In recent years, coupons and flyers have become digitized
and readily available online and in apps. Save.ca is a
Canadian digital coupon and flyer distribution service that was struggling to keep its market share and value.
I was part of team tasked to redesign the website into a mobile and user friendly experience.
Research showed users preferred browsing flyers, so we set the landing page to Flyers and added a ‘Feature’ section to make it look fresh.
The previous flyer page did not test well, so a lot of work was needed. We modernized it by adding new navigation and simplified titles.
A vital source of revenue is coupon redemption. We introduced e-commerce design patterns so users could easily add an item to their list and redeem later.
One objective was to make the mobile experience feel native so we introduced a hamburger menu, categories and material design inspired iconography. Meeting all accessibility standards was equally important so we created a high contrast navigation and a simplified colour scheme.
Home Depot saw an opportunity when they noticed customers asking Sales Associates for Contractor referrals.
I was part of the team that launched an app that connects customers to their local contractors.
The app opens on the dashboard to give the pros a quick overview of their visibility, clients and status. Colours were directed by brand guidelines and a larger font was used because it was discovered many pros have cracked or obstructed screens.
Pros can edit their customer facing profiles with pictures, services and rates. Customers are asked to leave a review, which helps legitimize a pro and in turn gets them more leads.
Research showed pros preferred customers who were nearby, so we implemented a map and list view of their inbox. Simple icons reinforce type of service needed.
Eat Sleep Ride is a motorcycle app that creates a
community for riders to track, share and explore routes together. A redesign was set to release by summer and the team needed design support to ensure deadlines were met.
My role was to take over the outstanding UX and UI design.
This is an iOS based app, so the first thing I did was make every screen feel native by incorporate as many iOS functions as possible.
A new feature called ‘Group Ride’ was added. Users could see group members on their map, join different groups, switch their visibility on/off and save rides.
To increase user engagement, we enhanced the Challenges and Profile sections. We added gamification through a points system and displayed user stats as often as possible.
The Star introduced a subscription model across
their digital properties. They successfully launched
a paywall online, but needed to implement similar
strategies into The Star app.
I was asked to lead the subscription integration.
Research showed registered users were more likely to subscribe, so our objective was to increase registration. To do this, we needed to develop an onboarding flow. The goal was to have a user complete the onboarding in under a minute and bring awareness to the paywall.
Instead of a hard paywall, we opted for a softer one. Testing revealed users responded more positively when they click ‘View Offers’, rather than being shown them immediately.
Other features we needed to include to support registration were menu updates, account management, localization and form fields.
When a loved one passes away, it can be an overwhelming experience for the Executor. CIBC wanted to launch an ‘Estate Tracker’ to help ease the transition during this difficult time.
I was brought on during the design phase to create a high-fidelity prototype.
The portal to the Estate Tracker exists nested within the CIBC website. I followed the brand guidelines, iconography, colours and grid to ensure a seamless experience.
The dashboard allows the Executor to see their progress, action required and missing documentation. Because the process can be overwhelming and sensitive, it was vital to keep designs utilitarian and simple.
To reduce cognitive load, I used simple and straightforward designs for all the support tools.
The Toronto Star introduced an interactive news app for tablets called ‘Star Touch’. It was a heavily designed, award-winning product that stayed on the market for 3 years.
As Lead Designer, I transformed print stories into interactive and engaging experiences.
This story is about words that have changed their meaning through technology. I used bright, energetic colours to capture the eye, and a split screen to further illustrate the comparison.
To further reinforce the theme of the story, as the user scrolls up, the images appear through the typewriter.
Story about an upcoming super moon. As the user reads through the story, the moon slowly eclipses and turns red.
