State Library of Victoria
Challenge: Create responsive webpages, multimedia brand direction, and launch programs for new tiers of membership, annual fundraising appeal, and more.
Action: Pivoted strongly when COVID-19 began, and guided the library through a digital transformation. Many micro-sites were created, and key roadmapped goals were also maintained.
Result: The library functioned as a historic archive and museum. I helped them bring their collections online and increase digital access to the public, while finding ways to keep them on track and benefitting from preset goals.
• State Government
• UI-heavy
• Service Design
• Multimedia
• Responsive
Hello Fresh + Franklands Foods
Challenge: Improve UX to increase sales. Launch Hello Pure as direct-to-consumer subsidiary of Franklands Foods wholesale.
Action: Ad strategy for Facebook and Google, Instagram strategy, surveys, polls, heatmapping, journey mapping, positioning, competitive research, UX/UI improvements.
Result: Improved sales, relevance scores, stakeholder relations, client retention, and business stability.
• B2B
• eCommerce
• UI heavy
Web Choice Online
Challenge: Overhaul the aesthetic of a digital agency in order to better showcase quality for clientele.
Action: Redesigned agency brand across social media, website and assets. Generated quantitative data to inform decisions.
Outcomes: Created design consistency and guidelines, including social post templates, new logo, new brand colours, and redesigned website.
• B2B
• Rebrand
Ayoub’s Dried Fruits & Nuts
Challenge: Primary goal: Multiply online sales via marketing + UX. Secondary: Local traffic to stores.
Action: Strategizing and running experiments for advertising, eCommerce, events, B2B partnerships, gifting, and more.
Result: Online sales multiplied 3x. ~25% in-store sales increase. 3 new lines of business: 5th store with a bakery, wholesale B2B program, and launching packaged products (previously sold in bulk by weight).
• Retail
• Service Design
• UI heavy
• eCommerce
• B2B
Smaller Projects
Numbness
(Medical)
B2B, B2C, UXR, UI, Video