Analog Devices (ADI), Research, brand refresh and responsive site redesign

Work: ADI Brand refresh, responsive site redesign

When: 2013-2014

Role: Creative Director, Experience Strategy & Design

Even complex thinkers like engineers appreciate simple, intuitive experiences. And facing a younger, more digitally savvy audience, Analog Devices, Inc. wanted a new brand strategy and site architecture to convey its value to partners, distributors, customers and internal team members.

Working closely with ADI stakeholders, SapientNitro developed a site around the mantra “Service Beyond the Chip.” The consultative experience emphasized education, collaboration and problem solving to win the trust and loyalty of ADI’s customers.

Homepage Concept Design

My Analog Big Header for Engineers

Design Center Concept Art

Responsive Homepage Concept Art

Concept Responsive Product Detail Page (The PDP ended up being almost 13,000 pixels! Engineers love lots of content.)

Mopar

Work: Mopar Research, Strategy and XD/Visual Design Concepting/Prototyping

When: 2013-2014

Role: Creative Director, Experience Strategy & Design 

Mopar is a parts and accessories brand within the Chrysler Group (now owned by Fiat). With two properties (Mopar.com and the Mopar Owners Center), Mopar wanted us to recommend how to best redesign the brand and user experience while figuring out what to do with the two longstanding properties. Additionally, the brand wanted to explore best practices for ecommerce integration, user generated media, video and social integration.

We created an experience that combined the content experience of the two while still allowing each property to exist on its own (based on research, stakeholder interviews, personas/journeys and ecosystem development).

Ram Commercial Trucks

Work: Ram Commercial Website

When: 2014

Role: Creative Director Experience Strategy & Design

Shortly after launching Chrysler Commercial Vehicles (Chrysler's site that showcased all Chrysler Group vehicles available for commercial use including Jeep, Dodge, Ram, Fiat and Chrysler), the business decided that Commercial Trucks were more key to their overall truck and small business strategy, so we embarked on a new mission--creating a commercial truck destination within RamTrucks.com. 

I served as the project lead for Phase I of the project, which included research, stakeholder interviews, the creation of a Ram Commercial experience brief, concept experience wireframing and presentation of such work to key Ram Trucks stakeholders. 
 

Chrysler Commercial Videos

What: Harworking Films

When: 2012 and 2013 (Colorado and Texas shoots)

Role: Creative Director

Created and sold treatment to Chrysler leadership to produce two, 6-film shoots (first-person testimonial) for website content. A sampling of the videos can be seen below:

Both 6 film series (Texas and Colorado) took home Hatch Awards (2012 and 2013) in the B-2-B Marketing Campaign category.

 

Philips Healthcare Global Redesign

Work: Philips Healthcare Global Redesign

When: 2012-2013

Role: Creative Director, Experience Strategy & Design

We partnered with Philips Healthcare to create a tablet-ready experience as the brand shifted from a product company (medical equipment in boxes) to an outcome-based solutions provider (Innovation that Matters). The work included heuristic analysis of existing properties, content strategy, wireframing and visual design. Below are sample concepts from the assignment. 

Concept 1 Homepage Tablet Horizontal

Concept 1 Topic Page Tablet Horizontal

Concept 1 Homepage Tablet Vertical

Concept 1 Topic Page Tablet Vertical

Concept 1 Product Detail Page Tablet Horizontal

Conceptual Mobile Screens: All Philips Work is Responsive Design.

The Slingshot Pass: RamTrucks.com Reimagined

Work: The Slingshot Pass: A re-imagined look at how to sell trucks online.

When: Spring 2013

Role: Creative Director

The most fun I've had working! We tasked ourselves with re-imagining how to sell trucks online. First, I presented and sold the idea to SapientNitro account leadership for budget. Then, a small team of four set to some rapid experience design and visual design prototyping. We created a gorgeous presentation deck, an HTML 5 demo and a video to help Chrysler execs get buy in. I went to Detroit with two super talented art and technology partners and we presented to Chrysler senior leadership teams.

Chrysler Commercial Vehicles

Work: ChryslerCommercialVehicles.com: Experience Design, Brand Design & Development, Content Creation/Marketing, Film production, Search Engine Optimization

When: 2011-2013

Role: Creative Director; Experience Strategy & Design

Research showed that small businesses were buying more than just trucks for their small businesses and Chrysler wanted to more wholly support the small business customer by letting them learn and shop for five brands (Jeep, Dodge, Rap, Chrysler and Fiat) under one roof.

The organizing idea was to go from "commercial" to "work". Work is an emotional and meaningful word, and hard work is a core American value. It’s what we do everyday—to support ourselves and our families—to put roofs over our heads, supper on the table, and our kids through college. Work is inclusive—it means business and small business and it encompasses America’s entire blue-collar brigade—the millions of hard working men and women who need a reliable, dependable partner to help them get the job done. If customers are thinking about work, we wanted them thinking about a Chrysler brand.

We adopted work as a larger, emotional construct to connect with people on a personal level and create associations with their everyday work life and work vehicle needs. We broadened and strengthened the meaning of Commercial (from a link, a label and a headline), to more specifically align with work, what people do for work and the vehicles they need to do their work and we surrounded the user with powerful, work-specific ‘why buy’ messaging to prove that we get work better than the competition.

The project involved research, stakeholder interviews, heuristic reviews of all retail brand sites, ecosystem mapping, personas & journeys, XD, art, copy, SEO, content creation (film, blog, contests, media gallery) and front-end development. From Boston to Detroit to Colorado to Texas, this project took a team of 5-17 just over a year to complete. 

When we were through, the site was noted as the best optimized (from both a development perspective and an SEO perspective) site of all Chrysler brands and the film work took home two hatch awards in 2012 and again in 2013. 

Forrester Research

Work: Forrester Research Website Experience Redesign

When: 2011

Role: Associate Creative Director

A one year project working with Forrester's C-Suite leadership team to create an app-like experience for the Forrester.com redesign. Worked with and managed team of experience designers, art directors and writers. Regularly presented and sold work (wires, art and copy) to the VP Marketing, CMO, CIO and Harley Manning, Forrester's customer experience and usability analyst.

Forrester Chosen Concept

Alternate Concept

Forrester Alternate Concept

Forrester Alternate Concept

Forrester Alternate Concept

Forrester Alternate Concept