Design Strategy
While I’ve worked in product strategy and management, design strategy is really where I excel. I focus on the customer, their goals, needs and pain points. Without research and customer insight, creative execution often falls short. Listen to learn customer goals, behaviors and motivations in order to develop programs that will grow brands.
Autodesk
In-Trial Gamification
Autodesk knew that 90% of their website traffic resulted in software trial download, meaning conversion from trial to subscription was critical. To solve this challenge, we introducted a new strategic marketing tactic, gamification. I led the research and planning, creative concepting, development, and execution, and full integration efforts for this program, which involved many partners, client departments, and agency teams.
The themed gamification program for the trial experience led users through missions highlighting aspects of the software. A community was created to track progress, see and share results, and encourage participation.
Program increased trial usage by 54%
15% increase in clicks to purchase led to a 29% increase in channel revenue per trial start
International recognition from Forrester, Constellation Research, HubSpot and others
A second program was then launched to test gamification in different customer segments.
Microsoft
Office.com
I led our work and relationship with Microsoft while at Resource, growing the business from $0 to over $3M and attaining one of four Agency of Record (AOR) designations from more than 25 potential partners. Projects included work with their Office, Xbox, Windows, and Retail teams
Our work started with simple page enhancements. That grew into several more projects that ultimately led to a complete redesign of office.com from home page to product pages and supporting pages. We took a mobile-first approach to deliver best-in-class responsive designs that were on brand and customer-focussed.
Autodesk
Digital Customer Success Webinar Program
In my first corporate role, I revamped product, industry, and persona-specific webinar programs focused on learning content and community involvement. I managed multiple platform migrations and developed a strategy and promotional plan that increased registrations from dozens to 1,000+ in a matter of months.
Enhancements included:
Creative redesign for brand consistency across all communications from email to registration to promotional assets
Simplified registration process with option to register for multiple sessions
Automated Marketo-driven trigger emails following initial invitation and registration including Add-to-Calendar, reminder emails and follow-up email with the recording link
Easy viewing of the latest recording of past sessions
Established and optimized promotional plans including email campaigns, social media, forums, and other channels
Microsoft
Office.com Optimizations
Once we completed the full site redesign of office.com, we started significant user testing to optimize page performance. We conducted A/B and multivariate testing to guide our enhancements with occasional focus group and online user testing. Our work included:
Exploration of a “Help Me Choose” tool
Relaunch of the Office IT Pro hub
Suggested improvements to content length and organization
Lead generation capture and social media exploration among others