2019
JCPenney
Lead UX Designer
2016
Intuit
Senior Product Designer
2014
Bottle Rocket Studios
Senior Information Architect
2013
Sabre
Senior UX Designer
2011
Kalkomey
Senior Information Architect
2009
Dell EMC
Consultant specializing in Interactive (UX)
2007
CBS Radio
Webmaster
2000
Virginia Commonwealth University
Bachelor of Fine Arts – with a focus on Painting & Printmaking and Art History
JCPENNEY
JCP.com
Responsive Web and Mobile Apps
Enabled value-driving capabilities across the customer journey, including both transactional and marketing experiences.
Hats
A/B Testing, 3rd Party Tool Integration, Testing Ideation, Establish Best Practices & Develop Guidelines for Design, Design System Governance, Figma Deliverable Review, Validate Builds w/ Design
Highlights
Full Responsive Site Conversion
Design System Migration from Sketch to Figma
Cart & Checkout Redesign
Change Store Experience
Care Plan Enhancements
Gift Card Payments from Digital Wallet
Fulfillment Enhancements
Integrations: Stylitics, Revieve, Bazaarvoice, Klarna, Rokt, SheerID
De-Clutter & Simplify – Over time, the experience became complex & confusing.
Approach
Tiger team collaboration sprints, clarify messaging, clarify pricing, and a smooth out the end-to-end experience
Clear alignment on Design Principles, backed by Leadership
Results
Significant increase in Conversion
Significant increase in Revenue Per Visit (RPV)
Significant increase in Add to Bag
Significant increase in Purchase Intent
Average Order Value boosted
Note: Cart Conversion was down and this effort closed the gap
Participation
Execute on Design Principles
Collaborate closely with Engineering and Product
Clean up complexities in Cart and Checkout, keeping within existing research and best practices
Advise on the end-to-end experience
Rewards Header Sign-In Notification – Drive offer interest, increase sign-ups, increase signed-in purchases.
Highlights
Cross-org alignment on the opportunity and approach
Develop test for A/B
Based on success, moved to production-ready delivery
Results
Significant increase in account creation
Bounce rate decreased
Revenue Per Visit increased
If RPV continues, based on sample, there will be a very significant business impact
Design System & Handoff Quality
Governance, proofing handoffs and recurring syncs w/ Engineering Leads
Hats
Coordinated with Engineering Leads making sure that our comps and prototypes were clear to use and consistently answered all the questions, reducing back-and-forth discussions.
Guided team on approach, reviewed comps, validated with builds.
Highlights
The JCP Design System followed the Atomic Design principles, leading to complex Organisms that were prototype and/or comp ready.
INTUIT
Intuit Link
ProConnect Tax Online
Experience
Dual experience for Taxpayers and their Accountants, managing the back-and-forth progress to complete taxes
Collaboration to collect tax docs and answer questions
Agency-branded experience to securely collect tax docs and import directly to tax software
Deliverables
Design Lead working alongside engineering and product owner to ideate, test concepts, and guide to completion
Brought deep customer empathy from the start, getting direct customer feedback on design plans
Ideation and testing workshops for rapid design
Results
The only team to successful complete Tom Chi’s “Race to the Top” program for rapid empathy & design across 5 national Intuit teams.
BOTTLE ROCKET STUDIOS
Starwood Hotels & Resorts
Starwood Preferred Guest (SPG)
Experience
Allow customers to book rooms, manage stays, track rewards and explore Starwood destinations
iOS (iPad, iPhone, iWatch) and Android
Deliverables
Create and maintain flows
Define interactions
Collaborate with Engineering, Strategy & Starwood SMEs
Results
The SPG app for Apple Watch provides the industry-first mobile check-in functionality and the ability to unlock a guest’s hotel door, explore the property, your SPG account, and more right from their wrist at over 150 W, Aloft, and Element hotels worldwide.
PetSmart
AskPETMD
Experience
Help consumer pet owners ask a free ‘pet question’ directly to a licensed veterinarian and get qualified answers
Consumers created pet profiles for seven pet types and post questions
Consumers could search articles relevant to their pet type
Deliverables
Ideation and strategy
Create and maintain flows
Lo-fi to Hi-fi
Collaborate with Engineering, Front-End Designer, Strategy & PetSmart SMEs
Results
Fully realized experience launched on Apple and Google App Stores
iOS and Android builds
Paul Goode
Experience Design & Visual Thinking
2019
JCPenney
Lead UX Designer
2016
Intuit
Senior Product Designer
2014
Bottle Rocket Studios
Senior Information Architect
2013
Sabre
Senior UX Designer
2011
Kalkomey
Senior Information Architect
2009
Dell EMC
Consultant specializing in Interactive (UX)
2007
CBS Radio
Webmaster
2000
VCU
Bachelor of Fine Arts – with a focus on Painting & Printmaking and Art History
JCP
JCP.com
Responsive Web and Mobile Apps
Enabled value-driving capabilities across the customer journey, including both transactional and marketing experiences.
Hats
A/B Testing, 3rd Party Tool Integration, Testing Ideation, Establish Best Practices & Develop Guidelines for Design, Design System Governance, Figma Deliverable Review, Validate Builds w/ Design
Highlights
Full Responsive Site Conversion
Design System Migration from Sketch to Figma
Cart & Checkout Redesign
Change Store Experience
Care Plan Enhancements
Gift Card Payments from Digital Wallet
Fulfillment Enhancements
Integrations: Stylitics, Revieve, Bazaarvoice, Klarna, Rokt, SheerID
De-Clutter & Simplify – Over time, the experience became complex & confusing.
Approach
Tiger team collaboration sprints, clarify messaging, clarify pricing, and a smooth out the end-to-end experience
Clear alignment on Design Principles, backed by Leadership
Results
Significant increase in Conversion
Significant increase in Revenue Per Visit (RPV)
Significant increase in Add to Bag
Significant increase in Purchase Intent
Average Order Value boosted
Note: Cart Conversion was down and this effort closed the gap
Participation
Execute on Design Principles
Collaborate closely with Engineering and Product
Clean up complexities in Cart and Checkout, keeping within existing research and best practices
Advise on the end-to-end experience
Rewards Header Sign-In Notification – Drive offer interest, increase sign-ups, increase signed-in purchases.
Highlights
Cross-org alignment on the opportunity and approach
Develop test for A/B
Based on success, moved to production-ready delivery
Results
Significant increase in account creation
Bounce rate decreased
Revenue Per Visit increased
If RPV continues, based on sample, there will be a very significant business impact
Design System & Handoff Quality
Governance, proofing handoffs and recurring syncs w/ Engineering Leads
Hats
Coordinated with Engineering Leads making sure that our comps and prototypes were clear to use and consistently answered all the questions, reducing back-and-forth discussions.
Guided team on approach, reviewed comps, validated with builds.
Highlights
The JCP Design System followed the Atomic Design principles, leading to complex Organisms that were prototype and/or comp ready.
INTUIT
Intuit Link
ProConnect Tax Online
Experience
Dual experience for Taxpayers and their Accountants, managing the back-and-forth progress to complete taxes
Collaboration to collect tax docs and answer questions
Agency-branded experience to securely collect tax docs and import directly to tax software
Deliverables
Design Lead working alongside engineering and product owner to ideate, test concepts, and guide to completion
Brought deep customer empathy from the start, getting direct customer feedback on design plans
Ideation and testing workshops for rapid design
Results
The only team to successful complete Tom Chi’s “Race to the Top” program for rapid empathy & design across 5 national Intuit teams.
BOTTLE ROCKET STUDIOS
Starwood Hotels & Resorts
Starwood Preferred Guest (SPG)
Experience
Allow customers to book rooms, manage stays, track rewards and explore Starwood destinations
iOS (iPad, iPhone, iWatch) and Android
Deliverables
Create and maintain flows
Define interactions
Collaborate with Engineering, Strategy & Starwood SMEs
Results
The SPG app for Apple Watch provides the industry-first mobile check-in functionality and the ability to unlock a guest’s hotel door, explore the property, your SPG account, and more right from their wrist at over 150 W, Aloft, and Element hotels worldwide.
PetSmart
AskPETMD
Experience
Help consumer pet owners ask a free ‘pet question’ directly to a licensed veterinarian and get qualified answers
Consumers created pet profiles for seven pet types and post questions
Consumers could search articles relevant to their pet type
Deliverables
Ideation and strategy
Create and maintain flows
Lo-fi to Hi-fi
Collaborate with Engineering, Front-End Designer, Strategy & PetSmart SMEs
Results
Fully realized experience launched on Apple and Google App Stores
iOS and Android builds
Paul Goode
Experience Design & Visual Thinking
2019
JCPenney
Lead UX Designer
2016
Intuit
Senior Product Designer
2014
Bottle Rocket Studios
Senior Information Architect
2013
Sabre
Senior UX Designer
2011
Kalkomey
Senior Information Architect
2009
Dell EMC
Consultant specializing in Interactive (UX)
2007
CBS Radio
Webmaster
2000
Virginia Commonwealth University
Bachelor of Fine Arts – with a focus on Painting & Printmaking and Art History
JCPENNEY
JCP.com
Responsive Web and Mobile Apps
Enabled value-driving capabilities across the customer journey, including both transactional and marketing experiences.
Hats
A/B Testing, 3rd Party Tool Integration, Testing Ideation, Establish Best Practices & Develop Guidelines for Design, Design System Governance, Figma Deliverable Review, Validate Builds w/ Design
Highlights
Full Responsive Site Conversion
Design System Migration from Sketch to Figma
Cart & Checkout Redesign
Change Store Experience
Care Plan Enhancements
Gift Card Payments from Digital Wallet
Fulfillment Enhancements
Integrations: Stylitics, Revieve, Bazaarvoice, Klarna, Rokt, SheerID
De-Clutter & Simplify – Over time, the experience became complex & confusing.
Approach
Tiger team collaboration sprints, clarify messaging, clarify pricing, and a smooth out the end-to-end experience
Clear alignment on Design Principles, backed by Leadership
Results
Significant increase in Conversion
Significant increase in Revenue Per Visit (RPV)
Significant increase in Add to Bag
Significant increase in Purchase Intent
Average Order Value boosted
Note: Cart Conversion was down and this effort closed the gap
Participation
Execute on Design Principles
Collaborate closely with Engineering and Product
Clean up complexities in Cart and Checkout, keeping within existing research and best practices
Advise on the end-to-end experience
Rewards Header Sign-In Notification – Drive offer interest, increase sign-ups, increase signed-in purchases.
Highlights
Cross-org alignment on the opportunity and approach
Develop test for A/B
Based on success, moved to production-ready delivery
Results
Significant increase in account creation
Bounce rate decreased
Revenue Per Visit increased
If RPV continues, based on sample, there will be a very significant business impact
Design System & Handoff Quality
Governance, proofing handoffs and recurring syncs w/ Engineering Leads
Hats
Coordinated with Engineering Leads making sure that our comps and prototypes were clear to use and consistently answered all the questions, reducing back-and-forth discussions.
Guided team on approach, reviewed comps, validated with builds.
Highlights
The JCP Design System followed the Atomic Design principles, leading to complex Organisms that were prototype and/or comp ready.
INTUIT
Intuit Link
ProConnect Tax Online
Experience
Dual experience for Taxpayers and their Accountants, managing the back-and-forth progress to complete taxes
Collaboration to collect tax docs and answer questions
Agency-branded experience to securely collect tax docs and import directly to tax software
Deliverables
Design Lead working alongside engineering and product owner to ideate, test concepts, and guide to completion
Brought deep customer empathy from the start, getting direct customer feedback on design plans
Ideation and testing workshops for rapid design
Results
The only team to successful complete Tom Chi’s “Race to the Top” program for rapid empathy & design across 5 national Intuit teams.
BOTTLE ROCKET STUDIOS
Starwood Hotels & Resorts
Starwood Preferred Guest (SPG)
Experience
Allow customers to book rooms, manage stays, track rewards and explore Starwood destinations
iOS (iPad, iPhone, iWatch) and Android
Deliverables
Create and maintain flows
Define interactions
Collaborate with Engineering, Strategy & Starwood SMEs
Results
The SPG app for Apple Watch provides the industry-first mobile check-in functionality and the ability to unlock a guest’s hotel door, explore the property, your SPG account, and more right from their wrist at over 150 W, Aloft, and Element hotels worldwide.
PetSmart
AskPETMD
Experience
Help consumer pet owners ask a free ‘pet question’ directly to a licensed veterinarian and get qualified answers
Consumers created pet profiles for seven pet types and post questions
Consumers could search articles relevant to their pet type
Deliverables
Ideation and strategy
Create and maintain flows
Lo-fi to Hi-fi
Collaborate with Engineering, Front-End Designer, Strategy & PetSmart SMEs
Results
Fully realized experience launched on Apple and Google App Stores
iOS and Android builds
Paul Goode
Experience Design & Visual Thinking