Acquired by Hipcamp, BookOutdoors was a premier outdoor travel marketplace. Working directly with the CEO and Engineering team, I designed the end-to-end user experience, launching a new booking website and operator portal. Optimized for 3-5% conversion rates in checkout. Tested and improved features for conversion and growth.
MVP for ChatGPT powered road trip planner
MVP for ChatGPT powered road trip planner
Homepage
Mobile filters (destination, travel dates, guests)
Mobile filters (site types, vehicle types, amenities)
Search results screen
Property detail screen (full page)
All property images
Property image zoom (carousel)
Checkout: step 1
Checkout: step 2
Confirmation screen (also: share with friends, create an account)
Marketing and trade materials
Booking site: feature scope
Operator site: feature scope
BODi (formerly Beachbody) is a leading subscription health and wellness company and social coaching network. I managed a team of designers and researchers to scope, design, test, and optimize streaming and e-commerce products across web, iOS, Android, and OTT platforms. Launched payment designs for the new connected bike, and ‘Total Solution Packs,’ bundling workouts and nutrition.
With the Ladder supplements checkout flow, we discovered a major drop-off at the cart screen. Our hypothesis was that users did not want to give personal info before making a purchase. By adding a guest experience, users will feel confident continuing with their purchase (therefore increasing conversion rates).
We tested 2 variants against the control. Variant 1 allowed users to select "Continue as Guest" or "Create an Account" before checkout. Variant 2 allowed users to continue with checkout and "Create an Account" right on the order confirmation screen (Variant 2 won)
Working with the design agency Pattern, I helped to identify points of friction in the consignment flow, and designed into iterative optimizations. Launched a new consignor experience to increase and diversify supply acquisition, providing easier paths to sell. My team also delivered compelling, on brand, data-driven digital merchandising assets that increased discovery and drove conversion across web and native apps. GMV growth of 91% Y/Y driven by strong supply growth and buyer engagement.
Consignment Flow (styling variations)
New consignment flow feature
New “Curated Home” section
Weekly homepage merchandising updates
Working with the Executive Curator, Product and Engineering teams, I redesigned the entire marketplace to empower artists to sell their works, as well as collectors to discover art they love. Significantly improved user experience across mobile and web platforms, doubling key metrics such as user engagement and conversion rates. Worked on the native mobile app, including an AR wall-art visualization feature. Also designed the logo, branding, and marketing campaigns.
The team identified a significant and unique opportunity in the market for lower priced, ready-to-hang original artwork. We created a new platform to enable Saatchi artists to opt-in to selling their works as limited edition prints. The concept was widely accepted, however the domain power of SaatchiArt.com was too great, so we moved this prints business back into the main website.
Here you will find a range of discovery and designs from my past 10 years of experience, like a recent Black Friday Campaign for Yardzen, a mobile ordering app for Appetize Technologies, a Bandero Tequila website (ROKiT Brands), a series of online editing tools for the former Glossi, an order management system web template, and digital designs for Guess, Abercrombie & Fitch, and Gillette (P&G).
Cyber Week campaign (with animations)
Client work for Resource (IBM iX)
