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Users were unsure of what to do after they signed up, causing a high number of cancellations in the first 90 days. The new wizard walked users through the few required pieces of information that was not gathered during the purchase and then provides a quick tutorial on the highlights of the application.
LifeLock Manage Account
The user information was lost behind obscurely named links and users did not know where to enter or edit their information. This redesign shows key account information at a glance with an easy to find link add or edit data.
LifeLock Add Financial Institution
Users often do not understand the difference between Internet Monitoring and Transaction Monitoring. It was also unclear how to add and edit these accounts. The new design provides a clear explanation and link between the two options.
Motif Sign Up
Users had concerns about the amount and type of data required to create an account, causing many users to abandon without completion. The new design allows for some information (specifically banking data) to be pushed through to after sign up is completed. Also, Social Security Number, which was the most disconcerting piece of information to provide, now has inline information about why it is required.
Motif Refer a Friend
Asurion Content Manager
All Content Search (ACS)
Before ACS, all search results were products. A customer searching for anything about help content or contacting Amazon would find books related to customer service or similar. After ACS, customers can search help, wish lists and other areas of the site that are not product related.
Null Results - Existing
Existing null results do not provide much help to users about how to find the results they need.
Null Results - Proposed Redesign
This proposed redesign is a multi-pronged approach to help the user find the item they are looking for. First, there is a clear message that we have found nothing and we provide a few quick solutions to help them find what they are looking for on their own. Next, we think about what their original query was trying to accomplish – “spinner luggage” in the luggage department that can be delivered by tomorrow. This shows some results for both options.
Often customers search for things that are specific refinement options. However, search terms do not select those refinements. This allows that in cases of high degrees of certainty about the customer intent, we will transform the search to select the refinements and then remove the extra words from the query.
Internal Ads (Sparkle) - Before
Before Redesign, internal users frequently did not have the skills or desire to make nice looking ads.
Internal Ads (Sparkle) - AFTER
Amazon has had internal ads on the site for quite some time. They are built using an internal tool by merchandizing teams. Before they were designed, merchandisers often crammed as much info as possible in the tight space. After the redesign & guidelines were put in place, a much cleaner design and more a succinct message were immediately possible for the merchandisers and made the search pages look much cleaner.
Domain Detail Page
During my tenure at Go Daddy, I redesigned the Domain Control Center (later the Domain Manager). The detail page specifically was seen as very difficult to parse. There was a lot of content that was not understood by users. This new design allowed for the most sought after information to be front and center, more detailed information to display below, and even allowed for some upsell areas that would let users add features on to their domains such as hosting or security certificates.
GoDaddy ToolZilla - BEFORE
Before redesign of internal tool - ToolZilla.
GoDaddy ToolZilla - AFTER
An internal tool for managing a great many customer issues, Toolzilla was originally created by a Customer Service Representative to help the team to do their jobs. I was asked to redesign the tool so that it was easier to scan, faster to interact with, and more easily have new features added as needed.