Digital Product Director, Creative Design & Analytics, UX Testing Strategist
Welcome! I’m a Digital Product Director with an extensive 17-year background in creative and marketing fields. At the forefront of Ionik, a leading data and performance marketing firm, my 7-year tenure has been defined by driving innovation and steering digital strategy.
I firmly believe in a hands-on approach, ensuring I’m deeply involved in every stage of the build process. This meticulous attention to detail allows me to monitor closely and refine our projects post-launch, consistently striving to achieve optimal outcomes.
My career originated in creative design, from which I evolved by incorporating analytical reporting and diverse testing methodologies. Today, my decision-making process is predominantly data-driven, striking a strategic balance between optimizing user experience and maximizing monetization for the company.
What can I do for your team?
In any new role, my goal is to infuse a dynamic and well-informed perspective into every challenge and opportunity. I thrive on collaboration, actively engaging with both business and technical teams to gain a comprehensive understanding. This approach ensures that we can fully maximize the potential of each product, blending business objectives with technical feasibility for optimal results.
Ideation & Critical Thinking
Excelling in identifying challenges and responding with innovative, creative solutions.
Product Testing
Developing a robust roadmap with strategic testing initiatives, employing best practice models to enhance product performance.
Technical, Creative & Business
Expertly collaborating, developing, and maintaining end-to-end processes across various specialty teams. This approach ensures strategic initiatives and project deliverables are met with excellence, seamlessly integrating technical, creative, and business perspectives.
Optimization & Assurance
Diligently reviewing, documenting, and analyzing project performance metrics against key performance indicators. This rigorous process is instrumental in uncovering new opportunities for growth and ensuring continuous optimization.
Creative Design & Review
Specializing in UI/UX and prototype design, coupled with a deep understanding of front-end development principles for engineers. I actively engage in conducting comprehensive product reviews, ensuring designs are not only visually appealing but also technically feasible and user-friendly.
Digital Marketing & Media Buying
Expertly curating project content to align with targeted media buying campaigns, ensuring that each campaign is finely tuned to reach the intended audience with maximum impact.
Recent case studies.
Below, you’ll find a selection of recent case studies where unique opportunities and challenges were identified through meticulous user and data analysis. These examples illustrate how we successfully enhanced performance by addressing these insights:
Case Study: UX/UI Enrollment Funnel Optimizations for Mobile-First Experience
Objective: To optimize the UX/UI of enrollment funnels for two company brands, with a focus on a mobile-first approach due to a 95% mobile device user profile.
Challenge: The goal was to simplify the multi-step sign-up process, making it as effortless as possible for mobile users.
Strategy: Key strategies included eliminating dropdown menus and introducing auto-formatting for critical input fields such as date of birth, phone number, and email addresses. For survey-style questions, dropdowns were replaced with individual buttons, enhancing user interaction and allowing multiple selections in specific scenarios.
Testing: We conducted several rounds of iterative testing to refine these enhancements.
Outcome: The culmination of these focused efforts led to a notable overall increase of 6% in enrollment efficiency, demonstrating the effectiveness of a tailored mobile-first design approach.
UI / UX Design, Iterative Testing
Photoshop, Google Analytics
Google Ads Account Overhaul & Strategic Refocus
Case Study: Google Ads Account Overhaul & Strategic Refocus
Objective: To optimize our Google Ads account structure in line with current best practices.
Challenge: The need to enhance campaign efficiency by integrating more dynamic and responsive advertising models.
Strategy: We implemented a significant overhaul, including the integration of an API pass-back via Google’s Cloud Dashboard with our internal CRM. This allowed sales and conversion data from our CRM reporting platform to feed directly into Google Ads. This integration transformed our traditional Target CPA style campaigns into a more dynamic and responsive ROAS (Return on Ad Spend) model.
Outcome: Post-implementation, we achieved a remarkable increase in average spending volume by 194%, coupled with a 25% improvement in ROI. This demonstrated the effectiveness of our strategic overhaul in not only scaling up our advertising efforts but also in enhancing their overall return on investment.
Performance Marketing
Google Ads & Cloud Platform
Case Study: Consolidating High-Value Data Collection Opt-ins
Objective: To streamline the user enrollment funnel, specifically focusing on email and SMS opt-ins.
Challenge: The existing funnel had friction points that led to user drop-offs.
Strategy: By reconfiguring the funnel, we grouped email and SMS opt-in inputs and strategically positioned them at the final step.
Outcome: This adjustment significantly reduced user drop-offs, resulting in an increase of opt-ins by approximately 5-7% for both email and SMS.
UI / UX Design, Data Analysis & A/B Testing
Photoshop & Google Analytics
Case Study: Unveiling New Incremental Revenue Opportunities & Placements
Objective: Our goal was to maximize on-site revenue and introduce new revenue streams.
Challenge: We needed to implement solutions that would enhance revenue without adversely affecting user experience.
Strategy: We introduced a series of innovative modules and opt-ins. Notable initiatives included a push monetization opt-in and strategy, an automated chat module to mitigate bounce rates, and integrating advertiser opt-ins within the sign-up funnel.
Testing: Rigorous testing was conducted to determine the most effective formats, with a keen focus on ensuring that these additions did not lead to subscriber churn.
Outcome: The strategic implementation and thorough testing of these new features resulted in enhanced on-site revenue streams while maintaining a positive user experience.
Data Analysis & A/B Testing
Custom CRM & Google Analytics
Case Study: Enrollment Funnel Design Refresh
Objective: To revitalize landing pages and enrollment funnels that typically see performance plateau or regress after a 6-month lifecycle.
Challenge: Our aim was to not only redesign these elements to challenge the existing control but also to integrate product and UX improvements for enhanced performance.
Strategy: We embarked on creating new designs, infusing fresh product and UX enhancements to elevate the user experience.
Additional Focus: A significant part of the strategy also involved improving vital web loading times, recognizing its impact on user engagement and conversion rates.
Outcome: The refresh of the enrollment funnel designs, combined with the emphasis on faster loading times, resulted in renewed performance uplift, effectively extending the lifecycle and efficiency of these digital assets.
UI / UX Design, A/B Testing
Photoshop, Illustrator, Google Analytics, Custom CRM
