Definitive Guide to Subscription Commerce Web Experience

Led design and execution for an animated web experience that was initially going to an outside firm due to resource constraints.

The Definitive Guide to Subscription Commerce web experience is a multi-page educational hub where visitors can access a rich set of content and resources around subscription commerce. It was nominated by Awwwards for its design, usability and creativity.

Explored and solidified user journeys and user flows based on overall goals and business objectives, while mentoring the junior designer. Drove decisions and deliverables across the stakeholders to ensure delivery of a unique web experience within an aggressive timeframe. Determined goals and expectations, breaking down responsibilities and creating and managing tickets in Jira for the entire project. Provided status updates and check-ins on a regular cadence, while interpreting and clarifying ongoing stakeholder requirements.

Collaborated with an outside agency to ensure the integrity of the vision was brought to life in the best possible way. Created and documented style guide/toolkit, drove creative direction on the animations and helped finalize design decisions with ongoing insights and suggestions around improvements, best practices and alignment with the brand.

Met goal of increasing overall engagement on the AppDirect website with average time on page currently at 4:10min (average is just below 2min) and lower bounce rate sitting at 21% (average is at 27%). AppDirect saw about 30% of its traffic come from awwwards.com, which surpasses top traffic sources of organic and direct.