UI / UX
A small sampling of work done as part of the 2-person McCann Experience Design team while at General Mills.
Video Detail Page:
My fellow UX designer and I were tasked with creating a dedicated VDP layout. The end goal was to keep users on the sites (vs. linking to YouTube) in order to increase:
Overall video views
Monetization (thru auto play & auto next)
Pages per session
Time-on-page that enhances engagement / SEO
A dedicated page also allows user comments and better organizing and curation (and user browsing) of themed video content.
Product Detail Page:
Like the video page above, my fellow UX designer and I were tasked with optimizing the existing PDP design to expand the overall capabilities of the template. This included:
Adding additional consumer-wanted content (allergens, rating & comments, photos, etc.)
Designing so that updated product data could be flowed in automatically
Aligning the design with contemporary e-comm standards like alternate packaging views
Interstitial Replacement TestING:
Google began penalizing Search Engine Rankings of MOBILE device sites that had “intrusive” interstitials on the first page view. As a result Betty Crocker and Pillsbury moved their email subscriber acquisition interstitials to the users’ SECOND page view. However this resulted in a 60% drop in subscriptions.
My fellow UX designer and I were then tasked with creating new, enticing ANIMATED interstitials that could increase those fallen engagement numbers.
We started by whiteboarding a myriad of designs using both page-embedded designs and also those that overlayed the page content. The UX designer then created rough prototypes of 9 of our solutions for internal presentations / proofing. There was no bandwidth for true user testing so we relied on the feedback of a number of various stakeholders.
Three versions were ultimately chosen based on a number of qualifications/requirements, then refined and passed on to the external testing vendor to build.
A/B testing was then performed using 4 final solutions resulting in a +100% restoration of user email acquisition.
General Mills SITES REDESIGN:
General Mills needed to standardized the UI and back-end code of some high-profile site templates. The goals were simple but all-encompassing:
Modernize/optimize the existing templates to increase update efficiency
Better align with contemporary device breakpoints and viewports
Create a flexible page template(s) to allow for bespoke content
Over the course of a year+ I was the lead UI designer working with a team of junior production staff, UX designers, developers, and a number of high-level General Mills silo stakeholders.
