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)


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) >

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