Web Design

The Beauty of Online Storytelling and Cross-Functional Collaboration
Web design is fundamental in the success of an activation and requires a multitude of work-arounds, pivots, and problem solving. Getting a beautiful design built to look the way that you envision it is always the challenge, and that's where I come in.
My Contributions
I love to push the boundaries in beautiful storytelling online, and doing whatever it takes to make the impossible...possible. I start with a wireframing session with Online to get pre-alignment on key objectives prior to laying out design. I then optimize those wires based on data from prior activation performances, feedbacks from regional partners, and feedbacks from the dev teams over the years. This is what I like to call a "tech reality-check" of what is and is not possible given the CMS parameters of the host site I'm working in. I then design the mobile and desktop iterations (side-by-side) and I vet the designs internally through creative leadership, before I flash the final designs to the dev team for any last callouts that could cause issues for responsive screens, build, etc. Finally, after I route final designs to the dev team, we Q/A staging links together and I note any small tweaks I notice before the page is locked in and deployed for regions to receive and localize on their ends. It's an extensive process that ensures the final creative is always optimized from both a strategic AND backend perspective.
Step 1. Wireframing
Content Square Learnings
May 2019 - Today
Content Square is a third-party vendor whom I've had the pleasure of teaming up with on a biweekly cadence and have reviewed the performance of all of my online product activations. Whether it's a homepage takeover, an enhanced MPP, an enhanced SPP or the introduction of a new category ELP on the site, etc, I've had the privilege to deep-dive into the analytics that are happening behind-the-scenes, and I've been able to accumulate an exhorbitant amount of learnings about consumer shopping behaviors. Such as what? When users are using digital tools on the site throughout their shopping journey (click rate), what kind of content blocks are consumers stopping on and reading (avg. hover time), and which ones are they skimming past (same), what pages are loading too slowly and are creating an abnormally high bounce rate, what content blocks are users actually shopping from (conversion rate) and more.... All of these bits of juicy info are directly impacted in my future designs, so that at every turn I take, I optimize where I see fit and the business can continue to grow.
Step 2. Mobile-First Strategy
By following a mobile-first wireframe strategy, the storytelling is always conscientious of scroll length so that conversion driving opportunities are kept as high as possible on all platforms (for both mobile and desktop).
Step 3. Responsive Design
Mother's Day Gift Guide ELPStudio Radiance Primer SPPMACstack Mascara ELPDisney Cruella x M·A·C ELPStudio Fix 2021 ELPM·A·C Cares ELPBack-To-M·A·C ELPInclusion & Diversity ELPStudio Radiance F&B SPP
Step 4. Q/A-ing Live Links
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