During my six-year tenure as the Director of Design and Experience, guided by human-centered design principles, my team developed a brand management platform that aligned with the company’s research and data analytics services, self-service culture, business development objectives, and accessibility goals. The brand system integrated the previously siloed infrastructure into a unified brand while preserving the market segmentation necessary for the business units (health human services, global, and enterprise). Beyond branding, I co-led the initiative to establish digital and media offerings that aligned with the company’s five-year strategic objectives.
To meet the strategic demands, I transformed a team of five internal document production designers into a multi-disciplinary group comprising over 20 internal and external resources, with a specific focus on accessible information design. This transformation resulted in the development of new service offerings that catered to the behavioral needs of our target audiences.
Digital (UXUI)
Microsite design
Interactive information graphics
Data visualization dashboard design and consultation
Email marketing
Media
Video/animation
Accessible online presentations
Social media templates
Overall quality was improved by establishing training goals and introducing external resources to provide guidance and inspiration.
Brand awareness and adherence were improved through social media campaigns and regular office hours sessions open to the entire company, hosted by the Creative team.
Artificial Intelligence (AI) Introduction
When AI tools were introduced to the industry, I joined the internal committee to explore its use-cases. The results were incorporating generative AI into the development art to assist in the storytelling capabilities of the research, guidance on code to visualize data, and provide succinct and accessible content for business proposals and presentations.
Management Achievements
To improve project management for the over 1300+ requests per year creative queue, I incorporated traffic managers to set up and manage ServiceNow, a project manage platform, and triage all requests for the team. To assist with project management and manage expectations with the researchers, a simple weekly traffic report was distributed via the internal social media platform, Viva Engage. Due to its success this process was adopted by other groups in the company.
For larger creative projects, up to 70% reduction in labor was achieved with incorporating data-driven processes. This was key in delivering quality materials quicker to clients, while managing a larger workload without having to further increase the staff count.
As part of the creative team structuring, I established dedicated creative resources for business development needs. This assisted in company's growth over a 5-year span.
