Design Lead, Ecom Brand Team


Embracing the Medium

Principal driver of innovation in our use of the digital medium to inspire customers, modernize the brand’s expression online and improve all business KPIs.




Homepage Redesign

Crate and Barrel began as a brick-and-mortar store, but its catalog eventually became the company’s primary engine for photography and its overall creative direction. The website, until I designed this prototype, re-purposed static photo assets originally shot for print. 


The web is a dynamic, cinematic medium, after all, and I felt we could deliver a more impactful presentation through a wider template, a dynamic use of photography, introducing motion and interactive experiences and using typography in bolder, more editorial ways.  

This design has influenced the way the site is designed even now and has had a lasting impact on the creative organization by demonstrating the use-case for creating different photographic, video and interactive assets specifically for the ecommerce site. 

WHAT I DID
  • Creative Direction                               
  • Visual Design
  • Designed Interactive Features
  • Collaborated with FEDs
  • Collaborated with Business’
NEW LEVELS OF PERFORMANCE
The new design out-performed previous formats across all KPIs, including conversion, engagement and bounce rate, among other metrics.

IMPACT
New design helped influence direction of entire creative organization by shining a light on the unique potential of the digital medium to inspire and entertain customers and prompting change internally.


Artisan Mugs

The creative brief was to market these artisan-crafted ceramic mugs from Portugal...in May. We landed on a creative strategy centered around charm and personality, using a group of real Crate and Barrel associates to share something about their favorite mug. The result was fresh, stylish and an engaging experience featuring looping video and beautiful imagery that drove strong sales of this collection.



NEW LEVELS OF PERFORMANCE The new design out-performed previous formats across all KPIs, including conversion, engagement and bounce rate, among other metrics.


WHAT I DID
  • Creative and Art Direction                          
  • Visual Design
  • Designed Interactive Features
  • Collaborated with FEDs

Holiday Gift Guide 2017

The creative brief was to make an inspiring shopping experience featuring a group of curated landing pages, each with a specific theme. We used beautiful photography from the catalog team in conjunction with video and cinemagraphs planned specifically for this page.



IMPACT This design saw robust performance and engagement, and specifically featured mobile-first considerations that provided valuable learnings for future iterations of the project.  

WHAT I DID
  • Creative and Art Direction                               
  • Visual Design
  • Collaborated with studio to create cinemagraphs
  • Designed Interactive Features
  • Collaborated with FEDs

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