Current Title :
Senior Art Director
Responsibilities:
As the creative team lead, I spearhead the strategic vision, oversee execution, and ensure brand alignment for large-scale design endeavors.
My role involves guiding design teams to achieve scalability and polished outcomes, collaborating with cross-functional partners to set project priorities and scope. I also present projects to executives and mentor both seasoned designers and new hires.
Projects:
iPhone 13/14/15 Launches
Apple.com/Store Redesign
Apple Watch Series 6 & 7 BHM
MacBook Pro Launch
iPad Pro Launch
AirPods 3rd Gen
Wheels Up, a private jet share company, engaged us to redesign their mobile booking experience. While the existing Wheels Up app was functional, it lacked many modern elements since its inception. Navigation was difficult, timely alerts were absent, and there was a lack of relevant content to guide users through booking a private jet. With a loyal customer base, the goal was to elevate the booking experience, simplify the process of understanding pricing and availability, and boost engagement with their additional services, such as taxi service, concierge, and special events.
To achieve this, we conducted extensive audits and exercises to identify pain points and opportunities for Wheels Up customers. We started by redesigning sign-in and booking flows, integrating experiential messaging, and identifying new content opportunities through UX wireframes. Our journey mapping laid out the end-to-end touchpoints for both Wheels Up members and non-members, highlighting actions, communications, and platforms. Additionally, one-on-one conversations with users provided valuable qualitative feedback that shaped the new experience. We also developed the "Electra" design system using InVision's Design System Manager (DSM), adopting an atomic design approach for new elements and components. This ensured closer alignment between design and development.
Following the Discovery and UX phases, we finalized the visual designs with a focus on ease of use, timely notifications, and educational modules. The result is a clean, modern app and web experience that is intuitive and engaging, enhancing the overall user journey. The redesigned Wheels Up app now exudes a sleek and sophisticated design, making it easier for customers to navigate, book, and engage with all of Wheels Up's services seamlessly.
CLIENTS : WHEELS UP
AGENCY : FANTASY
ROLE : UX&UI / DESIGN / CREATIVE DIRECTION
Kohler, a pioneer in the home improvement industry, is renowned for its innovative products—from automatic toilets to self-filling bathtubs. However, their website didn't embody their commitment to cutting-edge experiences. They turned to us to transform their e-commerce platform into something as groundbreaking as their products.
We traveled to Wisconsin, immersing ourselves in their operations and gaining insights into their customers. Through this collaboration, we developed a comprehensive solution that caters to shoppers, contractors, and builders alike. The result is a dynamic destination that not only facilitates shopping but also serves as a hub for learning and building.
CLIENTS : KOHLER
AGENCY : FANTASY
ROLE : LEAD / CREATIVE DIRECTION / UX&UI / TECH DOCUMENTATION
When Equinox challenged us to revolutionize how their customers engage with their services, we saw an incredible opportunity. We delved deep into understanding their customers’ lifestyles and needs. Our vision was not just to integrate into their gym routines, but to enhance their entire lives.
Introducing the Equinox Imprint: a holistic platform designed to track and optimize your best self. We've crafted a seamless experience that motivates and maximizes performance in every aspect of life—movement, nutrition, rest, work, and play. It's about setting goals and achieving the ultimate version of you.
CLIENTS : EQUINOX
AGENCY : FANTASY
ROLE : LEAD / IDEA CREATION / CREATIVE DIRECTION / UI&UX
Bell Textron tasked us with bringing their vision for the future to life at CES 2020. Introducing the Bell Nexus Air Taxi, a next generation Autonomous Pod Transport (APT)—revolutionary technologies designed to seamlessly move people, products, and information across interconnected cities.
In collaboration with Sector 5 Digital, we developed a digital app companion to simulate the activation of a Nexus flight. Paired with Sector 5 Digital’s autonomous drone fleet, we showcased real autonomous air traffic technology, enabling drones to land on designated pods upon request. This proof of concept illustrated the future of urban mobility.
The app allowed users to select destinations, summon drones for pick-up, and experience seamless drop-offs within our custom-created city. The event was a resounding success, demonstrating a compelling vision for the future.
CLIENTS : BELL
AGENCY : FANTASY
ROLE : LEAD / UX&UI / DESIGN / CREATIVE DIRECTION / TECH DOCUMENTATION
PRESS:
BELL
CES VIDEO
CES DAY 1 HIGHLIGHT
Harrods, the epitome of luxury retail, sought to redefine their online presence to match their iconic in-store experience. They enlisted our expertise to transform Harrods.com into a digital haven of elegance and sophistication.
Our team embarked on a journey to understand the essence of the Harrods brand and its discerning clientele. We immersed ourselves in the world of luxury, drawing inspiration from every corner of their exquisite offerings. The result? A seamless online experience that mirrors the opulence and exclusivity of Harrods' physical store.
The redesigned Harrods.com offers an intuitive, immersive shopping journey, featuring rich visuals and curated content that celebrates the brand's heritage. From high fashion to gourmet delights, every product is showcased with the grandeur it deserves. The site also integrates personalized recommendations and bespoke services, ensuring that every visitor receives a tailored experience.
Following the redesign, Harrods.com experienced a significant boost in traffic, attracting approximately 4.1 million unique visitors per month in 2019. Harrods.com is now not just a place to shop, but a digital destination where luxury lives, breathes, and evolves.
CLIENTS : HARRODS
AGENCY : FANTASY
ROLE :ID / UX / DESIGN / CREATIVE DIRECTION & TECH DOCUMENTATION
We were engaged by Walmart to help design their premiere gaming platform called LiquidSky by Walmart. LiquidSky is a all new gaming platform that provides streaming AAA Titles to subscribers. Customers can connect and play on PC, tablet, or their mobile device.
Starting from an idea, we created a framework for launching games as well as exploring. In conjunction with other gaming platforms, customers can log into outside gaming accounts and authenticate games that they have already purchased and play them on LiquidSky, Customers can search and filter, download games locally to play offline, as well as play multiplayer games with others on the platform.
Walmart ultimately shelved the concept after acquisition and concepting.
CLIENTS : WALMART & LIQUIDSKY
AGENCY : FANTASY
ROLE : LEAD / UX&UI / DESIGN / CREATIVE DIRECTION / TECH DOCUMENTATION
We partnered with the luxury home-sharing network Onefinestay to elevate the experience for customers seeking exquisite retreats. With over 400 homes worldwide, Onefinestay offers an extensive selection of properties. Our goal was to connect with a diverse range of customers, from those with a clear destination in mind to those seeking inspiration.
For those exploring specific climates, the vacation builder helps find the perfect match. With premier destinations like Paris and London, customers can delve into the local surroundings and discover top spots to visit.
Designed with full responsiveness, we dedicated six months to crafting a bespoke, elegant experience that truly reflects the Onefinestay brand and image.
CLIENTS : OneFineStay
AGENCY : FANTASY
ROLE : LEAD UX&UI
Avon, a leader in beauty and personal care, partnered with Fantasy to revolutionize their seller portal. Tasked with overhauling an outdated system, we aimed to create a modern, intuitive platform that would empower Avon's vast network of sellers. Our journey began with a deep dive into understanding Avon's customers and sellers, their sales processes, and the pain points of the old system. This comprehensive insight allowed us to design a solution tailored to their specific needs.
The redesigned seller portal introduced major updates, enhancing usability and efficiency. With features such as streamlined order management, personalized sales insights, and improved communication tools, we provided sellers with the resources they needed to succeed. The new platform also included training modules and a support center, ensuring sellers were well-equipped to maximize their sales potential.
In 2019, Avon saw substantial growth, achieving $5.57 billion in sales and welcoming 500,000 new sellers to their network. The momentum continued in 2020, with sales reaching $5.5 billion and an additional 300,000 new sellers joining the ranks. The redesigned portal played a crucial role in this success, offering a seamless, user-friendly experience that supported Avon's thriving community of sellers. With this modernized platform, Avon solidified its position as a forward-thinking, customer-centric brand in the beauty industry.
CLIENTS : AVON
AGENCY : FANTASY
ROLE : UX&UI / STRATEGY / TECH DOCUMENTATION
After successfully redesigning the Citi Bank App, we continued our partnership with Citi to further push the boundaries of digital banking. Our mission was to develop concepts that encapsulate the entire banking relationship with Citi into a simple, user-friendly package, moving beyond the MVP state. This involved reimagining the app's organization and experimenting with innovative spaces and control gestures to enhance the overall user experience.
We explored nuanced navigation methods, including voice commands and dynamic menus, to provide more intuitive and seamless user interactions. Our approach aimed to simplify complex banking tasks and make navigation effortless. By integrating spending tools directly into the main page, we ensured that users could see how their money was working for them at a glance, offering a more transparent and insightful view of their finances.
All these elements were designed as part of a forward-thinking concept to shape the next generation of the Citi Bank app. Our focus was on creating a holistic and engaging experience that not only meets current needs but also anticipates future trends in digital banking. This ongoing collaboration with Citi underscores our commitment to innovation and excellence in delivering cutting-edge banking solutions.
CLIENTS : CITI BANK
AGENCY : CRITICAL MASS
ROLE : UX&UI / STRATEGY / DESIGN / MOTION & PROTOTYPES
As BMW was searching for a new digital agency, we put together a concept for their new online experience. Working diligently, we crafted a campaign and a site experience focused on one of their new vehicles, the X2. Our proposal included social activation, a website and navigation redesign, as well as a thorough reconstruction of their vehicle builder.
We aimed to create an engaging and interactive journey that truly highlighted the features of the X2. This thoughtful and collaborative approach resonated with BMW, leading to Critical Mass being chosen for their digital business.
CLIENTS : BMW
AGENCY : CRITICAL MASS
ROLE : UX&UI / STRATEGY / DESIGN / MOTION & PROTOTYPES
We were asked to pitch for the redesign of GolfTV. Being a company who has exclusive rights to a massive content repository for golf over-seas, we wanted to create a bespoke experience that let viewers engage with the content and explore the sport. We wanted to make sure that GolfTV was everywhere its viewers are, so we opted for a multi-platform approach. We created concepts for a responsive platform. A responsive desktop experience, a mobile app, as well as a TV app each have unique features that tie the experience together.
The concept centers around the viewing experience, providing context to the viewer, no matter what they are watching. From the beginning of the experience, the viewer can choose which content to interact with. When a golfer steps into the tee box, you can explore their stats as well as see how they are doing in the tournament. Get detailed course information as each hole plays out. Explore the terrain, learn the history of some of the most famous courses, and get alerts about upcoming content.
Through the mobile app, select the golfers and locations that you like to customize the experience. Track your stats as well as schedule tee times. GolfTV is the one stop shop for the best golf content worldwide.
We didn't get selected for the business, but the concept was well recieved.
CLIENTS : GOLFTV
AGENCY : FANTASY
ROLE :CONCEPT ONLY: ID / UX / DESIGN / CREATIVE DIRECTION
DISCLAIMER : This is a personal project and in no way affiliated with Google, YouTube, or any other company. All ideas expressed are my own. This is a concept that was completed in 3 days with Sketch, Photoshop, and Keynote.
Youtube Streams is an alternative to TV, where you can see what your friends are watching on YouTube. As your friends watch videos on youtube, it will be added to their stream, allowing you to watch what they watch. Login with your Gmail or YouTube account, and you switch between your friends streams like channels, always finding something new to watch.
Check out the full project on Medium!
Nike, in partnership with R/GA, embarked on an ambitious journey to revamp their global e-commerce site, transitioning from a dated Flash platform to the cutting-edge world of HTML5. This transformation was driven by a vision to create an engaging and dynamic digital storefront that could effortlessly showcase Nike’s latest innovations. The project aimed to offer an immersive experience that aligned with Nike's brand ethos of innovation and excellence. By leveraging the capabilities of HTML5, Nike and R/GA were able to design a website that not only highlighted the brand's products in a visually stunning manner but also ensured smooth functionality and interactivity across all devices.
The redesign focused on creating a fully responsive purchasing flow, seamlessly integrating marketing and sales into a cohesive platform. This comprehensive approach allowed Nike to bring their global audience under one digital roof, offering tailored experiences in 32 languages across more than 50 countries. In 2013, Nike.com saw an impressive surge in traffic, reaching approximately 7.3 million unique visitors per month. The new Nike.com became a benchmark in e-commerce, combining aesthetic appeal with user-centric design to deliver a site that was as functional as it was beautiful. The result was a state-of-the-art online shopping experience that set a new standard for e-commerce platforms, reinforcing Nike's position as a leader in the industry.
CLIENTS : NIKE
AGENCY : R/GA
ROLE : STRATEGY / UX &UI / TECH DOCUMENTATION
PRESS:
FWA: Site of the Day
ADWeek: Talent Gallery
D&AD: Gold Pencil
Citi Bank engaged Critical Mass as their design partner with the ambitious goal of revolutionizing their digital offering. With the launch of the iPhone and iOS on the horizon, we were honored to be tapped by Apple to showcase the latest Citi app during their keynote presentation, which also coincided with the release of the first Apple Watch.
Our scope extended beyond the mobile app redesign to include key touchpoints like Citi.com, Citi Mortgage, and Citi Gold. For the iOS app, we meticulously identified inefficiencies, conducted user tests, and designed an improved flow to enhance the mobile experience, empowering customers to achieve more with their devices. We developed the new Citi Banking app alongside an Apple Watch extension, pushing the boundaries to help users better understand their finances and set meaningful goals.
As Citi simplified and enhanced the customer experience across digital and mobile channels, we saw remarkable results. By Q3 2017, Citi experienced a 22% growth in active mobile users over 2016, the highest growth rate among top U.S. banks. Mobile app logins surpassed browser logins for the first time, and the Citi mobile app maintained a stellar 4.5-star rating in Apple's App Store for over a year. This partnership underscored our commitment to innovation and excellence in financial technology.
CLIENTS : CITI
AGENCY : CRITICAL MASS
ROLE : UX&UI / USER TESTING / PROTOTYPING / ART DIRECTION / TECH DOCUMENTATION
PRESS:
CITI BANK
FORBES
Abbott, a leader in the medical space, engaged us to create a new platform where patients, doctors, and pharmacists could interact, learn, and track health—all in one place. To find a solution, we led a summit in Switzerland with Abbott team members, who were experts in their field, to understand the unique challenges faced by patients, doctors, and pharmacists.
The result was the Abbott:Acare portal, a digital companion designed to empower patients in managing their health. The platform allows patients to track symptoms, manage medications, and learn more about their diagnoses. Users can take quizzes and surveys to earn points for prescription discounts, find healthcare professionals and events in their area, and utilize interactive tools to better understand their bodies and receive targeted health guidance. Additionally, the portal offers a wealth of articles tailored to specific conditions, providing valuable information and support.
We meticulously designed the entire experience for both desktop and mobile, ensuring seamless integration with Abbott's development team. The result is a smooth and intuitive experience that serves the needs of patients, doctors, and pharmacists, reinforcing Abbott's commitment to innovation in healthcare.
CLIENTS : ABBOTT
AGENCY : FANTASY
ROLE :ID / UX / DESIGN / CREATIVE DIRECTION
McKinsey & Company engaged Critical Mass to reimagine their global careers site, global navigation, and locations portal. We embarked on an extensive discovery phase, diving deep into preliminary design iterations and rigorous user testing. Our mission was to create a global job site that not only meets the sophisticated needs of recruiters but also provides an engaging and seamless experience for potential hires.
Our responsive solution seamlessly integrated with McKinsey’s existing CMS, maintaining technological harmony while pushing the boundaries of design and functionality. We honed in on simplifying content, ensuring that every piece of information is accessible and impactful. The navigation system was meticulously crafted to be intuitive, allowing users to effortlessly explore opportunities and company insights.
We designed a versatile concept that translates beautifully from mobile to desktop, ensuring a cohesive and consistent brand experience across all devices. The result is a dynamic and user-friendly careers site that reflects McKinsey & Company's prestigious brand while enhancing their global recruitment strategy. This transformation not only modernizes the user experience but also positions McKinsey as a forward-thinking leader in the consulting industry.
CLIENTS : MCKINSEY & COMPANY
AGENCY : CRITICAL MASS
ROLE :STRATEGY / ID / UX DESIGN & TECH DOCUMENTATION
Marriott Hotels reimagined their website to inspire the modern traveler, transforming it into a quarterly digital publication. The Marriott Hotels site not only showcases their luxurious properties but also serves as a comprehensive travel guide for exotic locations worldwide. By curating high-quality content from renowned travelers and Marriott itself, we created a visually stunning site that sparks wanderlust and generates interest in Marriott's offerings.
The design concept is inspired by a physical publication, with the "spine" of a book serving as the main navigational element. This innovative feature allows visitors to seamlessly explore the site, reading articles on specific topics and effortlessly transitioning to the next piece with a single swipe or click. The result is a beautiful and engaging digital experience that captivates and inspires travelers, positioning Marriott Hotels as a leader in both hospitality and travel inspiration.
CLIENTS : MARRIOTT
AGENCY : CRITICAL MASS
ROLE : STRATEGY / CONCEPT DEV / ID / UX DESIGN / PROTOTYPING / DEV DOCUMENTATION & PAIRING
PRESS:
ADWEEK
CAMPAIGN US
LBB
Wieden & Kennedy sought to create a unique experience for Delta that would distinguish them from competitors and highlight their commitment to high-value consumers. The result was Innovation Class, a groundbreaking initiative designed to align Delta with the entrepreneurial spirit and demonstrate their dedication to fostering innovation.
Innovation Class is a responsive platform integrated with LinkedIn, offering aspiring entrepreneurs the chance to win a plane seat next to a seasoned entrepreneur en route to a premier event. Once selected, participants have the opportunity to engage in meaningful conversations at 30,000 feet, discussing everything from innovative ideas to potential business ventures. Upon landing, both the budding and established entrepreneurs gain access to the premier event, extending their networking opportunities.
The campaign saw impressive engagement, attracting 300,000 visitors to the platform and receiving 4,000 applications. Additionally, 40,000 suggestions for influential pairings were submitted, showcasing the community's enthusiasm and active participation. This initiative not only reinforces Delta's brand as a supporter of innovation but also creates memorable and impactful experiences for their high-value consumers.
CLIENTS : DELTA
AGENCY : WIEDEN & KENNEDY
ROLE : STRATEGY / CONCEPT DEV / ID / UX DESIGN / PROTOTYPING / DEV DOCUMENTATION & PAIRING
PRESS:
CNBC
BUSINESS INSIDER
FORBES
Patch is a transformative platform designed to streamline medical record access for both physicians and patients. Funded by a group of former doctors looking to launch their own technology company, this freelance project was developed as a proof of concept. By reducing the time spent gathering health data, Patch allows physicians to provide more insightful and efficient care. The initial focus, or MVP, of Patch is to simplify the collection of health records from various health institutions and share this information seamlessly with doctors, establishing a strong foundation for future enhancements.
Looking ahead, Patch aims to empower patients by enabling them to actively contribute to their health records. Mid-term developments will introduce features allowing patients to complete Review of Systems (ROS) and intake forms, and schedule doctor visits through a Smart Dashboard. Long-term goals include integrating machine learning to analyze health records, providing valuable insights for doctors, and tracking patient activity to offer personalized health insights.
Patch's key features center around interoperability, combining patient records from multiple Electronic Medical Records (EMR) systems to ensure seamless access. This will allow doctors to view records more efficiently and potentially integrate with existing EMRs, whether via a web app or widget. As Patch evolves, it will continuously enhance the healthcare experience, fostering a more efficient and insightful interaction between patients and physicians.
CLIENTS : PATCH
ROLE : DESIGN / CREATIVE DIRECTION /LOGO DESIGN
Following the transition of Nike.com to HTML, it became essential to update the NIKEiD builder to match the new style and functionality. Our objective was to not only align the builder with the current design aesthetics but also to create a system that seamlessly integrates new products and encourages creativity in custom shoe design.
In 2013, NIKEiD saw a significant increase in engagement, with custom orders reaching an impressive 1.5 million. However, users often felt overwhelmed by the sheer number of options available. Our goal was to shift the perception from “too many options” to “applying the finishing touches.” We introduced a feature that allowed users to start with a pre-customized base design, which they could purchase immediately or further customize to their liking. This approach led to even higher engagement in 2014, with custom orders climbing to 2 million.
We implemented a responsive design that worked flawlessly on desktops and tablets, while also ensuring a consistent builder experience on mobile phones. This comprehensive redesign not only streamlined the customization process but also enhanced user satisfaction and creativity, solidifying NIKEiD as a premier platform for personalized footwear.
CLIENTS : NIKE
AGENCY : R/GA
ROLE : STRATEGY / CONCEPT DEV / UX&UI / PROTOTYPING / DEV DOCUMENTATION & PAIRING
At Wieden + Kennedy New York, we partnered with Gap to create an innovative campaign that redefines interactive engagement. We invited users to turn on their webcams and don striped clothing, transforming them into active participants. By waving their hands over the stripes, users could play along to “It Is What It Is,” a new track by British soul artist Blood Orange, or even create their own unique version. The result is a customized, personalized music video that users can share on social media, amplifying their connection to the brand.
This campaign is a standout feature of GapGiftGuide.com, an interactive holiday gift guide aimed at providing a stress-free shopping experience. The guide includes ten short films, embedded to offer a whimsical glimpse into the secret lives of gloves, mittens, and leggings, enhancing the holiday spirit. Designed to be user-friendly, the gift guide categorizes potential presents in an intuitive and accessible manner, making it easy for shoppers to find the perfect gifts without the usual holiday stress.
Collaborating with Blood Orange and director Alex Da Corte, we also produced a special edition video for the new song, merging art and music to deliver a captivating and memorable experience for users. This multifaceted approach not only showcases Gap’s creativity but also provides an engaging and enjoyable holiday shopping experience.
CLIENTS : GAP
AGENCY : WIEDEN & KENNEDY
ROLE : STRATEGY / CONCEPT DEV / UX&UI / PROTOTYPING / DEV DOCUMENTATION
While working with Heineken on updates to their global site, Wieden & Kennedy was asked to come up with original concepts that Heineken can leverage to reach its audience. Heineken, being a major event sponsor, I thought it would be an interesting concept if they could own the event, by creating the Uber of beers. Heineken Access Pass.
The concept is two fold. Delivery or Easy pickup. Focusing on events as a launch pad, Access Pass allows event-goers to either request beers and have them delivered, or use their mobile phone pay and skip the line for quick and easy pickup.
CLIENTS : HIENEKEN
AGENCY : WIEDEN & KENNEDY
ROLE : SOLE DESIGNER / CONCEPT OWNER
We successfully pitched Legal Shield, a pre-paid legal service provider. Their ask was to re-brand their service, as well as optimize their web presence. Considering how vast and different each case or problem can be, we opted to organize the site according to different needs. This allows the user to easily see how Legal Shield can help them within their situation.
Site work is currently underway.
