An experimental new concept to demonstrate an experimental process with Macys.com
Macys.com came to our team at Neo to learn about lean startup techniques. They asked us to come up with a concept and test it as we would with a startup. We started by heading out to Union Square to find shoppers. We found an interest in local products and came up with the concept for Heirloom, a curated store of local products presented alongside Macy's core offering.
Our team of two included a tech lead and myself as design lead with three executives from Macys.com. I facilitated ideation, customer development and led interaction design.
Ideation and concepting
Early landing page sketches
The team's six-up storyboards
Open-source project to increase cross-browser compatibility on the web.
Webcompat.com is an initiative by the Mozilla WebCompat team to alleviate cross-browser compatibility challenges. Mike Taylor wrote a great post on it here. The goal is to make websites and browsers less broken for all users. We started with no website and now have a reporting platform that is storing on Github. View on-going progress on Github.
Simplified visuals and messaging returned 25% increased conversions.
Live Media Group is a multimedia company that produces and streams live events.
LMG turned to Kluge to redesign their website so it could reflect the professionalism of their work and increase the amount of qualified leads.
Their impressive body of work was not getting the engagement it deserved because of complex modal layers that weren’t functional on mobile and SEO issues.
I worked with our cross-functional team of six to run a collaborative design workshop with the LMG team. Based on the key metrics, we focused on the case studies and contact actions – using a combination of style tiles and wireframes to get into the browser early.
Existing design and analytics audit
Wireframes and user flows
25% Conversion rate on key path (Contact)
7 minutes Average visit duration
257% Increase in organic traffic
(Results based on existing design Sept 2013 vs redesign Oct 2013)