Selected UX & Product Work
A focused look at the product and conversion design side of my work: turning data into experiences people want to share, simplifying the path to purchase, and designing flows that move someone from awareness to action. Full brand and campaign case studies live on the main site.
01 · Chick-fil-A One App
Loyalty & Personalization
Role: Creative Lead, Designer & Digital Strategy
In a crowded QSR market, an app can't just be an ordering tool. It has to be a loyalty engine. I led the shift from a purely transactional relationship ("order food") to an emotional one ("my Chick-fil-A journey").
I designed "Year in a Nugget," a Spotify-Wrapped style retrospective that turned raw purchase data into a personalized, shareable story. In parallel, I rebuilt the App Store value proposition around clarity, leading with "Earn Rewards" and "Personalize Orders" to make the payoff obvious before download.
Outcome: 827,000 downloads in a single month, and a climb to #5 in the category.
02 · XBert (Nextiva)
Conversion Architecture
Role: Creative lead, Design & Front-End Build
A launch for an AI product, where I reframed the pitch from capability to consequence: a missed call isn't an inconvenience, it's a financial event. The whole platform runs on one line, "Every Call Is a Customer," that works as a brief, a promise, and a product truth at once.
The system is one argument in two acts, and the shift between them is the funnel. Awareness (ads, social, out of home) opens the problem cold and unmissable. The landing page heals it, warm and proof-driven, and converts. I designed that cold-to-warm journey as one connected experience, mapping three entry points to where an owner already is rather than to their industry.
The landing page is built around the single objection that kills the category, "Will it sound robotic to my customers?", so the hierarchy answers that first, demos the product working live, shows real proof, and ends on one clear path to start. I designed and hand-coded the full prototype myself in HTML and CSS, not just art-directed it.
03 · Stella & Chewy's
The Digital Shelf
Role: Lead Art Direction, Designer & E-Commerce Strategy
Expanding a boutique, premium brand onto Amazon meant a real risk of disappearing into the sea of white-background product listings. The challenge was translating "small batch" warmth into a high-conversion environment.
I designed a mobile-first product detail experience: macro texture photography that proves quality instantly on a small screen, and infographics built to explain the feeling of raw feeding, not just list ingredients. The goal was comprehension and conversion in the same scroll.
Outcome: Launched the brand's e-commerce presence while protecting its premium price point.
04 · Kohl's Outfit Bar
Discovery & Path to Purchase
Role: Art Direction & Content Strategy
Department stores suffer from the "endless aisle" problem. Shoppers were overwhelmed by volume, so we shifted from selling items to selling looks, simplifying the path to purchase.
I helped lead the pivot to a digital-first discovery engine, moving away from stiff catalog shots toward lifestyle flat lays and relatable model photography that felt native to the feed rather than a mailer. Curated storytelling did the work that endless product listings couldn't.
Outcome: Became a primary driver of social engagement and cart volume.
