Discovery & Strategy


I lead the Discovery Phase to define client goals, gain meaningful user insights and capture project objectives with clarity and purpose.

User Experience


Beyond a set of rote deliverables, I explore content and functionality solutions to inform, inspire and propel the project forward.

Design & Creative Direction


Drawing from my diverse background, I guide the team to create beautiful and useful experiences while successfully fulfilling project objectives.

Case Study: National Geographic

National Geographic Lodges Homepage Hero

NGLodges Logo

It was a thrill to be a part of a completely new program and web property with such an iconic organization. As part of the Substance team, I worked directly with the National Geographic Travel and Lodges teams in Washington D.C. to guide discussions covering the business requirements, user research, content strategy and site structure.

There was much to resolve regarding the booking process and exactly where the site exists in the canon of their current online travel experiences. Ultimately, we were able to design a brand new experience from the ground up and at the same time influence larger, systemic design changes for National Geographic Travel.

Project Detail Gallery

Lodge Map Browsing
My Contributions:

  • Discovery Phase & Requirements Gathering
  • Content Strategy
  • IA & Site Structure
  • Wireframes

Case Study: Nike Running

Nike Running Pacer Portal Homepage
Pacer Analytics

The Nike Running team maintains a hands-on relationship with independently owned shoe retailers with a staff of young people criss-crossing the country known as the Pacers. Because of their road-warrior work schedules, Pacers needed a centralized system for capturing and fulfilling their sample shoe orders, soliciting test runner feedback and educating their retailers on upcoming products.

Working directly with the Nike team and their fulfillment vendor, I designed a web-based application which achieved the following:

  • Pacers order sample shoes for stores in their jurisdiction
  • Pacers could use the responsive experience as an in-person product education tool
  • Retail employees could login to share their product feedback
  • Pacers could track store activity and reward their participation

Project Detail Gallery


Within 6 months of the system’s release, a Texas retailer declared Nike Running’s Pacer team went from “worst to first.” Can’t get much better than that.

My Contributions:

  • Discovery Phase & Requirements Gathering
  • User Research with Pacer Team Members
  • Workflows & Wireframes

More Recent Strategy & User Experience Project Samples

The North Face


The North Face publishes dispatches from sponsored expeditions featuring the top adventure athletes in the world. I designed the user experience to tell their stories.

Pinehurst Golf Resort


Staying true to their heritage as the “Cradle of American Golf,” I re-imagined how Pinehurst would approach the next generation of golfers and their families.

Travel Oregon


I am fortunate to have developed the UX for this award winning experience showcasing Oregon to the world. It is a powerful publishing system for a passionate team.