Consumer Experience Design (CX)
I build experiences that earn attention rather than demand it. At Airstream, that meant uniting editorial storytelling with transactional clarity; at Kraft, it meant designing fixtures that spoke retail’s language. I map experiences from the inside out—what the customer feels before, during, and after the interaction—and translate that into systems and tools that teams can execute. The measure of success is simple: fewer confused customers, more confident ones.
Airstream
User Experience & Backend Design
The site was designed to bring new customers into the sales funnel. Editorial and merchandising were blended to yield specific information about key consumer segments. The backend integrated the ecommerce platform with the existing CRM.
Results—New data identified users most likely to visit a dealership and be receptive to trailer sales pitches.
Kraft Foods
Integrated Fixture Design
Custom fixtures and promotional kits designed to demonstrate various merchandising approaches presenting Kraft assortments in typical c-stores.
Results—A kit of parts and usage showing c-store executives Kraft’s understanding of their business and the ways Kraft would support their success.
7-Eleven
Self-Checkout User Experience Flow
Transactional speed drove scanning priority dictating clear, understandable cart functions. Designed to make it as fast as possible to complete a transaction.
Results—Transaction speed averaged :38 compared to assisted transactions at 1:20.
