less cost than a rich media ad.
With less than a month, limited budget and no requirements I generated product requirements, feature set, user stories, wireframes, flows, and functional spec.
Addroid Walkthrough [Video]
|
Campaign Manager & Ad Builder App
 |
Concept
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Wireframes
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Wireframe Detail
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Process Flows
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Process Flow Detail
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User Task Flow
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Task Analysis
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Functional Specification
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Functional Spec Detail
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Low-Fidelity Paper Prototype
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HTML5 Canvas iPhone App
Rewire Web chose the classic asteroids game to build a free game demo using HTML5 Canvas. With less than a week to release the first version of the game, I provided high level requirements and UX design.
App Store
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v1 High-Fidelity
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v1 Low-Fidelity
 |
Wonka Facebook Promotion
Wonka wanted to increase their Facebook fan base. In less than two weeks, we created a Facebook promotion, partnered with Wildfire, and increased Wonka's fan base by 250k. I provided strategy, facilitation with vendors, requirements/constraints and simple workflow.
Wildfire Campaign Builder
 |
Facebook Promotion
 |
Wonka Music Sweepstakes
Wonka, a sponsor of the the Vans Warped Tour, wanted a daily entry sweepstakes accessible to enter from online, mobile or by text. The mobile component was particularly important due to people participating from live music events during the tour and the ability to only enter once a day regardless of entry method.
I provided requirements, wireframes, process flows and functional specification for all three platforms. This promotion gained 250k Facebook fans and thousand of tweets.
Brand Microsite
 |
MySpace Music Page
 |
SMS Schema
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Online Wireframes & Flows
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Mobile Web Wireframes & Flows
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SMS Text Wireframes & Flows
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Wonka Golden Ticket Sweepstakes
Wonka created a Golden Ticket Instant Sweepstakes to promote their new product, Wonka Exceptionals Chocolate. They needed the ability for winners to claim their ticket or enter a second chance sweeps via web. The sweepstakes was promoted through Wonka.com, Twitter, Facebook and YouTube.
Brand Microsite
 |
Wireframes
 |
Nestle / Reading is Fundamental (RIF) Cause Marketing Program
Nestle and Reading is Fundamental partnered to create a two-year "Joy of Reading" program with monthly drawings and instant win game. Provided the digital strategy for Nestle's RIF promotion within the requirements/constraints given by Nestle, Reading is Fundamental and partner agencies. Go to Nestle/RIF promotional site.
Nestle Promotion Site
 |
Digital Strategy
 |
Digital Strategy Detail
 |
Wonka YouTube Masthead & Channel
Wonka wanted to create a YouTube channel that would fit in their overall digital strategy, gain subscribers and promote their new product Wonka Exceptionals. We created the YouTube channel, web commercial and user-generated video submission campaign. The masthead campaign ran one day resulting in 48 video submissions and 2,600+ subscribers. Go to Wonka's YouTube Channel
YouTube UGC Video Campaign
 |
YouTube Masthead Video
 |
Stouffer's Let's Fix Dinner Challenge & Sweepstakes
Provided feature validation, strategy and UX design for the annual Stouffer's Let's Fix Dinner Challenge and Sweepstakes. Sweepstakes was promoted through site, Facebook, Twitter and YouTube. In less than three months, the challenge had over 20k families participating with over 60k Facebook fans. Go to letsfixdinner.com.
Brand Promotion Site
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YouTube Channel
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Twitter
 |
Facebook
 |
Functional Spec
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Wireframes
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Site Map
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Nestle Holistic Planning
Provided competitive research, use cases and presentation for Nestle's annual holistic planning. Brands included were Butterfingers, Crunch Bar, Wonka Candy and Wonka Exceptionals Chocolate. Research was focused on competitor's digital strategy, social media, site analytics, promotions, paid search and online advertisement.
Research Findings Presentation
 |
Presentation Detail
 |
Industry Use Cases
 |
Activision UX Audit
Provided a UX audit for Activision.com and their game portal sites, such as callofduty.com. Provided a comprehensive audit in less than one week to include usability recommendations, competitive review, new features, social media, ad monetization, etc. View the full report.
Ad Publisher Network for FOX Audience Network
Part of the founding team for FOX Audience Network (now the Rubicon Project). FAN reached over 160 million consumers each month and has relationships with over 600 online publishers.
As UX Manager, was responsible for the user experience of applications and tools within the ad publishing framework. The framework included customer-facing products for publishers and advertisers as well as internal management and reporting tools.
Low-Fidelity PSD
 |
Low-Fidelity PSD
 |
Use Cases
 |
Fox Interactive Media / MySpace MyAds
Helped build MySpace MyAds self-serve ad platform from the ground up which later became Fox Audience Network's self-serve platform. MyAds helped more than 30,000 advertisers reach over 150 million visitors each month.
As UX manager was responsible for the user experience, visual design, usability testing, research and help documentation.
Campaign Manager
 |
Ad Builder Application
 |
Create Campaign
 |
UI Specification
 |
Hypertarget Audience Application for Fox Interactive Media
Provided UX services and usability testing for Fox's hypertarget audience application that segmented audiences and created personnas from MySpace user data for online ad campaigns.
 |
 |
MySpace News Feeds for FIM Labs
Provided usability testing and recommendations for FIM Labs MySpace News Feed & Rating system.
Test Plan
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Test Scenarios
 |
Findings & Recommendation Report
 |
Fox Interactive Media CMS
UX lead for CMS application to be used by Fox Sports, Fox News and IGN. Provided ethnographic research, feature set creation, UX design, usability tests and functional specification.
 |
 |
Functional Specification
 |
Additional Work
- Rich Internet Applications for Alex Systems. View work at alexsystems.com
- Helped create the Graphing & Charting API for Laszlo Systems in 2004. View current api documentation.
- Shop Management Applications for Autozone/ALLDATA - view products worked on at alldata.com.
