While Creative Director, User Experience at Razorfish, I led experience strategy, experience design, product design, content strategy, copywriting and visual design for Bridgestone and Firestone’s re-imagined digital presence, new e-commerce experience, various micro-sites, and numerous campaigns. I also directed third party vendors, directed professional photo shoots, worked with content creators and influencers, and collaborated with clients to establish long-term digital strategies for the brands.

One of my large-scale initiatives was to lead strategy, ideation, and design efforts for the redesign of BridgestoneTire.com (B2C tire division of Bridgestone) and FirestoneTire.com. I moved both those digital properties from non-responsive, flat, marketing-heavy sites to fully responsive, dynamic, data-driven, user-centric experiences that engaged customers, built connection with each brand, established new brand voices and tones, and created a template for content and design across all channels.

Using data-informed user research, market research, and a comprehensive user testing plan, the team introduced new tools and improved digital content and functionality that better met shifting customer needs and business demands.

Part of our solution strategy was to design a scalable digital design system and platform that would allow for BridgestoneTire.com’s templates and components to be shared with FirestoneTire.com’s digital experience and localized Latin American sites. This forward thinking by the team cut site redesign time down by nearly 50% for the other digital properties.

The revised digital experience resulted in increased conversion and customer engagement across digital properties because it empowered customers with improved access to tire-related research, simplified the purchase process, and introduced online appointment scheduling. I successfully moved brand goals beyond simply reducing “slippage at the counter” by creating the foundation for their e-commerce experiences.