UX/UI, Rebranding & Creative Direction

I was responsible for all phases of the eCommerce web experience and creative direction of the brand. I led the creation of the eCommerce website experience to drive brand positioning, including designing UX/UI elements, email and ad designs, and Creative Directing all content such as product shots, editorial photography and social campaigns that were used on the new website. I conducted usability studies to improve the customer journey and drive UI design decisions, and I built and organized the UI components of the design system. Once rebrand was completed, the website relaunch resulted in increased 47% revenue growth within the first month.

Post relaunch, I hired and managed a team of in-house and remote designers, photographers and producers. Working alongside the CEO, I continued to provide creative direction of all product, marketing strategies and B2C campaigns. My designed emails resulted in a 12%+ OR and CTR increase.

Key UI responsibilities:

• Create user-centric, responsive mobile and desktop designs

• Create wireframes and prototypes to help illustrate solutions

• Solve for complex, user-centric cases while leveraging the design thinking process across various project sizes and timelines

Key Creative Director responsibilities:

• Constantly innovate brand to ensure luxury market positioning & leadership over competitors

• Ensure consistent branding at all customer touchpoints

• Conceptualize, strategize and direct campaigns & photoshoots

• Hire, inspire and manage team of creatives

Employer: Medelita (lab coats & scrubs)

Target Audience: top earning medical providers

4.5 years