I’ve always been fascinated by human experiences — what people do, say, think and feel. How can I learn about other people? How can I affect how people feel? Stories. I love telling stories because they communicate an idea or message. A good story compels someone to feel a certain way and I initially chose video as a medium to create and share stories.
I began my career in advertising working as a Producer at Leo Burnett. I loved bringing ideas to life helping brands tell their stories to consumers.
I had the privilege of producing video content for brands such as Kellogg’s, Esurance, Centrum, and Samsung. I often found myself asking, “Why are we doing this? How can I ensure my story resonated with consumers?” A client brief helped me understand the challenges the brand was facing, but what about the audience? I was disconnected from the audience and felt they were not a priority in my work. I realized my role was more focused on execution and didn’t provide the opportunities for me to dig deeper and understand people. As much as I loved telling stories, I also loved collecting stories to understand people— learn about what they were doing, how they felt, and why.
My desire to learn more about people’s feelings, behaviors and motivations led me to my role at Groupon. I was the Instructional Designer and Video Producer for our sales organization. I chose this opportunity because it had a clear target audience and a new set of challenges. I was responsible for designing educational/training programs to help sales reps learn business processes and sales skills. Before I could design a solution, I first had to understand sales rep’s needs and goals. What topics did they struggle with? What did they want to learn? How can I prepare them for their roles? Through this experience, I discovered the importance of putting user’s first. I learned as much as I could about sales reps so I could design solutions that aligned with their behaviors and needs. Balancing their needs with our business objectives helped me design engaging and effective learning experiences.
While I loved that job, I had a desire to make a larger impact on people. Instead of designing learning experiences for sales reps, I wanted to design for a larger audience and tackle a new set of challenges not confined to sales.
User experience design encompasses everything I love and have a passion for. Today, instead of telling stories, I gather stories. I listen to people and find patterns and connections between things that don’t exist. I translate those insights to design meaningful and enjoyable experiences that make an impact on people’s lives.
I consult with companies to learn about their product, challenges, goals, and requirements. Once I understand the business, I begin to understand the needs of their users. Ultimately marrying the two into an ideal experience that makes everyone happy.
Clients included: Pollen Velocity Capital, Truck Driver Power, That Lyfe
Working within Groupon’s Sales Training and Development team, I designed curricula and materials to help sales reps win prospective clients. I collaborated with subject matter experts to develop instructor-led and e-Learning courses based on sales process & psychology, campaign structure, ROI, negotiation, and proprietary tech tools. I strived to grow successful sales representatives through creation and delivery of high-quality training content.
I developed production plans and estimates for TV and digital projects for clients such as Kellogg’s Centrum, Samsung and Esurance. Managing the full production cycle from kick-off through delivery to ensure work aligned with brand strategy. Passionate about delivering the best creative and found ways to produce work within budget and schedule by optimizing schedules and combining projects.
I designed content for marketing campaigns after consulting with clients to understand their needs and goals. Oversaw 4 designers to ensure designs aligned with marketing strategy and matched existing brand guidelines. Created detailed notes and instructions for third party vendors to ensure successful printing of marketing collateral.
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