Chapter then

Now we're cookin'

During my nearly five years at a San Francisco based marketing agency I learned the value of work/life balance, gained invaluable mentorship, and got to work with some really cool people–in addition to the many technical skills I acquired and refined.

Working with clients from big tech to small businesses on a variety of projects I refined my working process and improved the ways I present my work. While most of the problems we solved weren’t UX/UI specific, I used that lens to enhance my overall strategy and marketing design support.

My unique perspective provides an ops-focused balance of art direction and user experience.

Inbox Instructionals

client

Google Ads

Google Ads

Services

Email marketing design and strategy, graphic design

year

2018 – 2021

brief

Your inbox has become one of the best ways for brands to keep in touch. Across industries, marketing teams are leaning into upgrading the visual, usable and accessible standards of email design–creating personalized digital magazine spreads.

Your inbox has become one of the best ways for brands to keep in touch. Across industries, marketing teams are leaning into upgrading the visual, usable and accessible standards of email design–creating personalized digital magazine spreads.

Inbox Instructionals

client

Google Ads

Google Ads

Services

Email marketing design and strategy, graphic design

year

2018 – 2021

brief

Your inbox has become one of the best ways for brands to keep in touch. Across industries, marketing teams are leaning into upgrading the visual, usable and accessible standards of email design–creating personalized digital magazine spreads.

Your inbox has become one of the best ways for brands to keep in touch. Across industries, marketing teams are leaning into upgrading the visual, usable and accessible standards of email design–creating personalized digital magazine spreads.

problem

Google Ads experiments with a variety of email paths by identifying precise user flows and audience segments, and cross selling with other products like YouTube Ads, Google Analytics, and Google AdSense. Our team collaborated on an ongoing basis to develop new strategies for these paths, based on insights provided by Google.

Google Ads experiments with a variety of email paths by identifying precise user flows and audience segments, and cross selling with other products like YouTube Ads, Google Analytics, and Google AdSense. Our team collaborated on an ongoing basis to develop new strategies for these paths, based on insights provided by Google.

constraints

Google has very precise and ever evolving brand guidelines. It was important to keep up with these in addition to innovations such as dark mode.

As a self-taught graphic designer these projects served as a crash course in creating minimalistic illustrations communication very specific ideas.

Google has very precise and ever evolving brand guidelines. It was important to keep up with these in addition to innovations such as dark mode.

As a self-taught graphic designer these projects served as a crash course in creating minimalistic illustrations communication very specific ideas.

themes

Simple and educational content.

We used insights from testing each email path with different audiences to inform our iterations of each project.

Simple and educational content.

We used insights from testing each email path with different audiences to inform our iterations of each project.

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solution

Working on a team with a strategist and copywriter, we developed processes to efficiently work with teams at Google to design delightfully-Google campaigns.

Working on a team with a strategist and copywriter, we developed processes to efficiently work with teams at Google to design delightfully-Google campaigns.

Making an impression with a modular email design system

client

Markforged

Markforged

Services

Email marketing design and strategy

year

2019 - 2020

brief

This rapidly growing metal 3D printing company came to us with a brand new look. As Markforged geared up for their IPO, it was up to our team to implement and expand this visual design system.They needed a new way to welcome new customers to their resources and support platform via a series of onboarding emails.

This rapidly growing metal 3D printing company came to us with a brand new look. As Markforged geared up for their IPO, it was up to our team to implement and expand this visual design system.They needed a new way to welcome new customers to their resources and support platform via a series of onboarding emails.

Making an impression with a modular email design system

client

Markforged

Markforged

Services

Email marketing design and strategy

year

2019 - 2020

brief

This rapidly growing metal 3D printing company came to us with a brand new look. As Markforged geared up for their IPO, it was up to our team to implement and expand this visual design system.They needed a new way to welcome new customers to their resources and support platform via a series of onboarding emails.

This rapidly growing metal 3D printing company came to us with a brand new look. As Markforged geared up for their IPO, it was up to our team to implement and expand this visual design system.They needed a new way to welcome new customers to their resources and support platform via a series of onboarding emails.

problem

Two projects in one: develop a strategy for an onboarding email campaign for new Markforged customers; and design a modular system for email using the new design guidelines.

Two projects in one: develop a strategy for an onboarding email campaign for new Markforged customers; and design a modular system for email using the new design guidelines.

constraints

Short on time and resources, we needed to think of innovative ways to create impactful imagery that stood out within the new visual system. Primary colors in the new palette were limited to bright yellow, pure black, and white. While this constraint led to the creation of some striking assets, they’re considered some of the toughest color combinations to get right.Using Marketo we needed to select the closest similar available fonts to our brand and create striking visuals using basic blocks.

Short on time and resources, we needed to think of innovative ways to create impactful imagery that stood out within the new visual system. Primary colors in the new palette were limited to bright yellow, pure black, and white. While this constraint led to the creation of some striking assets, they’re considered some of the toughest color combinations to get right.Using Marketo we needed to select the closest similar available fonts to our brand and create striking visuals using basic blocks.

themes

Our focus was primarily on education making sure new customers had access to everything they need to properly use their new metal 3D printer.Secondarily, we wanted to foster engagement and drive more traffic to the new Markforged website. Part of this was considering building community and pointing customers toward channels to connect with each other.

Our focus was primarily on education making sure new customers had access to everything they need to properly use their new metal 3D printer.Secondarily, we wanted to foster engagement and drive more traffic to the new Markforged website. Part of this was considering building community and pointing customers toward channels to connect with each other.

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solution

Working across marketing, product, and sales teams, we developed strategy and design to create a modular content input experience for their email campaigns.

Working across marketing, product, and sales teams, we developed strategy and design to create a modular content input experience for their email campaigns.

Business in a Box

client

Yahoo Small Business (Verizon)

Yahoo Small Business (Verizon)

Services

UX, UI, visual design

year

2019

brief

If you remember Yahoo email fondly, you’ll be glad to know they offer a full suite of products to help your business thrive online.

If you remember Yahoo email fondly, you’ll be glad to know they offer a full suite of products to help your business thrive online.

Business in a Box

client

Yahoo Small Business (Verizon)

Yahoo Small Business (Verizon)

Services

UX, UI, visual design

year

2019

brief

If you remember Yahoo email fondly, you’ll be glad to know they offer a full suite of products to help your business thrive online.

If you remember Yahoo email fondly, you’ll be glad to know they offer a full suite of products to help your business thrive online.

problem

Yahoo Small Business offered a number of standalone products geared to help SMBs do business online. Their goal was to explore offering an entirely new product which encompassed all existing products.

Yahoo Small Business offered a number of standalone products geared to help SMBs do business online. Their goal was to explore offering an entirely new product which encompassed all existing products.

constraints

As an experimental startup existing within a large corporate structure there were some interesting hurdles to jump regarding resource allocations and red tape.

This page needing to integrate into the existing Yahoo Small Business page and direct users to the new product’s onboarding dashboard experience. Our goal was to build a more informational and conversion-driven microsite as a first iteration of the product.

As an experimental startup existing within a large corporate structure there were some interesting hurdles to jump regarding resource allocations and red tape.

This page needing to integrate into the existing Yahoo Small Business page and direct users to the new product’s onboarding dashboard experience. Our goal was to build a more informational and conversion-driven microsite as a first iteration of the product.

themes

We focused on the current site navigation to both improve on it and decide where to place the link to the new full-service product.

Our microsite was built with a marketing and sales focus to convert users and validate the product offering.

We focused on the current site navigation to both improve on it and decide where to place the link to the new full-service product.

Our microsite was built with a marketing and sales focus to convert users and validate the product offering.

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solution

We worked across marketing, design, product, and sales teams to launch their newest offering, Business Maker—an all-in-one platform with everything to start and grow a business.

We worked across marketing, design, product, and sales teams to launch their newest offering, Business Maker—an all-in-one platform with everything to start and grow a business.

Corporate event planning made easy and fun

client

Blue Barley

Blue Barley

Services

user research, usability testing, UX, UI, visual design

year

2017

brief

Some company event planners still use word-of-mouth, Google, and old-fashioned spreadsheets to plan each event. The process is arduous and boring. Blue Barley provides a solution with an all-inclusive event planning marketplace.

Some company event planners still use word-of-mouth, Google, and old-fashioned spreadsheets to plan each event. The process is arduous and boring. Blue Barley provides a solution with an all-inclusive event planning marketplace.

Corporate event planning made easy and fun

client

Blue Barley

Blue Barley

Services

user research, usability testing, UX, UI, visual design

year

2017

brief

Some company event planners still use word-of-mouth, Google, and old-fashioned spreadsheets to plan each event. The process is arduous and boring. Blue Barley provides a solution with an all-inclusive event planning marketplace.

Some company event planners still use word-of-mouth, Google, and old-fashioned spreadsheets to plan each event. The process is arduous and boring. Blue Barley provides a solution with an all-inclusive event planning marketplace.

problem

The founders had the process running like a smoothly oiled machined, beginning with a form on a website then conducted mostly over the phone. Our challenge was to translate that phone conversation into a digital experience with the goal of giving their clients an easier (and fun!) way to create and request an event while creating a database of information for Blue Barley.

The founders had the process running like a smoothly oiled machined, beginning with a form on a website then conducted mostly over the phone. Our challenge was to translate that phone conversation into a digital experience with the goal of giving their clients an easier (and fun!) way to create and request an event while creating a database of information for Blue Barley.

constraints

This was an early stage startup and I an early stage designer so we were all learning on the job.

The site was built from the desktop experience considering responsiveness as the product might be built into a native application in the future.

This was an early stage startup and I an early stage designer so we were all learning on the job.

The site was built from the desktop experience considering responsiveness as the product might be built into a native application in the future.

themes

We began with thorough rounds of user research and usability testing to validate existing hypothesis.

We focused on branding expanding on an existing base style guide.

We began with thorough rounds of user research and usability testing to validate existing hypothesis.

We focused on branding expanding on an existing base style guide.

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solution

Source files and documentation of a high fidelity prototype of the site which would used to pitch the business and later be built gradually toward the main product functionality.

Source files and documentation of a high fidelity prototype of the site which would used to pitch the business and later be built gradually toward the main product functionality.

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