Art + Design Director
Conversion rate ↗
upsell rate ↗
data driven user behavior mapping
internal stock photo library
Fully remote multidisciplinary role. Starting as a designer and developer doing a full brand refresh and an overhaul of the e-commerce experience. My role grew to include creative + art direction for local and global based photography projects. As well as directing all design and web development projects with small freelance teams, though, usually doing everything myself.
Once the initial e commerce experience was refreshed, we had several smaller feature improvements, or new feature needs per quarter. All web projects were approached with a combination of lean and agile UX. Starting with a goal I would do the UX design to find the best way to achieve the goal. Taking customer and business needs into account.
Cross department collaboration was the norm. Sometimes I managed a small team of freelancers for web development, though I was most often the front and back end engineer.
For each project we conceived and implemented anonymous user behavior measurements to guage the effectiveness of given solutions. Regularly analyzing the data to find opportunities for continual improvement.
The identity redesign preserves what Tortuga had been, and embraced where they were headed. Iterating, not replacing. I was responsible for and executed all of it. These key words bubbled up as most relevant for the redesign: Confidence, Relatable, Human
Important aspects of the new brand were: custom font, new logo, new art direction, and illustration.
We created a system for implementing this brand for multi-channel marketing needs, and digital and physical deliverables like; packaging, printed colateral photo and video content, website design, and last but not least, business cards.
Created a brand centric stock photo library where most photos contained products in use. Working with editorial and marketing so their content needs were met.