Pottery Barn B2B
A ground-up redesign of the Trade & Contract landing page — from information architecture through
final visual execution — for one of Williams Sonoma’s flagship brands. Giving Pottery Barn’s B2B program
a front door worthy of the brand
Role: Lead Designer
Research through visual execution
Team: Solo designer
Partnering with Head
of UX Research & B2B stakeholders
Scope: B2B landing page
Desktop & mobile, responsive
Apple.com Buyflow Redesign
Launch: Live
Across six Williams Sonoma brands
Design Challenge
There were several points that the team at Apple wanted to address in the redesign of the Apple.com
retail experience. The previous check-out experience was inconsistent across products, and felt outdated.
The team wanted a more intuitive and easy to use experience – allowing users to feel a more clear sense of
progression as they made decisions and to better communicate the options available to them every step
of the way, while retaining Apple's modern presence and giving their products more prominence.
Process
The team at Critical Mass began the process gathering inspiration and doing "blue sky" design explorations.
Working side by side with art directors at Apple these explorations were refined and like-minded designs were
grouped together into "buckets" - through continued iteration those buckets turned into three distant
directions to design against. Working with wireframes created by the UX team, the visual team continued to
iterate on content, typography, composition, and color while concepting interface interactions in Principle
prototypes across desktop, mobile and the Apple Store App.
Design Iterations - Mobile
Through continued review the design was narrowed to a single direction. That design was refined even
further in response to findings from user interactions post launch.
As part of the Critical Mass team my responsibilities were design exploration, iteration, prototyping and
execution of final desktop and mobile designs.
Design Iterations - Desktop
Takeaways
The deep collaborative nature of this project and working in such a large team was a new and rewarding experience. One that allowed feeding off of each others work in a way that often left me inspired and that made everyone's work better. I was also challenged to find ways to innovate within the constraints of an already well defined aesthetic. The extensive review process also allowed me to consider many details and use cases that I may have otherwise missed.
Final Design Web
Final Design - Mobile App
Accessories Holiday 2017
As part of the Accessories team I worked to concept and execute visual designs to promote Apple products for the Apple’s Back to school campaign and Holiday 2017 season. Responsibilities included concepting and design iterations for several touchpoints, including web banners, DMs, landing pages and gift guides for desktop, mobile, as well as for the Apple Store app.
Concepting In-page Banners
Holiday 2017 Gift Guide
Direct messages - Back to School & Holiday 2017
