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      <image:title>Work</image:title>
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      <image:title>Work</image:title>
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      <image:title>Work</image:title>
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      <image:title>Work</image:title>
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      <image:title>Work - Finding a place to start…</image:title>
      <image:caption>Design Systems can be overwhelming. With so much to combine, convert, and pull together– it’s important to focus, but also paint the vision for the entire system we’d need to build over time. By starting with global styles (guidelines of how to build) and web components (a smaller subset that allowed departments to migrate faster), the team was able to jump in knowing they’d bring tons of value to support the “one platform” company vision.</image:caption>
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      <image:title>Work - Components across the web</image:title>
      <image:caption>With many of our digital products being on the web, we wanted to find what our web apps shared with our website, and what was unique about the user experiences.</image:caption>
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      <image:title>Work - Decouple in-house silos</image:title>
      <image:caption>Currently we had two different teams (web marketing and web product) building a lot of the same components (just slightly different). Many of our products were web-based, so the user remains on the web through conversion. Intent and actions change, but overall brand styles and UI choices should stay as consistent as possible. We were able to combine engineering efforts and reassign half the engineers to more complex product problems in the org.</image:caption>
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      <image:title>Work - Keeping it lean</image:title>
      <image:caption>We had a small team in order to keep global (shared) costs down, but also needed to ensure we could deliver value to a 1,000+ person org. I came up with a partner &amp; contribution model that utilized senior-level designers and engineers as stakeholders of their area. We held bi-weekly roundtable meetings to get feedback, review work, and prioritize next discovery items. It tripled our team by only using a % of other teams’ resources, and kept us shipping relevant, upgraded components each few weeks.</image:caption>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
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      <image:title>Work</image:title>
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      <image:title>Work</image:title>
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      <image:title>Work</image:title>
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      <image:title>Work</image:title>
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      <image:title>Work</image:title>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/62920eee-3459-4e84-b468-64e3541dc1b4/layout-components.jpg</image:loc>
      <image:title>Work - Build the containers first…</image:title>
      <image:caption>The foundational components were layout based. In order to feel consistent across multiple sites and web products, we needed everyone to rebuild using the same grid– spacing, padding and column options. To make sure these foundation components worked for everyone, sessions happened weekly to bi-weekly to ask teams to try out styles and spacing until we were able to agree on what our global layouts should be. These were the building blocks to get 15 different websites and web products moved onto one domain– and feel like they belonged together.</image:caption>
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      <image:title>Work - Everything you need to design</image:title>
      <image:caption>The second set of components really dug in to all the repeatable pieces and patterns that all the web properties had in common. From the audits we knew the top needs of each team and chipped away at taking the best local component, refining it based on collected use cases, and creating a roster of accessible, flexible, and responsive global components. These 20+ components made it possible to migrate over 15 different web domains (each with their own branding and style) onto one new platform– and create a neighborhood of properties that all felt like they went together.</image:caption>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/c6cfd05e-69df-4abc-855a-0588adde127d/component-example3.png</image:loc>
      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/0179374b-387d-4b57-af2c-b02a3a40bb9b/component-example2.png</image:loc>
      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/7135053c-4b2f-476a-b9dc-16aa1b5921dd/component-example1.png</image:loc>
      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/6ee55ab0-a718-44b2-bf8f-be8b899be610/component-blank-page-expensive.png</image:loc>
      <image:title>Work - Next: Communicate the ‘why’</image:title>
      <image:caption>I started a training curriculum to help people understand how flexible the new global components were, how to use them, and how to re-think their design process to start with what’s possible vs. starting brand new (or with a blank page).</image:caption>
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      <image:title>Work - Start designing component-first</image:title>
      <image:caption>The reason to start with global components was to save the company engineering dollars and begin building web experiences that were consistent.</image:caption>
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      <image:title>Work - Don’t fake it. Build it.</image:title>
      <image:caption>The bottom line to designers was to start with what’s possible and build it live instead of taking so much time to create pixel-perfect mock ups that then get translated into what the components can do. Every designer, engineer and marketer with web-building access had to attend our CMS 101 training class to keep their credentials.</image:caption>
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      <image:title>Work - Start with customer needs</image:title>
      <image:caption>We found fans and prospects that came from many different walks of life and interviewed them 1:1 while the product team listened and captured feedback. These first 25 interviews became the start of how we grouped customers into personas. By clearly defining these, we were able to begin thinking about what type of custom plans we’d need to create and what mattered most to them.</image:caption>
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      <image:title>Work - Make it as human as possible</image:title>
      <image:caption>Through user testing prototypes, one version with over-sized form fields kept winning. Customers loved the approachable feel and we could spread out asking for information in bite-sized pieces.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/1649008830923-WWZI5OWC0K8SQZJ7M2I2/3-GSA.png</image:loc>
      <image:title>Work - Change language based on feeling</image:title>
      <image:caption>We found through interviews that how you “feel” about your money situation is a huge factor. By adding a simple emoji question, we were able to create different ways to speak to the user (or what social proof we showed next) based on what they selected here. Uncertain? Here are people that succeeded. Frustrated? Headline copy could move up the dial on the motivation and empathy.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/1649008833644-O823JEH15NGHVZKOD6Z4/7-GSA.png</image:loc>
      <image:title>Work - Adding motivation to the flow</image:title>
      <image:caption>Based on goals, feelings and numbers entered into the assessment, we were able to load in relevant interstitials that kept it feeling human and showed them other people that were trying to do exactly the same thing.</image:caption>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/1649011671456-EZ1CWEJ1GBK2WRJ2O4H4/Polls-Feedback.png</image:loc>
      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/1649008840717-FR98XN6O9EKNNAEEPUEX/11-GSA-Results.png</image:loc>
      <image:title>Work - Results that don’t disappoint</image:title>
      <image:caption>Once you finished the assessment you are sent directly to your custom results page. The page showed them where they were on the baby steps plan (the company’s flagship advice for getting out of debt and building wealth), but acclimated them to it by providing “Your Areas of Focus” that spoke directly to each piece of information the user submitted. By using a mixture of advice, content and calls to action the user could see exactly what to start on next and how to engage with the various tools offered by the company. The bottom part of the page was a dynamic ad that changed based on where the user landed on the plan. If they had debt, it shows how to sign up for a financial university set of courses– if they were trying to build wealth or invest, it sent them to find a pro in that area. The way everything ran off of data and logic made it the perfect global CTA to sit at the top right of most website pages as no matter who the prospect was, they could fill out the assessment and within minutes be served up a relevant CTA and added to an email series that nurtured them further with content and social proof to take the next step.</image:caption>
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      <image:title>Work - All of our products won</image:title>
      <image:caption>We had so much data to use it how we served up recommendations, content and our digital product offerings. It was so cool to create a product that helped sell all of our products to new prospects. Whether a budgeting app or lessons on how to get out of debt– every business unit supported the assessment and “Get Started” CTA because it brought them more relevant prospects than ever before.</image:caption>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/1649008849371-5YFJP7XR3L0GRR391KC3/14-GSA-Mobile-Audit.png</image:loc>
      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/1649011660224-8ATBG8TGMCUAVIR8J71Z/Data-Collected.png</image:loc>
      <image:title>Work - Data collected per submission</image:title>
      <image:caption>This was the first global tool for the company and we wanted to make sure we were storing and using all the data we collected. For every piece there was a place in the results that clearly utilized the data given. People told us over and over, I’ll give you information but I want to know how it is used– and we listened.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/1649011669499-LGFKY1P71DLERIGK0W8E/Perfromance.png</image:loc>
      <image:title>Work - Overall performance post-launch</image:title>
      <image:caption>Once through Beta, we were able to keep the completion rate at 75% which is really high for an assessment with many questions. Another win was how many people opted-in to the company newsletter (over 20,000 per month!). This was a big milestone as that meant we’d continue being able to custom-fit messaging and offers based on where they were in their plan.</image:caption>
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      <image:title>Work</image:title>
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      <image:title>Work</image:title>
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      <image:title>Work</image:title>
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      <image:title>Work</image:title>
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      <image:title>Work</image:title>
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      <image:title>Work</image:title>
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      <image:title>Work</image:title>
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      <image:title>Work</image:title>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/47370acd-5ca5-42b3-aef0-e1e947aac0c0/pd-assessment2.jpg</image:loc>
      <image:title>Work</image:title>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/cc3af39e-771b-485c-ab15-a75469e8e78e/Screenshot+2023-08-07+at+11.20.33+AM.png</image:loc>
      <image:title>Work - Tons of information to cross-reference made it difficult to review</image:title>
      <image:caption>When you spend a ton of time on</image:caption>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/c1f34a1d-1cff-4a6c-8356-569ad2f1215d/Screenshot+2023-08-07+at+11.08.30+AM.png</image:loc>
      <image:title>Work - Step 2: Establish a cadence to check-in around progress</image:title>
      <image:caption>Not only did the current method only ask a few questions twice a year, the answers were stored in a third-party app and did not offer an easy way to collaborate with their manager regularly throughout the year. By creating intentional check-in time to discuss career growth, designers could have accountability for owning their growth paths.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/9663f67d-32da-4d3b-a05d-8246084f760e/Screenshot+2023-08-07+at+11.06.00+AM.png</image:loc>
      <image:title>Work - Step 3: Make it easy to document and group opportunities</image:title>
      <image:caption>One of the biggest problems was not having a centralized place a team member could document feedback from peers and managers. By adding this area into the document, it became easy to write down feedback and group it so it can be turned into a SMART goal.</image:caption>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/e8162f4d-fe42-43f2-bdc1-bda59bf30583/Screenshot+2023-08-07+at+11.09.18+AM.png</image:loc>
      <image:title>Work - Bonus: The manager version was key to creating conversation</image:title>
      <image:caption>In addition, the manager would evaluate the designer on a separate grid. The differences in how the designer ranked themselves vs how their manager ranked them were great starting places for conversation and moving forward in alignment.</image:caption>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/e897b534-c445-4836-8906-39a879a8341a/Screenshot+2023-09-14+at+12.09.31+PM.png</image:loc>
      <image:title>Work</image:title>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/90f7bc1e-0640-4930-bd31-35aef1e19a0c/Component-Training.005.jpeg</image:loc>
      <image:title>Work - Each brand was using their own digital building blocks</image:title>
      <image:caption>15 different and unique brands using their own digital building blocks was the biggest problem to solve for when attempting to combine all the UX of all these websites into one destination. I used various toy building blocks as a common, but impactful way to tell the story of how the teams were currently working with engineering resources.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/71dc6c47-af03-4b65-8157-2f9bb742d7c6/Component-Training.006.jpeg</image:loc>
      <image:title>Work - Align on basic design choices</image:title>
      <image:caption>As one global brand, we’d need every business under our umbrella to adopt the same foundational design choices in order to control the end result of a cohesive brand that lived together with its sub brands online.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/867b0a3c-0114-416c-8995-80954f1f83b9/Component-Training.007.jpeg</image:loc>
      <image:title>Work - Agree on foundational components</image:title>
      <image:caption>Once we settled on our design basics (in this case, regular Legos™) we are able to easily communicate to over 1,000 team members the value and benefit of creating reusable components across multiple brands.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/30a73b8a-69ad-406b-aed6-366c4df80504/Component-Training.009.jpeg</image:loc>
      <image:title>Work - Allow brands to have autonomy, but belong to a neighborhood</image:title>
      <image:caption>Not only could we stand up a website (Lego house) quickly and without engineering support. We could have enough flexibility in the component options to maintain consistency but still allow the brands to feel like their own without sacrificing UI consistency.</image:caption>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
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      <image:title>Work - Apple is no stranger to eclectic brands living in harmony</image:title>
      <image:caption>I loved using the line, “Apple isn’t going to change the buttons to pink just because Lady Gaga is into crab hands”, whenever a team would demand their brand needed button color options (they were limited to 3 in the new global component).</image:caption>
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      <image:title>Work</image:title>
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      <image:title>Work</image:title>
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      <image:title>Work</image:title>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/50ac862d-147a-4b69-863b-0481c0217ee0/DID-flag-clothes-rack-tshirt.jpg</image:loc>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/0035e3b7-dc08-4abd-aa1d-853f07973255/DITNC-black-hoodie.jpg</image:loc>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/538e342be4b038079b6ce58c/08316983-8a5d-4b17-8007-0e8453e5fed8/QA-Back-to-the-Future-web.jpg</image:loc>
      <image:title>Work</image:title>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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  <url>
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    <lastmod>2026-02-18</lastmod>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Design Samples - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Design Samples - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Design Samples - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Design Samples - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Design Samples - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Design Samples - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Design Samples - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Design Samples - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Nacho - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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