First things first, I need to confess something: I'm slightly obsessed with great design. I've spent the better part of the last couple of decades helping organizations create successful design systems, improve collaboration between designers and developers, and deliver great digital experiences. Most importantly, I help organizations understand the importance of placing users and customers in the center of every digital project they deliver.
I'm a Digital Creative and User Experience professional with more than 20 years of customer-centric experience, strategy, leadership and mentorship. I love the challenge of combining the art and science that drives e-commerce — analytics, testing, research, and user behavior — to develop user-focused solutions that drive results and elevate a brand's visual impact.
Self-assessment of relevant work skills and business acumen:
April 2018 - Present
I currently serve as the design systems architect for the Chico's FAS User Experience team, bridging the gap between our design and technology teams.
My primary responsibility is to provide ownership, maintenance, administration, and governance of the Chico’s FAS Design System and its components. My role is critical in helping the organization maintain a single source of truth for digital design standards and usage across a portfolio of brands, thus ensuring a consistent customer experience across our media platforms.
I play a strategic role in executing the organization’s business goals by identifying and implementing design process improvements, and I also serve as a key change management agent in ensuring all digital products deliver a best-in-class user experience.
My functional responsibilities include:
November 2010 – April 2018
I developed a wide variety of creative marketing assets (landing pages, homepages, e-marketing materials, motion experiences, responsive experiences, etc.) for women's fashion retailer Chicos.com, and provided leadership, strategy, and project supervision for the five-person design/production team. I also created campaign concepts and provided on-set studio art direction for both on-model and still life photo productions.
July 2008 - October 2011
Owner and creative technology lead for full-service digital creative agency. Primary duties included development and execution of digital projects from concept through delivery; client strategy and campaign development; and day-to-day business management/operation.
Political Science/English (minor)
Dean's List, 1992
Graduated magna cum laude
I love working on cool projects with really cool people. Here's some recent work that I'm particularly proud of:
Concept development and on-set art direction for Chicos.com Spring 2016 Swim Collection. Photography by Dean Isidro.
The Chicos.com site redesign launch marked the culmination of a year-long effort to move the brand toward a fully-responsive format. The improved functionality and performance of the revamped site has dramatically improved the brand's organic search results and conversion rate. The project afforded me the opportunity to not only play a key role in the design, production and integration of the new site, but also to provide support and training for the creative team.
On-set studio art direction and concept for Chicos.com Party Shop collection. Photography by Paul Westlake. Assets were leveraged across a variety of additional media platforms including e-marketing, paid search, social channels and more.
Responsive layout concepts for Chico's editorial content blog. The goal of this project was to develop a user experience that created an elevated editorial approach, while aligning to the core design aesthetic of the brand and e-commerce site.
On-location art direction and project design execution (responsive layout) for Chicos.com Black Label collection. Assets were leveraged across a variety of additional media platforms including e-marketing, paid search, social channels and more.
Concept development and layout execution for Chicos.com Destination Fabulous landing page experience. The goal of this project was to develop a user experience that could be updated monthly to combine relevant travel content (provided in partnership with Travel+Leisure) with key fashion items that could be packed easily for weekend getaways and excursions. Social media content was also leveraged via an Instagram hashtag campaign, and streamed live into the experience.
On-set art direction and layout execution for Chicos.com "Gotta Have It" landing page experience. The goal of this project was to develop a user experience that highlighted key fashion items into a "style edit" for transition wear. Photography assets were leveraged across a variety of additional media platforms including e-marketing, paid search, social channels and more.
Concept, UX, UI design of microsite for Chico's FAS corporate giving initiative in partnership with Children's Miracle Network Hospitals. Also developed designs for supporting assets including e-marketing campaign and social media channels.
I love speaking to organizations, student groups, designers, and technology teams about the importance of customer-centric User Experience, and the value in creating successful design systems and collaborative workflows. If you're interested in having me speak to your group or take part in a panel event, get in touch with me!
I help teams deliver great digital products that drive results and elevate a brand's visual impact. How do I do that? Here's a look at my process and focus areas:
Put simply, I specialize in building digital systems and products that place the customer's wants and needs at the center of every experience. I do this by casting aside assumptions and guesswork, instead focusing on analytics, testing, research and user behavior to evaluate performance and success.
My greatest passion is helping organizations utilize the concepts, tools and techniques to create successful design systems. I build Sketch component libraries, Living Style Guides and web-based Brand Guides that allow organizations to provide a consistent customer experience across digital platforms.
Combining a modern design system with a collaborative workflow allows designers and developers to speak the same language and work seamlessly. I love helping organizations optimize this process in order to improve their testing capabilities and speed to market.
I've been fortunate throughout my career to learn from so many talented peers and mentors, and I feel privileged now to have the opportunity to pay those experiences forward — whether it's one-on-one interaction with young professionals, or speaking engagements with student groups.
I help organizations navigate the challenges of delivering a cohesive, consistent brand presentation in today's business environment by building design systems and workflow processes that can weather any device, channel or market.
My expertise in creative design and art direction provides me the ability to craft digital design solutions that combine aesthetic value with research-driven UX practice.
Interested in having me speak to your student group or organization? Working on a project that has you stumped? Have a question? Give me a shout, I'm always happy to talk shop.
1260 Biltmore Dr
Fort Myers, FL