In 2021, my manager Debra identified a section of our website that was unhelpful to customers and damaging to our reputation. This section, titled Shop the Look, was identified in a content audit by a contractor as providing "thin content." This thin content was actively harmful to our reputation to Search Engines.
We also identified that just 21% of the pages in this section displayed all the content they should. The other 79% of pages were missing at least one piece of content that was supposed to be linked to the page. This was one of several factors that created a poor user experience.
In late 2021, I was invited to lead an inter-team task force to develop a recommendation to update and improve the Shop the Look section of dutchcrafters.com. Our task force consisted of 7 people from 4 teams and we were given 4 months to complete our work.
My task force attacked the problem using the first three phases of the Design Thinking framework, a popular framework in UX Design.
Through the Empathize and Define stages, we identified the problems and frustrations of users, defining the following Problem Statement and provided data to back up the conclusions:
Despite its large, attractive photos and creative concept, the Shop the Look tool presently offers a very poor user experience, no SEO value, and no evidence that it can convert customers efficiently. As long as the Shop the Look system relies on the Buy as Shown tool, the platform will only offer limited product selections as Category Managers are able to maintain it.
Finally, we concluded the bulk of our work by meeting for an all-afternoon design sprint to develop a recommendation.
In a workplace that often allows projects like this to drag out much longer than necessary and fails to work well across teams, we proved that problems can be solved with greater efficiency. We concluded our recommendation in just over a month, less than half the time permitted, and with buy-in from every relevant team in the company.
Our recommendation will have to be approved and then built out and implemented by other teams, so it's far too early to see results from the change. However, the process was strong and everybody felt heard and included in the decision-making. Several members of the Task Force voiced support for the Design Thinking framework I employed to approach the problem and particularly the intensive, full-afternoon Design Sprint to develop a solution. Some called it "fun" and one member said the following after the meeting:
We should really do this type of process to solve problems a lot more around here.
The following graphics show before-and-after images: the previous webpages followed by the new page mockups.
Starting in 2024, I took a shot at creating a logo concept for the Oklahoma City Thunder basketball team. Here's the result of that work—a new logo image featuring a bison, along with new type treatment and secondary logos.
In June of 2023, Goessel selected my logo design to serve as the new city logo moving forward! After spending my formative childhood years in the community, it means a lot to know I'll have a place in its future as well.
In the 2010s, MEDA's Sarasota Network Hub leveraged connections in Havana, Cuba, to lead educational tours in Cuba. I had the opportunity to travel on this tour in 2018 in order to produce this video and promote further tours to Cuba.
How do you show potential customers what the shopping experience is like at your business? Ask a customer to tell them herself! In this testimonial video, Meegan of Meegan Jowdy Interior Design discusses the ways DutchCrafters fit her needs and delivered for her client.
Starting in 2024, I took a shot at creating a logo concept for the Oklahoma City Thunder basketball team. Here's the result of that work—a new logo image featuring a bison, along with new type treatment and secondary logos.
In June of 2023, Goessel selected my logo design to serve as the new city logo moving forward! After spending my formative childhood years in the community, it means a lot to know I'll have a place in its future as well.
I was invited to lead an inter-team task force to develop a recommendation to update and improve the Shop the Look section of dutchcrafters.com. We completed the task ahead of schedule and with buy-in from every relevant team.
One of the highlights of my employment at JMX Brands was the opportunity to design a logo and full visual identity for the new brand Eco Friendly Digs.
In the 2010s, MEDA's Sarasota Network Hub leveraged connections in Havana, Cuba, to lead educational tours in Cuba. I had the opportunity to travel on this tour in 2018 in order to produce this video and promote further tours to Cuba.
How do you show potential customers what the shopping experience is like at your business? Ask a customer to tell them herself! In this testimonial video, Meegan of Meegan Jowdy Interior Design discusses the ways DutchCrafters fit her needs and delivered for her client.
What is Poly Furniture? Learn all about it in this 1-minute animation video I produced for DutchCrafters Amish furniture. This video served as an introduction to poly furniture and an informative video
My teammate Beth and I wrote the script to the Ultimate Guide to Furniture Styles, an extremely popular educational video on YouTube and on our website, dutchcrafters.com.
I took these photos over the past 5 years or so for clients, family, and personal use. All photos taken on my Sony a6300 mirrorless camera.
I took these photos over the course of 4 years in central Florida and at Niagara Falls. All photos taken on my Sony a6300 mirrorless camera.