Where it all starts
In this portfolio, you will discover a collection of digital projects that prominently feature elements of the UX process. When initiating a project, my primary focus is on understanding the business objectives and defining the target audience along with their specific goals for the web experience. This foundational step allows for the strategic development of a tailored plan to achieve the desired outcomes for the identified user base.
The UX process is set up in four main phases: Discover, Define, Develop, and Deliver. In the Discover phase, research the problem, gather key insights, and brainstorm to determine the next steps.
The Define phase involves synthesizing research findings into documentation like user personas and project briefs.
The Develop phase includes creating key documents like user journey maps, wireframes, and prototypes.
Finally, in the Deliver phase, high-fidelity prototypes are created, tested, and refined before final implementation.
Please view below, projects that show results and output of this UX process:
Airlines for America - Showcases event space design that is aligned with a holistic digital user experience for the event attendees
Card Sorting Workshop for Single-Family Learning Experience
Card Sorting Workshop for MultiFamily Research Experience
Monumental Sports & Entertainment - Showcases UX recommendations with proposed sitemaps, mockups and designs
NFL BlizD App - Showcases wireframe and user flow discovery work
AARP - Showcases page flows around the Member Benefits experience
McDonough and Partners - Showcases UX and Strategy work
Recreation.gov - Showcases customer journey, branding and design mockups for proposed website redesign
The sixth annual Commercial Aviation Industry Summit, hosted by Airlines for America (A4A) at the Newseum in Washington D.C., marked the 40th anniversary of the Airline Deregulation Act. Signed by President Carter on October 24, 1978, this pivotal legislation reshaped air travel by promoting innovation, competition, and consumer benefits for all Americans.
During this time, I served as a lead UX designer at Subject Matter agency and collaborated with the interactive creative director and creative director to revamp the A4A website for the event. Our design team worked collectively to craft an immersive event experience inspired by the theme of 'The Accessible Age of Air Travel.' Drawing from the positive impact of President Carter's historic signing in 1978, our design elements symbolized the simplicity and convenience that every American traveler enjoys today.
Through dynamic positioning arrows and iconic airplane imagery, we encapsulated the essence of streamlining travel experiences for everyday Americans exploring the United States. This design concept celebrated the enduring legacy of innovation and accessibility in air travel, empowering passengers to explore new horizons with ease.
The event not only marked the surge in air travel accessibility but also looked ahead to a future of continued advancements in the aviation industry, promising enhanced experiences for all passengers.
I worked on an RFP for Monumental Sports & Entertainment (MSE) during my time at Subject Matter. This was a collaborative effort where I worked closely with the Digital team and leadership to put together this RFP.
The following pages show some of the branding and visual design concepts my team came up with, sitemaps, wireframes and mockup design concepts for the MSE website. Monumental Sports & Entertainment had an outdated website and visual identity. This RFP was put together to propose a new brand identity for the company as well as a better user experience for their website.
I was tasked with conducting a full UX evaluation and review. Additionally, I put together a more streamlined and improved UX by identifying problem areas for the users and showcasing industry best practices.
Back to UX Process
I co-led a workshop at Freddie Mac for the Multi-Family project aimed at enhancing the Research web experience. Collaborating with Multi-Family business partners and the product owner, we conducted a 2-day card sorting exercise in the office.
Card sorting is a UX technique used to refine the information architecture of a website. The Multi-Family Research web experience required updating with current content, topics, and categories to better serve visiting clients.
I facilitated the exercise by providing sticky notes for the business partners to collaboratively align on Research topics and categories. We began by identifying the primary users of the Research web experience, agreeing on 5 user groups.
I guided the group through the card sorting process, encouraging them to brainstorm topics and explain their choices. On Day 2, the partners worked together to organize sticky notes on a whiteboard into new categories.
The outcome was a more user-friendly set of topics and categories tailored to their target audience. Furthermore, I collaborated with a lead UI designer to create a mockup that was later implemented by a development team. The updated Research experience can be accessed at: https://mf.freddiemac.com/research
I facilitated a card sorting workshop for the Single-Family Learning website, collaborating closely with stakeholders to refine content and categories to better suit user needs.
This exercise successfully pinpointed relevant topics and categories, enhancing the site's user experience. The updated version can be explored at https://sf.freddiemac.com/tools-learning/freddie-mac-learning/overview
Back to UX Process
During my tenure at Booz Allen, I spearheaded an innovative digital project for an NFL app named 'BlitzD.' This app catered to NFL coaches utilizing Microsoft Surface tablets to access real-time predictive data analytics during live games. Collaborating with a lead app developer, we leveraged Bootstrap framework for the UX/UI design, working closely with an NFL business partner to refine the app's design.
The concept for BlitzD originated from my Strategy Innovations Group and was presented to an NFL liaison from the Philadelphia Eagles. This collaboration provided insights into the technical requirements and tailored usage of Microsoft Surface devices by NFL coaches during games. My pivotal role involved leading the user experience efforts, conducting in-depth discovery to understand the specific needs of defensive coaches. This included functionalities like managing game clocks, recording on-field plays, and inputting opponent actions such as runs and passes.
By integrating Microsoft's data analytics, BlitzD could analyze coach inputs and predict upcoming plays, empowering defensive coaches to strategize effectively during games. This project showcased the fusion of technology and sports strategy to enhance coaching capabilities on the field.
At Subject Matter, I worked on a UX project to propose a better user experience and visual identity for McDonough and Partners. McDonough’s website at the time was outdated and needed a brand refresh.
I worked with the digital team to propose a better UX by putting together wireframe concepts, full color mockups and sitemaps. We put together a formal document that highlighted content strategy as well as the UX and visual identify recommendations for the architecture firm.
www.sec.gov
Functioning as a UI designer collaborating with Accenture team to enhance the functionality of SEC.gov for desktop, mobile, and tablet devices. Designed hi-fidelity mockups using Adobe Photoshop. Reviewed mockups with team and presented to SEC client.
https://sf.freddiemac.com
I currently manage a UX team under the Freddie Mac corporate communications division. I have been leading UX at Freddie Mac with clear, consistent and user informed UX/UI design across the entire enterprise ecosystem.
My UX team updates the Single-Family website collaborating closely with marketing and business partners, product owners, content strategy leads, CMS developers and an external agency.
I regularly attend sprint planning meetings to review and scope out UX work for the website. My UX team has introduced various UX research methodologies during the discovery phase to further enhance the user experience of the website. I continually look for opportunities to lead the Digital Team with UX research and design across the enterprise websites.
https://capitalmarkets.freddiemac.com/crt
The Credit Risk Transfer website (CRT) underwent a crucial migration to the Drupal CMS, aligning its design components and user experience with Freddie Mac's enterprise standards. Collaborating with the product owner, I conducted a comprehensive evaluation of all content and web pages to ensure a seamless transition to the Drupal platform. This migration not only empowered the CMS development team to efficiently manage CRT web pages but also facilitated the retirement of the legacy CMS platform, resulting in cost savings and reduced technical risks.
In partnership with my UX team, we revamped the CRT website by prioritizing business objectives and enhancing user experience. The redesigned homepage now showcases recent and relevant content, while navigation and information architecture updates have significantly improved overall usability. Previously hosted on the Crownpeak CMS platform, the successful migration to Drupal signifies a strategic advancement towards modernization and enhanced functionality for the CRT website.
https://guide.freddiemac.com/
Working with an external agency, the Digital team worked together to update the redesign for the Guide website. The main goal of this redesign was to become our client’s preferred partner by reimagining the Guide around their needs and exceeding their expectations.
As a team we were able to successfully launch this redesign effort by accomplishing a number of things; making the Guide authoritative, reduce the risk of policy misinterpretation, close loan files faster, optimize our production and approval cycles, increase clarity and comprehension.
Worked as a UX / UI designer updating Carfax's websites and online marketing.
At AARP, I served as a UX/UI Designer within the Digital Strategy and Operations team, collaborating with cross-functional teams to translate business requirements and user objectives into intuitive and compelling experiences.
I adopted a mobile-first approach in designing mockups, ensuring seamless responsiveness across all views. Presenting design concepts during sprint reviews, I thrived in a dynamic, agile environment, focusing on enhancing the interface and user experience of AARP's Staying Sharp and Member Benefits websites.
My role involved crafting end-to-end user experiences, mapping out user flows, and creating wireframes and functional prototypes using InVision. I provided detailed annotations and specifications for user flows, working closely with product and program managers as well as developers to prioritize tasks effectively. By designing wireframes and mockups that were seamlessly handed off to developers, I played a key role in optimizing project workflows and delivering impactful digital solutions.
I worked on concept designs for Booz Allen Digital website. Here I am showing the initial designs I came up with along with some wireframe sections explained for the lead developer tasked on this project with me. This website for Booz Allen Digital provides an overview of the firm's digital capabilities and service offerings.
Worked on the design for the new design of Booz Allen's Digital website. I created initial wireframes and mockups to help envision the Digital site. The Digital Vault goes into the capabilities and service offerings within Booz Allen Digital.
Collaborated with project leads, marketing and design team to strategize on implementing a more enhanced user experience on current Recreation.gov website.
Designed wireframes and mockups using Adobe Photoshop and Illustrator. Created interactive prototypes of wireframes using Axure. Designed infographics, journey maps and architecture graphics to support proposal design efforts. Conducted extensive usability evaluation on current Recreation.gov website as well as competitor websites. Designed style guide for the new re-design proposed by Booz Allen for Recreation.gov.
Participated in a 2 day myAmerica Developer Summit hackathon hosted by the USDA to create a cross platform prototype app. Worked collaboratively with Booz Allen developers and project leads to design and implement app.
Functioning as the lead UX/UI designer for digital personalization project to propose for Benefits.gov. Collaborating with project leads, data scientists and developers to propose a re-design of Benefits.gov website with enhance UX through digital personalization.
Lead UX/UI designer to re-design a SAAS product used by students studying STEM. Worked closely with web development teams to implement the design vision. Enhanced the UX/UI with product owners during agile sprint planning.
Worked closely with the Director of Design and Technology and collaborated in a cross-functional team environment consisting of product managers, developers, and content team. Executed design solutions through extensive user research, sketches, wireframes and mockups. Worked with multiple Adobe products that included Fireworks and Photoshop to design mockups and prototype wireframes. Planned sprint iterations with product managers and the development team to go over user stories and implementation.
