Ecommerce Leadership

I've been designing, building, and running ecommerce sites for over 20 years. My excitement for finding solutions helps me to lead teams in strategy, design, front-end development, SEO, and product information. I'm hands-on, collaborating with other business leaders to set the site's goals and hire the right team.  

I love working every day as a driver of successful ecommerce from a solid foundation of data-backed user experience. I've had the privilege of touching every stage of the process, from building a backlog of UX and graphic improvements for a site with 45 million annual visits to rebuilding a legacy-coded site for mobile-first flexibility. I put my knowledge, passion, and dedication into every step.  

Whether it's building an ecommerce site from the ground up into $59 million in sales or reconfiguring navigation, refinement, and search to improve on-site product findability, I'm here to find a way. Give me a shout and we'll orchestrate all the pieces to create your successful ecommerce strategy.

• Hired and guided a 9-member product team consisting of information specialists, graphic designers, contracted developers, and SEO analysts using leadership and coaching skills
  
• Crafted a team philosophy to ensure a continuous cycle of improvement based on 4 primary pillars: trust, learning, independence, and balance with an emphasis on rapid failure
• Initiated new strategies to improve on-site search, product recommendations, navigation, and product information for an ecommerce site with 25 thousand monthly orders
• Created the backlog of projects to achieve MVP for a new ecommerce platform spanning 3 operations while translating business requirements into projects for the development, design, and marketing teams
• Planned UX and graphic improvements on a large-scale ecommerce site on legacy software, requiring full redesign including homepage, product page, collection, search, cart, and checkout on a site with 45 million annual visits
• Reviewed full site structure to plan a platform transition on a site with 20 million annual SERP visits: URL structure, title improvements, search console integration, redirect scripts, and schema data setup
• Developed 30 different user scenarios for the team to build front-end interfaces and workflows through checkout
• Established baselines for improvements in 20 different areas including speed, SERP traffic, conversion using GA and GSC
• Planned, implemented, and monitored A/B tests from launch to statistical significance while QA testing results with individual developers to confirm production-ready releases

• Designed, launched, and managed 4 ecommerce sites focused on fashion, adventure sports, and family
  
• Produced 10 site-connected apps for search, gift registry, product quality control, and product sort
• Expanded advertising & email marketing for ecommerce sites across platforms such as Listrak, Mailchimp, and Bronto
• Built & maintained the backlog for site design, product information management, and data integration

• Redesigned the MotoSport.com site with a responsive framework: from navigation and landing pages to cart & receipt
  
• Trimmed down the checkout to increase conversion by 15%, bring parity between mobile and desktop display, and meet PCI standards for security
• Rebuilt site URL structure to reduce the Google index by 50% with 0 loss in SERP traffic using proper redirects for duplication issues around activity, nationalization, trailing slashes, and url parameters
• Led a team of 4 designers and developers, to completely rebuild product recommendation strategies, visual display, and data integration with the third-party recommendation partner, using hands-on cross-functional partnership skills
• Prototyped and user tested customer site interactions with product display, account onboarding, and user-generated content
• Restructured the site taxonomy for increased findability and flexibility to complement the large product catalog

• Set up requirements and implementation plans for improvements in site functionality, speed, analytics, internal search, creative consistency, and content integration
  
• Supervised an off-site development team of 6: set business requirements and priorities, investigated QA initiatives, and integrated completed projects with the in-house development team
• Directed a complete rebuild of the site for phone/tablet-friendly functionality to increase mobile traffic by 30%
• Updated landing pages for merchandising updates and standardization of creative assets to cut site update time by 40%
• Led a rebuild of SEO priorities over a 6-month project to bring the Google Index into line: canonical tagging, robots & sitemap formats, duplicate content, pagination, product schema data, backlinks, and URL strategies

• Instituted A/B tests of product pages for improved add-to-cart rates, video engagement, customer acquisition, and conversion with proprietary testing tools with a 36% increase in conversion for watched vs hidden video assets
  
• Streamlined the checkout for fewer steps and cross-device parity with iterative testing and low-res prototyping for a 20% increased conversion year-over-year
• Guided top-level navigation, refinement, and search indexing with custom tools on a site with over 20k products
• Pushed site-wide product recommendation strategies with enhanced data feeds and analytics for a 5% drop in bounce rate
• Scoped new site management tools: for projects including video engagement, daily deals, sizing charts, and trigger emails
  
• Integrated a fully-custom CMS with 3rd-Party content partners for performance optimization and ongoing updates: product recommendations, analytics, product reviews, remarketing, affiliate tracking and social media interaction 
• Designed full ecommerce experince from landing pages, product pages, product collections, through receipt

• The Seattle Times - Created identity, web, advertising & offset print works for Seattle WebWorks and Times InfoLine
  
• Edge Design - Revamped sites for ChefTools, Van Valkenburg Furber, Anywear Shoes, Microserv, and Peer Mentoring
• College Inn Cafe - Designed menus, signage, identity, and print advertising
• Electronic Music Interactive - Illustrated icons and navigation for the U of O digital music project

• Scrum Product Owner Certification - An intense, interactive training focused on Scrum's Product Owner role in visioning, road mapping, and user stories
  
• Lean UX for Enterprise - A workshop combining Agile, Lean and User-Centered Design in large companies - workshop with Jeff Gothelf, author of Lean UX
• RWD Summit - Responsive Web Design Conference: Ecommerce Page Speed & Web Performance, Path to Performance, CSS Grids, RWD & Flexbox, SVG, Mobile Retrofit, RWD Typography, Architecting Code on Large RWD Projects
• UX Immersion – A conference focused on incorporating Agile methods while remaining user-focus, designing for mobile, interweaving Agile and scrum methods with traditional design practices for productivity and moving critical tasks forward
• UXweek – An Adaptive Path design conference focusing on mobile first, off-line data management, UX team management skills, new ways of visualizing data
• Internet Retailer – Web design and usability: Understanding the building blocks of good design, measure and optimize, design and search engine ranking, 10 things to boost conversion, shortening page load time
• UIE Roadshow – Key factors behind successful experience design, taking your team to the next UX level, pinpoint what your team will need to succeed, a UX vision: the secrets to a unified UX vision
• UIE Web App Summit – Designing successful apps, Luke Wroblewski - form design, using ajax for web apps, elements of design patterns, designing embraceable change
• Edward Tufte – A workshop focused on visually presenting data and information

• Bachelor of Science in Graphic Design
  University of Oregon - School of Architecture & Allied Arts
  
• Associates Degree in Fine Art
  Lane Community College
  

Ecommerce / UX design / Team leadership / Analytics / SEO / Graphic design / Creative direction / Wireframing / Email marketing / Interaction design / Web accessibility / Project management / Information architecture / User research / Rapid prototyping