Visual Design

FROST - Menu Administration Tool

For one of FROST's earlier websites I designed an easy-to-use admin tool to make menu updates more efficient and accessible to more employees. Previous versions required a technical hand to manually edit directly in code. This new feature allowed less technical users to make these changes keeping the content up-to-date and accurate. This was a big win for customers as confidence in knowing what products were available increased satisfaction and set expectations.

This document highlights a very lean process aimed at getting the tool in the hands of the users as soon as possible. As the development was done in-house, documentation is lean and focuses on basic interactions.

Amazon - Personal Sales Concept

This is a concept I created for Amazon with the primary goal of creating a new individual seller and buying experience that stands alone yet is still part of the overall Amazon brand.

The goals of this project were:

• Create a fresh shopping experience, one that is still Amazon, but could stand alone.
• Surface a wide variety of “pre-loved” items in a way that invites discovery.
• Reveal items relevant to a customer’s browsing habits, anticipating their needs.
• Make browsing the category easy, aligning it with Amazon but allowing it to stand alone.
• Engage “social shopping” by creating new ways to interact and share.
• Inspire existing customers to become sellers on the platform.
• Highlight items available for local pick-up, Amazon Locker, Prime, and FBA.
• (Future) Create a listing tool to make selling items on Amazon super easy while guiding the process to ensure high-quality listings. 

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be. Brand Concept

When FROST asked to create a brand extension that focused on coffee, I knew that I needed to preserve the integrity of the original brand while extrapolating it into a new business.

be. by FROST is a concept I created around the FROST Bespoke Espresso product, which I designed and launched for the company in 2014. The ask was to create a concept that elevated the coffee experience to one more akin to a wine bar. Custom artisan roasts served in an upscale, luxe setting and paired with the fresh baked treats FROST is known for. By leveraging the existing brand as an introduction to be. I was able to create a new concept that was instantly familiar to customers. The brand connection continues beyond initial visual cues with the familiar products FROST guests know and love.

But why a separate brand? There are a number of reasons but key among them is the ability to open be. stores into denser locations with smaller footprints than required by a FROST store. The FROST brand works best when positioned in suburban areas frequently underserved by fresh, new food concepts. be. presents an opportunity to extend brand reach into new, more unique locations with a more upscale, urban concept that speaks better to the demographic.

Below are parts of an initial concept brief created for be. which has raised significant funding and will be launching in late 2017. These screens are shown with permission.

Amazon - Winery Enhanced Content

Winery details on the product detail pages were severely lacking in flair and substance. This design was created to enhance this experience, and make updating the schemes easy with a "templated" design.

Amazon - Wine Case Creation

Many wineries selling on Amazon offer multi-pack or case discounts. Offering a way for customers to gather bottles and keep track of what's in their case is a new way to shop on the site.

Following are wireframes and mockups of product (detail) page integration and an exploration of ways to display this information to customers.

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Amazon Art - Discovery & Recommendations

As a part of my work in launching Amazon Art, I created a number of concepts designed to make the discovery of art fun and interactive. With so many options available to the customer, my goal was to assist the customers in finding art they love and recommend additional pieces with similar attributes.

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Amazon - Seller Tablet Concept

Creating tools to make creating and tracking sales for external sellers more efficient was the priority of this project. Between managing inventory and tracking payments and shipments, this concept was created to enable sellers to manage their activities via a consolidated tablet interface. These are some demo screens created for a stakeholder presentation.

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Amazon Art - View In a Room Feature

One of the most important facets of choosing an art piece is understanding it's scale and how it looks in the context of a room. The "view in a room" feature dynamically maps an art piece into a room setting which changes based on the overall dimensions of the piece.

To accomplish this we used studio photographers to capture specific room settings and mapped minimum and maximum art dimensions to determine which art would appear in each setting. Complex programming brings the whole feature together so that any art piece can be added to a collection and appear in the appropriate room dynamically.

My role was to assist in the art direction of the room scenes, perform photo editing and stitching to perfect the rooms, calculate the dimensions appropriate for each room, and design the UX for the feature including variations and display on mobile devices.

Below are screenshot examples of this work.

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Amazon Art - Collector's Galleries

With all of the incredible art available in Amazon's catalogue, Collector's Galleries were created to highlight popular tastemaker's favorites help customers to discover their own.

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FROST - Marketing Visual Design

As Creative Director for FROST, a growing, multi-location dessert brand, I was responsible for the creation and direction of numerous marketing initiatives ranging from print, web, and television. Key to all of my FROST work is tight brand integration and visual style consistency for all marketing channels.

Following are some visual design examples of this work.

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Amazon - Wishlist Logo

While at Amazon working with the Wishlist team, I was asked to create a brand extension for the Wishlist and Universal Wishlist features. I created these as well as variations for mobile apps and third party button assets.

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FROST - Brand Identity

As Creative Director for FROST since it's inception, my role has been to create a dynamic and memorable brand that carries through each and every guest touchpoint whether in-store or online. Design work for the brand includes all aspects of branding and identity, packaging design, product and merchandise design, store layout and interior design, and more.

Seattle Metropolitan Magazine raves about the concept:

"The doughnut sensation of the decade just might be this little sleeper from Mill Creek, which expanded to Bellevue, Everett, and soon South Lake Union. Thank heavens for that, as FROST makes some of the very best doughnuts we've ever tried (if Seattle Met's taste test is to be believed that is: FROST swept both our first- and our second-place categories for its Salted Caramel Old Fashioned and Smoky Bacon Maple Bar, respectively.) IN recent years FROST has expanded into macarons and individual cakes (both sporting the same exuberance in flavor as the doughnut brethren) and even lunch soups and sandwiches."

Following are some examples of this work.

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Amazon Wine - Multi-Seller Buybox

Bringing multiple sellers into the wine category presented a number of logistical UX problems, especially with competing offers for the same product(s). My task was to integrate this functionality into the existing wine detail page, while surfacing the best offers for our customers to choose in the most intuitive way.

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Amazon - Amazon Luxe Concept

Designed for a holiday promotion, Amazon Luxe was designed as a storefront for luxury goods. A clean, spare, and upscale design let the high-end products shine.

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FROST - Website

The creation of a simple, easy-to-update website was essential for FROST. Numerous content managers and marketing staff needed an easy way to push new promotions or modify product selections on-the-fly. My solution was a highly modified Squarespace site as opposed to a custom developed solution. This offered rich back-end admin capabilities with minimal development/design time and cost.

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Amazon Collectibles - Trading Cards

My task was to create new and more intuitive ways to display the vast amount of information required on a trading card product page, as well as enhance the storefront and search functionalities of the category. Additionally, the designs were to accommodate multiple offer/seller and trading card grade display at key places in the shopping experience.

For this project I also worked directly with several of Amazon's largest collectibles sellers, interviewing and corresponding with them regularly as the project took shape. I was also responsible for creating usability study curriculum for these features, and administered many of the tests with both internal and external users.

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Amazon Art - Gallery Pages

Individual galleries offering art on Amazon required visually stunning gallery pages to highlight their artist's works. These are a handful of concepts created for this purpose.

The primary goal of this project was to surface each gallery's art, make their selections easy to purchase, and reveal additional information about the gallery.

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Amazon Art - AAF Gallery Booth

I was asked to spec and design an interactive Amazon Art booth for the Affordable Art Fair in New York City and Seattle. Included were designs for the booth itself as well as a "step & repeat" backdrop for photo opportunities.

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Amazon Art - Artist Explorer

The task was to create a more immersive artist information layout for the Amazon Art artist pages. Below is a concept for acclaimed multi-media artists Inez & Vinoodh.

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