The Challenge
Relaunch ecommerce product with upgrades into Shopify space.
Inadequate QA time and understaffed dev team.
Fathead
Art Director of Marketing
Product Design, Art Direction, UX Research
2016-2020
Covert to Shopify
With recent changes in ownership, Fathead had shifted to Shopify (the following details pertain to the period before this transition). In my capacity as Art Director of Marketing for Fathead, I assumed a diverse range of responsibilities. This included overseeing the creation of graphics, marketing materials, website styles, UX/UI design, and generating ideas for A/B testing. I also managed promotional emails, micro-websites, print advertising, event signage, brand management, and incorporated social elements into our strategy. In addition, I provided mentorship to senior, mid, and junior designers, conducted workshops on creative strategies and new applications, and directed the evolution of all photography, ensuring a cohesive and dynamic visual representation.
UI Design & Direction
Responsible for entire redesign/refresh of the new Fathead website. Ran an A/B text of different hero images and navigation types. Designed new sections and pages. Updated type to be more efficient for usability. Worked closely with the tech team to achieve cutting edge new ideas. Was laid off before full completion of project was migrated live.
Research & Define
Looked at quantitative analytic research to evaluate where users were engaging on the website to beef up the sections to drive more conversion rates. Created new ux flows, personas and wireframes of home page and interior landing pages.UX/UI strategy led to more responsive elements and subtle animation and interactions.
Photography Art Direction
Fathead constantly needed new photography of "room environments" that we would digitally impose products on the wall. Some may be simple rooms shot straight on and other may utilize youth talent in more beauty stylized photography. I led the in-house photography department to execute the needs for marketing campaigns as well as product detail shots.
