More Projects
& Work Samples
Information Architecture, Interaction & User Experience Design
Ecosystem & Journey, Messaging & Content Strategy, Concept & Process Visualization, Sitemap & User Flow, Web & Mobile Wireframes
Advertising & Marketing, Customer Experience, Product & Technology
Benadryl Brand Attributes
Benadryl digital campaign and brand activation program
Benadryl
JWT
Challenge
Creative team needed to bring together a wide array of brand and messaging ideas from the brief, to formulate a single creative campaign idea
Solution
Visualize the key brand ideas from the brief together, in a single space, weighted by priority to consumers and brand
Concept diagrams illustrating core brand attributes associated with the product and brand, to inspire and guide creative team in campaign concepting and messaging ideation, for a new Benadryl digital campaign.
Attributes are broken out into customer need state and usage scenarios (white, with pink text), brand value to the user (pink), and affective benefits to the user (blue), then weighted by priority or importance, according to the creative brief, to most effectively drive home the brand’s ownership of the reactive allergy category and leadership in the market.
Outcome
Team successfully pitched and produced the ‘Nature is Calling’ ‘outdoor fun-raiser’ digital brand campaign and activation program - highlighting the brand and product benefits captured in the concept drawing - of fast, effective, dependable relief from seasonal allergies, while enjoying the outdoors, when and where it’s needed the most
Concept Visualization
Senior Information Architect
Andy Awards Program Timeline
The Andy Awards is an annual, juried advertising industry awards competition
Andy Awards
JWT
Challenge
Team planning and executing a successful promotional and engagement program for an ad industry awards ceremony, across multiple teams and orgs
Solution
Visualize the program timeline, highlighting key phases and milestone dates for the program, based on input from each group involved
A promotional engagement program to create buzz around the Awards and drive participation and work submissions.
The creative idea was to enable the audience - members of the ad industry - to elect their own jury, from leaders within the industry, to judge the awards.
The timeline outlines the program engagement, communications, and work submission entry and jury nomination and voting timelines, leading up to the awards.
Outcome
Timeline was used to communicate with key stakeholders, pitch the program idea, and gain approval and buy-in; the “Elect the Jury” program was approved, and rolled out successfully
Program Timeline
Senior Information Architect
Visine Campaign Messaging Story Flow
“Take a Fresh Look” brand awareness campaign for Visine
Visine
JWT
Challenge
When users click on digital ads and visit the site, landing experience needs to meet user expectations set by source ad creative and messaging
Solution
Flow showing how source ads - based on their ideas and messaging - align to relevant landing destination pages and content on the site
Ad creative theme concepting and campaign messaging flow.
Outlines how banner ad messaging themes, from across the digital campaign, line up to tell a cohesive story across the campaign ecosystem and website.
Messaging story builds from creative campaign concepts such as “Take a Fresh Look” and “Open Your Eyes to a Fresh Perspective” through to specific product benefits and differentiators, and drive to messaging goals - product awareness, differentiation, and education.
Outcome
Creative team development of banner ad creative, messaging, and calls to action, to most effectively align with website destination content, and digital media buying team for assigning targeting for banner ads to relevant site landing destinations
Messaging Story Flow
Senior Information Architect
mcgarrybowen Agency Process
Process diagrams capturing internal business processes at creative agency
mcgarrybowen
mcgarrybowen
Challenge
Teams needed a standardized process, as a baseline for efficient and effective and collaboration, among the teams and across organizations
Solution
Conduct a thorough organizational process, workflow and task analysis, to generate process diagrams that capture a standard, agreed-upon process that can be shared with internal and external partners (clients and vendors)
Recruiting Process outlines the pipeline and process for talent acquisition and hiring - from job req creation, through recruitment and interviewing, through to making an offer.
Creative Development Process outlines a standardized approach to the teams’ UX design, creative development, and technology process for most web / mobile projects.
Outcome
Process maps were vetted, refined and ratified by stakeholders, and adopted by both internal teams and clients / partners as reference point for internal operations and cross-team collaboration
Organizational Process Diagrams
Senior Information Architect
Alcon ‘My Eyes’ Content Taxonomy
Identification system for legal and regulatory content tracking, for eye health subject matter education website.
Alcon
MRY
Challenge
Site content requires frequent regulatory and legal review, but there are multiple different classification and coding systems in place to identify and track content, and client needs a single, unified approach
Solution
Consolidate, decode, and standardize the current array of existing classification systems and codes, to create and document a revised, consolidated specification for a unified content classification and coding system for identification and tracking of content for legal / regulatory review Classification & Coding System
Site map shows the structure and scope of the site content, based on our audit, nearly 200 pages spread across 5 main site sections
Spreadsheets and file lists convey the scope of regular monthly content submissions in process at a given time, for review and approval
Taxonomy diagrams map out findings based on review and analysis of existing classifications systems and codes already in use, and a recommendation for new, unified taxonomy - that unites the ‘current’ taxonomy / classification system.
Outcome
Client approved and adopted the revised and consolidated classification and coding system
Sitemap, Spreadsheets & File Lists, Taxonomy Diagrams
User Experience Design Lead
Chevron World Petroleum Congress Doha
Program to promote Chevron’s presence at the annual World Petroleum Conference in Doha, Qatar.
Chevron
mcgarrybowen
Challenge
Outline 9 month program to drive international conference delegates to company booth at international conference, in an ‘at a glance’ overview
Solution
Program ecosystem, conference delegate journey, and conference and communication touchpoints diagrams
Ecosystem & Journey Diagrams, with Program Staging & Touchpoints Inventory
Senior Information Architect
T. Rowe Price ‘Family Center' Site
Microsite based on partnership program with Disney EPCOT. The goal of the program was to drive awareness of the brand, provide education around family financial literacy, and drive interested prospects to consider T. Rowe Price for their family financial needs.
T. Rowe Price
JWT
Challenge
An experience that follows up on the Piggy Bank Adventure, educates visitors, and drives qualified prospects to learn more about family financial services from T. Rowe Price
Solution
A site that guides users seamlessly through financial literacy content, and provides to links and clear calls to action that drive them onward to find and apply for relevant products and services on the T. Rowe Price main site
Ecosystem diagram outlines the scope of the full Family Center ecosystem, including Disney experience and online game
Sitemap illustrates how site content is designed to follow up on financial literacy questions from the experience, to provide further education.
User flow illustrates how site is designed to answer financial literacy questions, and motive user forward along customer conversion / acquisition path.
Program Ecosystem, Site Flow, Sitemap
Senior Information Architect
SHARP Campaign Messaging Story & Content Strategy
Campaign microsite for launch of new-to-market Aquos Quattron television
SHARP
mcgarrybowen
Challenge
Get the consumer to the store to see the new TV in person; audience insight from the brief was that the 4-color display - the key product differentiator - must be seen first hand, live in person, in order for consumers to see it (and buy)
Solution
A campaign site experience that convinces prospective customers to go to the store to see the TV for themselves, then compels them to their local retail store, to see it (and decide to purchase)
Messaging story flow illustrates how site content, messaging, and creative guide site visitors through their conversion journey - starting from initial creative idea, through explanatory content and deeper dives into product differentiators, backed by testimonials and reviews, and finally convincing the user to the go to the store to “See It”.
Site content map shows how content and messaging, calls to action, and digital tools (store locator) will live in different sections and pages of the site, to convince the prospective customer and get them to the store, to buy.
Site content map also illustrates strategy for which pages and sections serve as landing destinations for ad campaign banners, social media & paid search traffic, unpaid media, press, and word of mouth, and other sources.
Sitemap outlines how conversion content will live in site sections and pages, based on the content strategy - Home; Features detail pages for each of the 5 key product differentiators; Reviews (and testimonials) to establish credibility through (3rd-party managed) professional reviews and customer testimonials; and the 'Find a Store’ section with store locator including maps and directions.
Site conversion flow shows the user paths from different ad (or other) traffic sources, to targeted landing destinations, through various site sections and pages, down a path towards the conversion goal - how content and calls to action on the site will convince the prospective customer of the message, and get them to the store, to "See It", and buy (drive qualified prospects to store, for purchase).
Wireframes for mobile version of site illustrate how experience forefronts mobile-forward features - an interactive store locator tool, a list of key product differentiators to refer to in store when assessing product, mobile map functionality with geo-location, and click to call.
Story Flow, Site Content Map & SItemap, Site User Flow, Wireframes
Senior Information Architect
ADM Campaign Site
Campaign microsite for public opinion influence campaign
ADM
mcgarrybowen
Challenge
To build on momentum from the campaign (source ads) to generate awareness and build reputation, deepen user engagement with / respect for the brand, and drive users to share content and info about the brand with others
Solution
Campaign landing destination that provides reputation-building information & education on what ADM does and the positive impact it has on local communities and constituents, and then drives visitors to share content with others, and get in touch
Conversion flow across the campaign ecosystem illustrates how traffic from campaign ad sources drives to mobile, tablet, and web sites, and how on-site engagement drives users to actions and conversion goals - including view, print and download video content and ‘factsheet’ to share, share via an array of social media channels, or contact ADM.
Site conversion flow illustrates how traffic from campaign ad sources drives to different landing destinations on Home and ‘Questions’ pages, then onward to desired user actions and conversion goals.
Campaign Ecosystem & Site Conversion Flows
Senior Information Architect
Clickable.com Search Advertising Application
Web 2.0 ad tech search advertising / search engine marketing start-up
Clickable
Clickable
Challenge
Paid search marketing (SEM) campaigns can be cumbersome to manage, with large keyword sets, detailed bid parameters, and the need to manage multiple parallel campaigns across each of the search networks
Solution
The Clickable platform enabled users to manage search campaigns across all 3 major search networks at the time - Google, Yahoo, and Microsoft, through a single interface
UI for Review Goals and set new parameters
UI for No Active Campaigns alert and unpause function.
UI for Week Parting bid optimization action.
Wireframes, Functional Specifications
Information Architect
Renaissance Hotels ‘Navigator’ Mobile App
Location-based ‘virtual travel concierge’ for hotel guests
Renaissance
mcgarrybowen
Challenge
To serve local travel recommendations, to hotel guests, browsable by category, based on current geo-location or searchable by hotel location, using the latest mobile platforms and technology
Solution
App design - users can search by hotel name / location, or use closest hotel location based on geo, then browse categories to see specific recommended destinations, for that hotel location, with detailed info, hours of opening, map, and option to call
Wireframes (Annotated)
Senior Information Architect
Webster Bank Web & Mobile Site
Design refresh of product pages for regional retail bank, for mobile and web
Webster
Merkle
Challenge
Drive new customer acquisition (and existing customer sign-up for new products), and launch a new mobile version of retail banking product pages
Solution
Redesigned Product Line overview page listing all products within the product line, and Product page, for web and mobile and including a new video content module, both designed to drive more effective conversion and customer acquisition
Wireframes
User Experience Designer
