Video
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UX Design / Design / Art Direction

Amazon Outbound | Email

The client:
Amazon Outbound

Roles & responsibilities:
Sr UX Designer
UX design
I contributed guidance, recommendations, and rationales to the design team as well as the Amazon clients.

The situation:
The Amazon Outbound team wanted their email outreach design to be streamlined through a multi-content template that would make it easier for their 1,800 siloed business teams to send emails from a single design voice. They had already designed some of the template, and wanted UX and design guidance and recommendations.

Pain points:
Lack of central marketing strategy has led to customer experience challenges that have caused customers to disengage. Inconsistent content and designs coming from Amazon depending on which business teams sent it.

Work:
Based on their new design, we provided options that aligned with and pushed past their expectations. We showed how the template works for different use-cases (active and inactive users) utilizing our UX strategies and new component designs.

Impact:
The clients were happy and very appreciative of our work and our thinking. They said they value our agency a lot and that they are applying what they learned from our presentations and points of view.

Kinecta | Landing Pages + Website

The client:
Kinecta Credit Union

Roles & responsibilities:
Sr UX Designer
UX design, web design, art direction, web building.
I designed all the landing pages based on the existing brand but with many UX and design enhancements.

The situation:
Kinecta’s digital engagement is fairly low compared to its competitors.

Pain points:
Antiquated designs and lack of UX strategies

Work:
We create processes that involve UX strategies, implement UX considerations, and layout testing, through the creation of landing pages. We use the learnings from the landing pages to optimize the main website.

Impact:
Kinecta saw a massive increase in engagement and conversions, and have expressed gratitude for the work we’ve done multiple times during project meetings.

Kinecta | Form Field COmponent

The client:
Kinecta Credit Union

Roles & responsibilities:
Sr UX Designer
UX design, web design, art direction.
I created the new field from scratch in Figma based on the clients’ needs. Before implementation, I delivered all active/inactive and error states. After build, I worked with the developer to ensure quality of execution.

The situation:
Kinecta felt their questionnaire form design (for the mortgage application) was confusing and potentially deterred from higher completion rates.

Pain points:
The spacing in between fields were ambiguously close to each other and it was less obvious which label referred to which field. The high contrast in the component unnecessarily drew too much attention in relation to the other components.

Work:
Using current best practices, I designed the new component to have clearer hierarchy, centered the questionnaire to be focused more on the users’ needs, front-loaded the less commitment-expensive items and saved the most commitment-expensive ones for last, utilized the law of common region and created groupings that made sense, and built the component to have more flexible options for the designer/content author.

Impact:
The form was received well with compliments for the design from both the internal team and the clients.

Nissan | Digital Brochure + Website

The client:
Nissan USA

Roles & responsibilities:
Sr UX Designer

UX design, library system design
I built and designed the initial structure and naming convention for the design systems for Nissan. Afterwards, I trained and guided the ACDs on how to use, build, edit, and improve the systems.

The situation:
The Designory creatives had to transition from using Adobe Xd to Figma when creating layouts for Nissan’s website and digital brochures.

Pain points:
There was a learning curve that came with the transition, but an opportunity to design more efficiently. Also, as we were all working as we were learning, there were many different ways that components were built based on which designer created it first.

Work:
I rallied the Group Creative Director and ACDs to tap into the potential of Figma more with a design system. After creating the entire design system library and template for the website, I did the same with for the digital brochure with some help. We have made improvements to the components every year to optimize the design process more and more.

Impact:
The designers reduced their design time by 75% and were able to focus on the content more. Many of them have shared tremendous praise for the system, saying it has saved them a lot of time from having to work on the tedious aspects of the process.

Website DesignS

Roles & responsibilities:
Art Director

Web design, online advertising, promotional units, web banners, and social media posts are among my digital capabilities. Some of the digital properties I've worked on include Nissan (new global template on AEM, North America’s site, and the NISMO brand), Honda (national, regional, certified used, corporate), Acura, Farmers Insurance, Mandalay Bay, La-Z-Boy, AMPM, ARCO, and Intuit.

Impact:
Many of my decisions reached millions of views globally, working on both national and sites like nissanusa.com and automobiles.honda.com plus many others.

On You | Website Creation

Roles & responsibilities:
Freelance agency

I pushed the creativity to represent On You Clothing’s mood, while keeping their contemporary clothing wholesale business needs a priority. From start to finish, I looked into the brand to discover the voice of the business. From there, I strategized the content to deliver impactful stories, guiding users through an intended flow.

Here’s a look at the planning and design:

Nissan | Print Brochures

Roles & responsibilities:
Art Director

The first example is a GT-R brochure (16 pages) update, including a newly designed Nismo spread. The second example is the NissanConnect brochure, created from conception to execution all the way through.

Birds | Mood Board Designs

Roles & responsibilities:
Freelance agency

Branding explorations for an outdoor-centric vehicle accessory company helping those on the road feel at home. These beefed up moodboards are in the vein of “stylescapes” and capture the essence and feel of a brand before any executions. This preliminary work helps manage client expectations upfront, so everyone is on the same page early in the process.

Asset Creation

Honda | Photography Assets

Roles & responsibilities:
Art Director

Came up with concepts and determined the lighting style, angle, lensing, etc. of multiple editorial shoots.
Assets were mainly used for online galleries, but also repurposed throughout the digital landscape.

Click to scroll through.

Nissan Versa 2023 | CG Asset

Roles & responsibilities:
Art Director

Created multiple concepts for the client and then prepared the “Pro Plan” document that outlined the details of the elements for the CG artist. Final image was used as the brochure cover and also on the website.

Video Art Direction

Nissan + Yakima | demo Videos

Roles & responsibilities:
Art Director

After conceiving the idea, I guided it from moodboards to storyboards, casting, production, and finally post production. These series of videos highlight a few of the Yakima accessories that are vetted and sold through Nissan. After the main overview video, the 5 smaller vignettes focus on key moments of the accessories being built—with hints of the adventure-to-come.

Honda Crosstour | demo Video

Roles & responsibilities:
Art Director

Art director for Honda videos such as the one of the Crosstour below. The concept is of a multi-faceted extraordinary man who uses the crossover vehicle for work and play. This video lived on the Crosstour’s Website (when it was around).

Nissan Technology | Demo Videos

Roles & responsibilities:
Art Director

A series of videos I guided from moodboards to storyboards, casting, production, and finally post production. Below is one example of six vignettes created to give Nissan customers tips about their vehicles they may not have known.

Nissan GT-R Nismo | 360° Experience Video

Roles & responsibilities:
Art Director

A cool experiential video that was shot in 360° so the viewer can get a feel of what it’s like to ride inside the GT-R Nismo with the legendary Hiroyoshi Kato. Video by Paula Neff, graphics by me. I wanted to reward viewers who look around with interesting tidbits in areas other than the front.

Personal Photography

Roles & responsibilities:
Photographer

My photos have been featured on Gizmodo, through the outdoor subsite called IndefinitelyWild (check out this crazy article), and the Daily Mail.
They've also been featured on notable Instagram accounts like Uniqlo USA, Huckberry, AFAR Media, Icelandair, Our Lonely Planet, and Boreas Gear.

Daniel Bruce Lee Photography

Other Work

Some design, illustrations, and paintings I’d like to share.