An overview of the top 10 ways that luxury brands are currently engaging with consumers online. Created with my colleague Phil Jackson for Publicis NY.
View the full deck.
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Digital Strategies for Luxury Brands
Dates: February 2010
2010 Digital Trends
Role: Presenter at Miami Ad School
Dates: January 2010
This is my Industry Hero presentation that I gave to Miami Ad School on 2/1/2010. It describes what I think are the major trends in successful digital marketing for 2010.
View the full deck or a video of my presentation.
Dove Chocolate Web Site Redesign
Role: Strategist/ User Experience Designer (via Nitro Group)
Dates: March 2008 – July 2008
Nitro Group approached me to create a comprehensive digital strategy for Dove Chocolate. Although I am a huge fan of chocolate, I hadn’t previously had much experience with chocolate or candy online.
I started the strategic process by completing a comprehensive review of competitive web sites, focusing in particular on more high-end chocolate brands, which was the space that Dove was hoping to move towards. Additionally, I took a detailed look at how people were already talking about Dove online – it turns out that the Dove Promises (an inspirational saying on the inside of each Dove chocolate wrapper) were already being discussed online (and had even been translated into Klingon).
With the competitive review, I was able to define a baseline for Dove’s web presence. The insights about the existing community inspired more interesting ideas around engagement and outreach.
After presenting my findings to the client, I was able to bring some of the recommendations to life in user experience design for the new web launch. The web site redesign, which was supported by online marketing and promotional efforts, successfully connected with women who are passionate about Dove Chocolate, allowing the brand to participate in the conversation.
Net-a-porter User Experience Strategy
Role: User Experience Strategist (via Undercurrent)
Dates: November 2007 – December 2007
Johnson & Johnson Intranet Portal
Role: User Experience Lead (via Poke New York)
Dates: November 2007 – January 2008
DiscoverCard Online Strategy
Role: Interaction Design Lead (via R/GA)
Dates: August 2007 – October 2007
Early in my freelance career, I took what was to be a short-term role at R/GA, assisting with the interaction design on a project whose goal was to strategically realign some select elements of the DiscoverCard web site. This set of responsibilities grew until I was participating in creative sessions for an array of projects on the account.
The most interesting project I worked on during this time was creative strategy for social media efforts supporting the brand. If this sounds vague, that’s because it was: the brief asked for social media with no further specificity. My personas and scenarios, developed with the help of extensive market research, helped to ground and direct the team of creatives in coming up with concepts would be relevant as well as cutting-edge.
LoyalTV Web Site Redesign
Role: User Experience Lead (via Poke New York)
Dates: July 2007 – October 2007
Citigroup B2B Web Platforms
Role: User Experience Team Lead (via Roundarch)
Dates: August 2006 – July 2007
I worked at Roundarch for a year on a variety of projects for Citigroup. My main focus was on creating rich information and reporting systems for their Prime Brokerage division (formerly Smith Barney).
To kick-off this effort, I led a series of investigative interviews with business stakeholders and clients in New York and London, following contextual inquiry methods. Using this information, our team worked with the client’s technical teams, business stakeholders, and project management to determine project strategies and priorities.
After the design goals and project scope were agreed upon, I led a team of Information Architects at Roundarch in creating rich internet designs for complex displays of financial market data, utilizing the capabilities of technologies such as Flex, Laszlo, and Ajax.
We followed through on these design efforts through extensive usability testing (conducted both in-person and remotely), which helped to further refine the design and influenced the end product’s success.
Pfizer Sales Force Software Suite
Role: User Experience Lead (via Carbon Consulting Group)
Dates: February 2004 – July 2006