What I Do
I lead user- and business-centered product strategy, research, and design.
I take businesses from defining target audiences through launching products that deliver for users and the bottom line.
Specify & Activate Ideal Customer Profiles
Sigma Computing (Data Analytics Platform)
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Defined three user segments/personas, helped Sales leverage those to improve mid-funnel conversions..
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Design Product-Led Growth
Designed engagement flow for prospective customers in marketing to analyze data in Sigma with use cases specific to their needs.
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>> Increased free trial signups 5X over previous page.
Define & Execute Product Strategy
Pac-12 Networks (Sports Streaming TV)
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Turned static site into team- and video-focused hub for sports fans. Introduced event pages & redesigned apps.
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>> Boosted traffic 20%, engagement 20-30%, app downloads 20%+.
Create Customer Journeys
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Defined target customer segments and determined we could double the price of base offering and better upsell additional services.
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>> Doubled base price, created "playbook" for deeper customer engagement.
Find & Activate New Sales Opportunities
Pac-12 Networks (Arizona State)
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Via behavioral data, I discovered interest in same-day ticket sales for football games. I designed automated ticket modules for use across schools & sports.
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>> Increased same-day ticket sales 15%+.
Increase Engagement with Partners & Sponsors
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When games were about to start, fans couldn't quickly find out how to watch Pac-12 Networks. I created use-case specific flows from Event Pages to TV partner sites, so fans could sign up and watch immediately.
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>> Drove 10X traffic to TV providers in first season.
Design Freemium Upsell Experience
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Many fans used the free GameChannel app but weren't buying StatTracker and other add-ons. I combined both apps into a toggled UX with prefilled fantasy data to make the upsell more prominent and enticing.
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>> Increased upsells YOY by $1MM.
Leadership Experience
Company
Sigma Computing
Pac-12 Networks
Yahoo!
Red Sky Interactive
Head of Research & Insights
Director, Design & Research
Design Manager
IA Manager
Duration
2 years
5 years
3 years
2 years
Additional Projects
Seattle Children's Hospital
Yahoo! Travel
Nike Ecommerce & Nike iD
App & Site Design
Lands' End Oxford Express App​
Design