05Oct 2017 by Gabe Hendry No Comments
Site Redesign Strategic Plan

Site Redesign Strategic Plan

Case Study, Information Architecture, Leadership & Process, Strategy, Wireframing
  I was the lead UX Architect on a large-scale site re-imagining for the client.  Along with a creative director and a team of designers, I analyzed the brand direction and voice from the client's marketing agency and interviewed the business stakeholders about the direction they were taking the brand.  I then created a strategy and site architecture to present back to the business leaders.  Designs were created from the wireframes to illustrate how the new site would potentially look. I presented the proposal all the way up to client executives.  This work represents the foundation that was agreed upon, designed, and developed as proposed.
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05Oct 2017 by Gabe Hendry No Comments
Brand, Product & Web Strategy

Brand, Product & Web Strategy

Case Study, Design, Leadership & Process, Strategy
  This represents a large, multi-quarter initiative to create a new loyalty product.  I led the creation of the brand identity and was very involved with the overall product strategy.  On top of creative direction, product architecture and design, and customer experience, I was in charge of all of the executive communication plan. Building on previous brand architecture and customer learnings, a strategy to further engage product owners post-purchase became a pillar of the clients long-term growth, percent of wallet, and customer retention strategy. While this has product has since evolved, this framework was incredibly helpful on future work as well as effective in sharing the vision and gaining executive sponsorship.
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