Lead UX Designer, Researcher and Strategist for an 8 million+ Visitor E-Commerce Website.
Oversaw Experience Design efforts across multiple platforms and brand touchpoints which includes implementing a fully responsive site design, increasing both conversion and engagement sitewide.
Developed transitional UI standards & visual design and directed production of 60+ unique landing pages during repositioning efforts which resulted in a 43% decrease in bounce rate, a 70% conversion increase and higher SEO rankings.
Performed front-end user research, visualized data, and facilitated ideation activities to inform new product initiatives.
Designed and directed A/B and usability tests at key points in product development.
Worked closely with Tech, Marketing, and other teams to problem-solve and communicate design insights and maintain a user-centered perspective across departments and functions.
Was a key player in translating user perspectives into business objectives and influencing organizational strategy.
Created wireframes and interactive prototypes and used detailed documentation to ensure understanding of goals, approaches, and solutions.

Worked with clients across various industries to perform research and develop business and creative strategies based on contextual inquiries, competitive analysis and other research activities. Created holistic brand approaches managed across multiple platforms which included logo/identity designs, style guidelines, marketing campaigns, illustration, layout and production design (print) and website design.

Created various characters and in-game assets (using both 2D &
3D programs) for use in a new release of a popular online game.

Along with creative and visual execution, the Herron VC program prepares designers to work collaboratively in a variety of design fields. Below are a few of the longer-term projects undertaken in this program of study:

Project 1: With a heavy focus on research and analysis, I conducted interviews, performed market research and made sense of a complex system to better understand internal and external issues acting on a national organization. I compiled research findings along with logo re-design and new communication strategies in a comprehensive research document.

Project 2: Our team worked with a local book publisher and bindery to improve overall brand experience and sales by identifying problems and opportunities and executing creative solutions including re-branding, space planning, and the creation of various promotional collateral.

Project 3: Acting as project manager and facilitator in a team working on issues of transportation (specifically the relationship between cyclists and motorists), I have gained experience in stakeholder collaboration and designing and facilitating brainstorming activities. Through several iterations of the design process, we have begun working on an educational campaign which includes
a traveling exhibit and “to go” kits to be used in various educational settings.

Project 4: Working with a leading information technology company out of Seoul, our small team used people-centered research methods to perceive areas of opportunity in which to create new, meaningful user experiences for the purpose of bridging the gap between expectation and reality in everyday life. Prepared design document outlining new service blueprint.

More recent projects to be added shortly.

Designed visual communications collateral for various exhibits
in the Life Sciences Department.

Urban Planning, Architectural and Interior Concept Design.

Herron’s program is a comprehensive and intense combination of business and art with an emphasis on design thinking and collaboration for innovation. Key learning outcomes include: identifying undefined problems, developing creative solutions, managing complexity and inventing intelligent design concepts. Through this program, I have gained a thorough working knowledge of research techniques, strategic and creative tools and technology for graphic and three dimensional representation.