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BLICK PRODUCTION AND BRANDING STRATEGY
Blick had never hired a Creative Director before I joined them. The purpose of the new CD role had several deliverables. First, prepare the creative team for adding a high volume of web design, digital marketing and email campaigns. The creative team was previously only responsible for catalog design. I had to teach them clickable marketing and determine the right size and structure for the creative team. Second, create new ways to handle an increase in production and creative projects. This meant creating production processes and assigning schedules for each project. Third, refresh the brand and create an updated brand voice and a brand look.
CHECKOUT REDESIGN
Not the most glamorous of design projects but a very important exercise in usability, navigation best practices and streamlining the checkout process. I was able to reduce the number of steps in the path to purchase in this project to three. I also led a redesign of checkout for FTD where I was able to view usability studies. This helped guide the design and reduce abandon rates.
BEFORE
AFTER
IF CUSTOMER IS SIGNED IN
IF CUSTOMER IS NOT SIGNED IN
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