IMPRESSIONS
CTR
RESULTS
Creative Direction, UX Design, AI & Editorial
They say change is constant.
That’s never been more true than today, when companies need to continually evolve to keep pace. Innovative and engaging creative can help businesses through uncertain times. I’ve seen it and been a part of making it happen. When we wanted to grow our subscriptions at TPH, an innovative circular sign-up helped us reach an important goal. Creative work should surprise, enlighten, engage and be authentic in ways that connect with people.
Project: Increase percentage of organic subscribers to TPH.
Challenge: Unsubscribing was outpacing new subscribers.
Solution: Redesigned email sign-up widgets and introduced a circular fly-in to inject energy and align with branding.
My Role: Advocated using more circular shapes to reflect the penny’s roundness, creating a stronger brand connection. Designed new sign-up widgets.
New email sign-ups through the circular widget increased 245% over the previous design. We grew the subscriber base to 1.4M, from 1M.
Creative Direction, UX Design, AI
They say change is constant.
That’s never been more true than today, when companies need to continually evolve to keep pace. Innovative and engaging creative can help businesses through uncertain times. I’ve seen it and been a part of making it happen. When we wanted to grow our subscriptions at TPH, an innovative circular sign-up helped us reach an important goal. Creative work should surprise, enlighten, engage and be authentic in ways that connect with people.
UX DESIGN | NEW EDITORIAL VERTICALS
Designing landing pages for two new editorial sections helped grow readership of Dear Penny financial columns and new content focused on financial considerations for military members.
Frontline Finances & Dear Penny
Project | Goals: Design a new vertical focused on the unique personal finance challenges for members of the military to make those articles easier to find and read.
My Role: Figma Design, Graphics Editing, WordPress, setup and testing. Name ideation- Frontline Finances
Dear Penny column readership gained just over 20%, a result of readers binge reading multiple columns on each visit.
Military finance readership increased 15%, the result of grouping the content together and making it easier to find.
UX DESIGN
CIRCULAR CTA
An innovative, circular, fly-in increased the percentage of organic subscribers.
My Role
UX design (Figma), Digioh design, circular ideation, testing and tracking.
CREATIVE + UX DESIGN
FRONTLINE FINANCES
My Role: UX design (Figma), section name,
Illustration Editing
Circular CTA
UX DESIGN
Project | Goals: Redesign all CTA’s across the TPH site to increase percentage of organic subscribers and grow overall subscriptions to 1M.
My Role: Circular ideation, Figma Design, Digioh platform design, setup and testing.
Paid Media
CREATIVE DIRECTION | SOCIAL DESIGN
Project | Goals: The TPH CEO asked for my help in increasing click-through and conversions for our largest paid media campaigns. Through the use of authentic images and illustration, we were successful and increased revenue.
My Role: Design, image editing, illustration editing, tracking, testing.
Frontline Finances
CREATIVE DIRECTION | UX DESIGN
Project | Goals: Design a new vertical focused on the unique personal finance challenges for members of the military to make those articles easier to find and read.
My Role: Figma Design, Graphics Editing, WordPress, setup and testing. Name ideation- Frontline Finances
Increase in military financial content.
Clearlink Corporate Site
UX DESIGN
Project | Goals: When Clearlink changed ownership, it was important to reflect new messaging and vision. I was asked to turn a redesign at a rapid pace, over a single weekend.
My Role: I created initial wireframes and after the overall approach was approved, I created Figma designs. I later worked closely with the development team on implementation.
Project: Increase percentage of organic subscribers to TPH.
Challenge: Unsubscribing was outpacing new subscribers.
Solution: Redesigned email sign-up widgets and introduced a circular fly-in to inject energy and align with branding.
My Role: Advocated using more circular shapes to reflect the penny’s roundness, creating a stronger brand connection. Designed new sign-up widgets.
New email sign-ups through the circular widget increased 245% over the previous design. We grew the subscriber base to 1.4M, from 1M.
Project: Design new landing pages for two new sections, Dear Penny and military finances.
Challenge: Content in two of our verticals was hard to find and we wanted the journey to be more intuitive for any readers wanting to binge read Dear Penny columns.
My role: UX Design, art direction, creative direction. Development of section name, Frontline Finances.
We saw an immediate increase in Dear Penny columns and our military finance vertical showed good growth numbers.
IMPRESSIONS
RESULTS
Project: Increase percentage of organic subscribers to TPH.
Challenge: Unsubscribing was outpacing new subscribers.
Solution: Redesigned email sign-up widgets and introduced a circular fly-in to inject energy and align with branding.
My Role: Advocated using more circular shapes to reflect the penny’s roundness, creating a stronger brand connection. Designed new sign-up widgets.
New email sign-ups through the circular widget increased 245% over the previous design. We grew the subscriber base to 1.4M, from 1M. We saw increases in engagement and click-through from the daily newsletter.
AUDIENCE GROWTH CASE STUDY
Project: Increase percentage of organic subscribers to TPH.
Challenge: Unsubscribing was outpacing new subscribers.
Solution: Redesigned email sign-up widgets and introduced a circular fly-in to inject energy and align with branding.
My Role: Advocated using more circular shapes to reflect the penny’s roundness, creating a stronger brand connection. Designed new sign-up widgets.
New email sign-ups through the circular widget increased 245% over the previous design. We grew the subscriber base to 1.4M, from 1M. We saw increases in engagement and click-through from the daily newsletter.
