Partnered with UX, technology and senior management to create a strategy for the responsive redesign of RueLaLa.com. Executed a roadmap for A/B testing variations of the designs verse the original site to measure their success, optimize, then rollout the most successful layout. Collaborated with a team of designers to incorporate cleaner web fonts, replace beveled buttons with a modern, flat style and update the overall digital style.
Partnered with UX, Marketing, Mobile and Technology teams to conceptualize and design a responsive landing page for Rue’s mobile apps. Brainstormed effective ways to communicate the actual benefits of using the iPhone, iPad and Android apps. The page allows users to send a text message to themselves for a direct link to download the app, as well as detecting the what device they are accessing the page from.
Brought video production in-house by storyboarding, editing, producing and conceptualizing video content. Worked closely with Art Directors, Videographers, Editors and Talent to create fresh, fun and informational videos for Rue La La. Initiated the launch of RueLaLa’s YouTube Brand Channel.