Frida Bistro is an authentic Mexican food restaurant in downtown Salt Lake City, Utah. Rico Foods produces authentic Mexican food that is sold and distributed in grocery stores across the western United States. Rico Foods also owns a catering service for local events. The following is a collection of design work featuring the design and development of their websites, marketing material designs, and vehicle wraps.

Role: UI design and front-end development, Graphic Design, Digital Marketing Strategy.

Audience: General Public, Operations Managers

Goals and Outcome: Create an overall experience that would increase awareness and establish the brand of the two entities.

Create a responsive web experience that would allow users to easily locate information about the restaurant as well as providing them with an easy way to make reservations from their phone.

Create mailers, digital banners, menus, POS displays, sales brochures, food labels, logos, and vehicle wraps to help bolster the marketing strategy of the company.

The RMS (Rights Management System) app is used by photographers for The Church of Jesus Christ of Latter Day Saints as a way to capture, manage and organize rights and permissions from subjects within the photography of the church.

Role: UX Lead

Audience: Photographers

Problem: The old RMS system was outdated, buggy and broken, and was hard for the users to navigate and capture required information.

Goal: Design an experience that speeds up the process of capturing rights information in order to reduce administration tasks for the photographers.

Outcome: Working with development partners and product management, we gathered user stories from interviews and documented the jobs to be done. Following this information, i proceeded to design all possible states, interactions and scenarios to be able to create a clean and concise experience for the photographers. I was tasked with finding the best ways to create entry forms, editing features, and uploading information to a large database. Interaction design was a crucial part of this process. The final product is one that will save time and keep crucial information securely captured in one place for the photographers.

According to survey feedback from the users, the app has received a 100% satisfactory rating and has increased their productivity while relieving stress.

Trout trader is a site that sales discounted fishing gear at clearance prices. The experience features a “Hatch of the Day”, bargain discounts on fishing gear, and a way for users to buy and sell their used gear.

Role: Branding, UI/UX, Interaction Design, Front-end Development

Problem: The client, an avid fisherman, discovered that there was a market to buy discounted and used fishing gear and sell it to the outdoors community. Market/comparative analysis proved that no such site existed. Having accrued a large inventory of discounted gear, the client desired to build an experience that could fill this gap both in desktop and mobile environments.

Goal: The goal of this project was to provide a simple, clean, easy to navigate site that could easily be updated by the client with daily deals, information, and blog entries for the business. The experience would also provide an intuitive checkout process.

Outcome: With the assistance of the client and our design team, we were able to help him design, build, and brand his site, design his logo, and help provide him with a social marketing presence.

Following the client’s requirements, i began to sketch and wireframe concepts that would present the days’ daily deal up front, as that was the primary goal of the site.

I wanted to create a UI that felt rustic and outdoorsy which would then be reflected in the company branding. I also wanted to enhance the site with clean, modern imagery of the products being sold.

I also designed the complete check-out process including the product pages, account, cart, and confirmation pages. The design easily translated into an intuitive mobile experience.

After designs were approved, I was able to create a custom Wordpress theme using HTML, CSS, PHP, and WooCommerce plugins. We were able to set up Google Analytics and set up a PPC campaign to help the business grow.

The Mormon Channel TV (OTT) App is a media viewing experience where people can consume inspirational content that they can enjoy individually or with family. The app is used across four OTT platforms (TvOS, Android Tv, Amazon Fire Tv, Roku).

Audience: Individuals and families, ages 5+

Role: UX Lead, Creative Strategy, Product Team Member

Problem: The previous version of the application was unintuitive and confusing to navigate (contributing to bounce rates and low downloads), inundated with unused content, technically unstable, and off brand.

Goal: Create a simplified, clean experience which is tailored to viewing on a large screen ratio. The experience will be intuitive and will encourage long term consumption across the four platforms and will be a 1-to-1 experience with the mobile application.

Process and Outcome: Working with a product team of mobile developers, we began researching to learn more about our audience as well technical guidelines for designing and developing for OTT (over-the-top) box experiences. We were able to learn more about user behavior when navigating with a remote control as well as other items we need to take account of such as font size and weight guidelines, experience usability from sitting a distance away from the screen, as well as how to best serve our content to those with disabilities.

We learned from surveys and previous research that our audience consisted of members and non-members of the church alike, all of which are coming to the app to consume inspirational content that will help them to find purpose and hope in their lives.

Working with an information architect and product management, we came up with a more simplified navigation structure and created a high-level site map from card sorting exercises.

Using our organization’s design system, we worked with other designers to discover gaps in the system, and fill those gaps by adding iconography, typography standards, and grids specifically for OTT experiences within our org.

With the team, we began wireframing and iterating our interaction patterns and possible layouts which we validated through various gorilla testing. Once we were comfortable with the vision we were hoping for, we began to skin the UI across the screens types.

Our page types and architecture would include screens for a splash screen, home, watch, listen, radio, kids, search, settings, and profile.

We tried to templatize several screens that would have common functionality so that we could provide our users with a seamless and consistent experience no matter where they were in the experience.

Working with the developers, we came across various challenges from trying to create a 1:1 experience across all the different platforms. Luckily we were able to create a consistent IA and interaction which helped to dispel and usability confusion.

We worked in an agile method, providing deliverables across 2 week sprints until we were able to launch each platform. The app is able to provide video, audio, 24hr. streamed audio, and live broadcasted audio to users numbering 11 million + around the world.

The gospel library web app is an application used for the study of church doctrines and teaching from its leaders.

Role: Product team member. UX Design, UI and Interaction Design, Research.

Audience: Members and non-members of the church throughout the world, ages 8 and up, with specific focus on people between the ages of 18-34.

Problem: Materials and resources across the church’s website are located in disparate parts of the site and all look and function differently. Also, there is no way for the user to take notes and annotate while studying the site’s content.

Goal: Create a centralized location for all study materials of the organization. Give users the ability to annotate, mark, tag, and share the content. Create an experience that provides an intuitive, accessible, and internationally friendly avenue for study that reflects the gospel library mobile application.

Process: As a product team, we began by evaluating what was out there across the site, gathering requirements from the various product owners and departments, and studying user feedback we had collected and performed true intent studies in order to understand our users better as well as the problems to be solved.

Working with our development partners and product management, we prioritized business and functional requirements and created the project scope and deadlines. Using our agile processes, we divided the work into design, development, and testing sprints.

After understand and defining the problem, we began to whiteboard and sketch out IA solutions including holding affinity sessions with stakeholders, creating site maps, and performing gorilla testing on initial IA structures.

Once we had solidified the IA, we began to design interface concepts and interactions and performed usability testing to confirm our assumptions. Our goal was to create an MVP that we could test and iterate long term as we gathered more feedback and testing results.

We wanted to present a collection based interface that would provide users with a table of contents-like navigation. Our interface would be able to accommodate the use of annotations as well as a way to use content related to the chapter the user would be in.

Once our MVP was created, we’ve been able to set up an A/B testing schedule to help us refine and iterate for a better experience. Early results suggest that this new experience is helping achieve our users’ goals, providing a robust study experience while increasing engagement.

Mt. Nebo Law is a private practice law firm based out of Utah, consisting of a team of attorneys and legal professionals specializing in criminal defense and litigation services.

Role: UI and Interaction Design, Front-end Development

Problem: The company’s old site was out dated, full of bugs, and was not useful in bringing in marketing leads. The site was also not mobile friendly (responsive).

Outcome: This design involved gathering requirements from the client and interpreting those into an experience that would help generate leads and better present information about the services offered.

The site was branded with vibrant color and imagery that reflect upon the brand. Working with our ppc marketing team, i was able to create a design that highlighted lead generation functionality to which we connected to Marketo.

I was then able to code the site and create a custom Wordpress theme for the company to use for updating their content in the future.

A collection of various marketing landing pages from clients across the world. These pages were used for PPC and marketing lead generation primarily for companies dealing with financial services and mortgage loans.

Role: UI Design and Front-end Development

Clients include: 1) Victig, 2) Broadview Mortgage Finder, 3) HARP Qualify, 4) Find My Way Home, 5) Paramount Equity Mortgage

Callings and Trainings is a dashboard and learning experience created for the purpose of providing training and statistical data to aid the user with their responsibilities as leaders within The Church of Jesus Christ of Latter-day Saints.

Role: UX Team Member

Audience: All people within the organization that have leadership responsibilities, ages 16+.

Problem: People who are given leadership responsibilities within the church have little to no onboarding experience to help them learn their responsibilities. Training content for each responsibility is scattered across the (main) parent site making it hard to find and learn from these resources. As a result, people don’t know their responsibilities, spend too much time trying to figure them out from disparate sources, or create their own ideas of how they should fulfill their duties, which creates many inconsistencies.

Goal: Design an experience that accomplishes three goals: 1) Reduce administration time for leaders so they can focus on spending their time helping people face to face, 2) Make training resources easier to find and learn from, 3) audit existing content and create new training strategies to provide a quality learning experiences for the users.

Process and Outcome: We began by collecting business requirements from stakeholders, gathering existing user feedback, and conducting focus group interviews. Our goal was to begin to understand the problems we were tasked with solving.

With this initial information we were able to gather, we found out that people were having a difficult time figuring out how to fulfill their individual responsibilities that had been assigned to them within the church. They were also spending too much time dealing with data entry and technological issues that came with their responsibilities, so much so that they weren’t able to spend as much time helping people because they were spending too much time entering in data in the church’s system and trying to find resources across the site.

To help us formulate our solutions to these problems we began by creating personas, conducting several affinity group sessions to sort out IA, taxonomy, and content issues, and further identified gaps in our current experience. We used all this information to created journey and empathy maps. All of these resources would be our guiding star during the project.

We then proceeded to sketch, wireframe, and create some hifi mockups of our strongest ideas. With these ideas we began to conduct a series of testing and iteration sessions with users until we had narrowed our thinking down to a couple concepts that we felt confident about. With those concepts we created testing and research plans with our UX researchers, which our team took to different parts of the globe for usability testing and focus groups. The church has a vast international membership so it was important to us to understand how people in different countries fulfill their church responsibilities and to test our concepts with them. The findings truly helped us to realize all the places where we were missing the mark and which things were succeeding.

We were then able to regroup as a team and adjust our course according to our findings. We decided that we needed to optimize the experience so that it was lighter on the technology end to be able to accomodate low bandwidth countries and to help new converts adjust to their new church experience. So we shifted from a web to more of a mobile approach.

We soon created and released a long term beta so we could continue to learn and iterate to make the best product. Over time we learned that leaders truly needed a dashboard experience to help them reduce their time with data entry/administration tasks, provide quick access to their frequently used tools, and displace time sensitive information for each leader.

We then began the process again of sketching, wireframing, and creating an MVP that we could test. The MVP experience came equipped with various widgets including a calendar, connection center, and training widgets. Our hope is that as we test and receive feedback over time, we can begin to add more personalized widgets that could be displayed on the dashboard according to who the person is and what positions they hold in the church. Our next iterations will include statistics and data vizualization models to further help our users to feel unburdened in their responsibilities.

Overall, through much testing and iteration, we have began to see how our concepts are helping to achieve our initial goals and has opened up the vision of what we will be able to create in the future to further enhance this experience.

A collection of logos I was commissioned to create from local and domestic companies.

Companies Include:

Rico Catering, Robin’s Nest, Enlight Ethics and Business Consulting, Indian Oven, Fish or Starve, Stomp Inflammatory Bowel Syndrome, Trout Trader, AlwaysUncharted.com, Frida Bistro, Historic Logan Downtown District , Jordan River City Commission, The Ridgetop Foundation: Cancer in the Crosshairs, Inform Analysis

JustServe is an organization that facilitates service opportunities for volunteers in countries around the world. Partnering with renown volunteer organizations, JustServe provides an intuitive way for volunteers to find service in their communities through their website and mobile application.

Audience: Individuals and families, ages 8+

Role: UX Lead, Creative Strategy, Product Team Member

Problem: The previous version of the app was navigationally confusing for users, had a broken information architecture, and created a frustrating experience with the volunteering workflow. Additionally, the app was only found in the USA and was provided in English only.

Goal: Create an intuitive experience that aligned better with their brand, provide a personalized searching experience, and streamlined the project search and sign up workflow. The app would be updated to account for multiple languages and would be released to countries through out the world. Accessibility would be at the forefront, especially with the addition of dark theming.

Process and Outcome: The product team, consisting of product and project management, IOS and Android developers, and UX designers, started by taking a step-by-step approach. We began with gathering requirements, usage data, and user feedback to learn where we needed to improve. We then create a strategy and agile release roadmap, designing and building a section at a time.

We began with the biggest issues that our users were having, the search experience been our largest. Search had many technical issues, didn’t align well with the search service for the JustServe web, and was making for a frustrating experience. Approaching the problem, our requirements stated that we needed to provide both a location based and a keyword search experience. There were many difficulties to this approach on the technical end of things. With the help of development, we were able to create an experience that allowed for both types of searching that was clean and free of bugs. Testing the approach with users, we found that it was very intuitive and helped users with the speed of finding a project.

We then began designing the experiences of listing all available projects within a person’s location and then providing an individual project detail screen for users to sign up for a specific project. Our developers were able to implement a personalization service that would help to gather available projects in the user’s geo-location or by a searched location. I made sure to design these experiences so that the calls to action were obvious and also that all needed information was presented first.

In addition to these experiences, I created an organizations listing experience that followed the same pattern as the project listing screens. Users could then find specific organizations to which they could volunteer for organization specific projects.

Next, I created the “volunteered” and favorites experiences. The volunteered screen allows people easy access to a list of projects that they’ve volunteered for and will notify them of their upcoming projects.

Users needed a way to keep track of upcoming projects that they were interested in without committing to signing up. To accomplish this, a pattern similar to the volunteered experience was followed. The favorites screen provides easy access to a list of projects and organizations that the user has favorited.

In order to allow for the many options for personalization in the app, there was a need to create a profile experience where users could update their account information, select preferences from a list of options, manage notifications, as well as provide a place for legal documentation, information about JustServe, as well as a place for users to provide feedback. The profile experience lists out all of these options intuitively, following IOS and Android guidelines.

On the accessibility end of things, the app would need to be updated to WCAG accessibility standards for color contrast and type legibility as well as the implementation of dark theming. Additionally, affordances were taken into account for different language translations across the app.

The app is now available in 8 countries (20 planned) through the Google Play and IOS App stores.

Since implementation, our usage of the app has grown exponentially and the numbers of people signing up for projects has increased by an average of 40% across both IOS and Android platforms.