Product Strategy & User Experience

Not every product, software, app or site can focus on fun. These projects require other strategies to gain traction or maintain relevance; ideally raising the bar above the competition. This is where I excel.

LearningDesigned.org

online Credential program

• Problem: online course is download only

• Solution: create interactive course

• Success:

  • Accessible design and development

  • Inclusive learning environment

  • Interactive course with multiple input methods

Months after interviewing, CAST reached out with an ambitious project. Knowing the mission, I was happy to help.
While keeping our 9-5s, my apprentice and I jumped in.

• Design an online platform for educators to

  • Learn Universal Design

  • Submit responses in various ways

  • Review feedback and update responses

• Back of house requirements to

  • Review, give feedback and score

  • Approve educator credentials

• Problem: too many reports & yesterday’s data

• Solution: multilevel dashboard system updated hourly with actionable insights and parameters

• Success:

  • Actionable insights

  • Reflected the value of servant leadership

The Home Depot Service Operations and Contact Center needed transparency into the daily operations for At Home Services.

• Complications included:

  • Multiple data sources

  • Day old data

• Directors need to know ‘which part of the business needs attention?’

I joined the American Cancer Society for the exciting challenges ahead:

• Redesign cancer.org

• Redesign event fundraising sites

• Redesign event fundraising app

In 2023, American Cancer Society announced a redesign of their website. I braced for impact and took a look; I was pleasantly surprised to see the minor improvements to the foundation we built in 2016. A sign of our thoughtful work and its ability to evolve over time.

• Problem: lack of flow, flow abandonment

• Solution:

  • Answer the “Why do I care?” question

  • Decrease friction in flows

• Success:

  • Fundraisers understood the purpose and impact

  • Donors found value in supporting

The American Cancer Society event fundraising sites were outdated, and had lost value over time. To understand the task at hand I first did a page and content audit of each site, finding rabbit holes, loops, broken links and content gaps. Next I did a competitive analysis to understand current market standards and areas ripe for improvement that could put American Cancer Society ahead of other major fundraisers.

• Problem: three apps that underdeliver

• Solution:

  • One mobile app for all events

  • Ability to update information and accept donations

• Success:

  • $9.1 million fundraiser dollars

  • 500% better usage than the old apps

  • average time in app > 3 minutes

The American Cancer Society FUNdraising App was created in an effort to reduce redundancy and empower fundraisers. The business goal was to increase donations via more donations per fundraiser and larger donation amounts per donation.

During the 2016 Relay season our best week had 6000-7000 unique sessions per day, a slow week had 2000-3000 unique sessions per day, this is 500% better usage than the old apps. Average time spent in the app was a little over 3 minutes. We even surpassed our end of year goal with 9.1 million fundraiser dollars!