While at Blue Egg, I managed the design execution of this online magazine dedicated to sustainable (green) living. This site was driven by a content management system (Interwoven TeamSite). I collaborated continuously with the Editor-in-Chief, Product Manager, and Director of Product Development to ensure on-time delivery of this site under extraordinarily tight deadlines (concept-deployment = 5.5 months).

• Responsible for defining a page and site structure that could be developed and deployed via Interwoven TeamSite within 2 months
• Acted as liaison between designers and developers to ensure that proposed visual design could be successfully executed with existing technology infrastructure.
• Educated editorial staff on structuring content for consumption by CMS.
• Mediated issues between development and editorial teams to identify solutions.
• Ensured all QA for front-end design and functionality

(now offline)

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Artifacts

Wireframes for visual design and front-end technology (.pdf) >

Wireframes for CMS templates (.xls) >

Screenshots of final site design (.pdf) >

Along with Product Manager, led the product strategy for the re-launch of Blue Egg’s anchor site, Green Building Blocks. As part of this relaunch, was directly responsible for:

• identifying innovation opportunities through competitive analysis, primary user research, and market research
• facilitating, synthesizing, and analyzing results of primary user research
• defining the key users (personas)
• articulating major use cases
• designing all information architecture
• defining editorial requirements
• defining visual design requirements
• directing visual design team
• collaborating on marketing requirements
• creating functional requirements
• creating interface requirements for the content management system
• directing front-end development team to uphold visual design styles
• ensuring all QA for front-end design and functionality
• ensuring all QA for CMS templates.

(now offline)

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Artifacts (.pdf downloads)

Screenshot of home page >

User research summary >

Functional specification >

Screenshots of the Listing Wizard, an application for green builders to create online profiles (built in FLEX) >

My team at Razorfish was engaged to help TIAA-CREF develop and implement an online strategy that would preserve and grow their existing customer base. At the time of this engagement, TIAA-CREF had an 80+ year history of serving those employed by not-for-profit organizations. For most of that history, they had essentially no competition for their market. However, consumer-oriented investment companies like Fidelity and Vanguard had begun to make inroads into TIAA-CREF’s market.

This engagement spawned 7 separate projects. I led the experience design for them all. My role extended from the early strategy phases through every phase of conceptualization, design and delivery to the development team.

I managed multiple simultaneous user experience teams, working to maintain an integrated, consistent approach across all projects. I contributed to this expanding relationship by identifying additional projects that were logical for us to wrap into our design strategy.

This account grew to be the largest revenue-generating account at Razorfish at the time, bringing in $7 million in 2005.

September 2004 – March 2006

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Artifacts

“Before” screenshots: page 1 | page 2 | page 3

Prototype

Personas (pdf)

Montage to introduce personas to client’s team

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