Target.com is an upscale discount department store that stands out from their competition by focusing on design. As the lead designer of the Target.com homepage I worked closely with a team of merchandisers, vendors, and marketing planners to devise engaging homepage experiences. During the holiday shopping period Target.com has more than 1 million unique visitors per month.

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This was created to showcase The design potential of new products created by Todd Oldham for Target. The goal of the project was to highlight the pieces in a room setting and show buyers the diversity and potential of the line. The site design incorporated textures and color from the furniture to reinforce the Todd Oldham brand.

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This site was developed to highlight Target's annual "international brands" offering. The site was designed to provide an immersive environment where visitors could see the products in a room setting and also learn about the countries of origin of the various products. This was a collaboration with members of the In-Store Signage team to ensure a seamless experience whether the customer was shopping on the web or in the store. The result was the most successful Global Bazaar sales to date.

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I joined Fingerhut.com as their Senior Designer of Site Experience. They needed to redesign their entire site so that it would generate the revenue they knew it could make. My role entailed performing a comprehensive study of the site to identify key areas in need of improvement. We then developed a testing to determine the best creative look and the best content placement for different sections of the site.

The redesign resulted in a higher click though from the homepage, visitors spending more time on the site and a higher conversion rate of visitors to buyers. This all added up to a 48% increase in site generated revenue, earning $14 million more than revenue forecasts has predicted. A redesign of the checkout process in early 2008 resulted in an additional $1 million per month.

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A redesign of the email campaign was launched along with site redesign. The current email layout and content was evaluated and I provided a revised layout and a new graphic treatment. The result was a higher click through from emails resulting in revenue generated from emails of $12.4 million in 2007 (compared to $1.2 million in 2006).

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Navvo approached me to help them design a skin for their media player based on the Logitech SlimSkin framework. This entailed performing a detailed usability study of the SlimSkin framework and devising ways to not only improve on its interface but also include new features that Voco wanted to provide to their users. After creating user scenarios and identifying potential problem areas I was able to provide a solution that delivered the best user experience while still fitting within the Logitech SlimServer framework

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I worked with a team of industrial designers, electrical engineers and fitness experts to design the interface for a new line of Universal Fitness treadmills. Instead of using physical prototypes to test this interface, we used a Flash simulation deployed on the internet. Current universal Fitness customers were invited to preview the design by performing a series of tasks. The users then provided their feedback via a web-based form.

The result was a drastic reduction in development time 5 refined versions were tested in a 4 month period at minimal cost. The alternative - physical prototypes - would have cost hundreds of thousands of dollars and taken over a year to achieve the same result.

pictured below are the initial (left) and final(right) versions - click either image to view that version.

Doomtree, a Minneapolis based hip hop collective, asked me to provide them with a way to sell their merchandise online. I provided a solution that was inexpensive, easy to implement, and easy for them to update on their own.

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To highlight their performances at the South By Southwest Music Festival, Doomtree wanted to provide a way for new fans to listen to new songs online. I created a flash based mp3 player that is fed by an XML playlist. This XML file allows to client to and easily control download permissions and to add or remove songs.

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I worked with a team of industrial designers, scientists, and technicians to create a new simplified interface for the Gentra Autopure LS Automated DNA Purification System. In some cases there was only one DNA sample for purification, so making the system as simple and easy to use as possible was critical.

The resulting interface mimics the actual physical machine wherever possible so what the technician sees on the screen is what they see in the machine. Large buttons and a color-coding system for reagent management also served to drastically reduce user error.

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To maximize web sales Case-it’s website had to appeal to both school children and their parents. The blend of flash animations and easy to use navigation was just the ticket to boost online sales.

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I was asked by a print designer to collaborate with her on the Healing Connections Therapy Center website. My role consisted of consulting on usability issues, adapting printed collateral for use on the website and creating the website.

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