Ecore: A Digital Transformation Rooted in Sustainability

Overview

As part of its bold rebrand, Ecore set out to redesign its desktop and mobile website to better reflect its leadership in circularity and sustainability. With a fresh visual identity, including a dynamic new logo and modern UI, the redesigned experience communicates Ecore’s commitment to eliminating rubber waste through continuous recycling. The result: a digital presence as forward-thinking as the company itself.

The Challenge

Evolve Ecore’s website to align with its rebranding while improving usability, accessibility, and engagement across desktop and mobile. The new experience needed to be visually striking yet intuitive, reinforcing the company’s mission of innovation and environmental responsibility.

The Approach

• Brand-Driven UI/UX – Implemented a clean, modern design language that embodies Ecore’s sustainability mission through a bold new color palette, typography, and intuitive layout.

• Mobile-First Optimization – Created a seamless, responsive experience ensuring consistency across all devices.

• Enhanced Navigation – Designed an intuitive information architecture that simplifies content discovery, making it easier for users to explore Ecore’s story, products, and impact.

• Visual Storytelling – Integrated dynamic visuals and engaging interactions that reinforce Ecore’s leadership in circularity and innovation.

Impact

The redesigned website now serves as a compelling digital extension of Ecore’s brand, providing an immersive experience that resonates with customers, partners, and stakeholders. The new identity successfully conveys the company’s vision while delivering an optimized user experience that supports engagement and conversion.

As the Lead Senior Product Designer for CNN Mobile App GDPR Compliance for CNN’s iOS and Android apps, I led the end-to-end design process for onboarding experiences and settings enhancements to ensure GDPR compliance for EU users. This project required balancing legal requirements, user experience, and business objectives while maintaining an intuitive and seamless app experience.

Key Contributions:

Initial Discovery & UX Implications – Conducted deep dives with legal, product, and engineering teams to map out GDPR requirements and identify their UX impact. Collaborated in whiteboarding sessions with development, mobile app architects, and legal to define data privacy workflows and user decision points.

User Flows & Information Architecture – Designed clear, frictionless user journeys for consent management, privacy settings, and opt-in/out experiences. Mapped multi-screen onboarding sequences to ensure ease of navigation.

UI Design & Prototyping – Created high-fidelity UI, focusing on clarity, accessibility, and compliance. Designed modular UI components that were later scaled across WarnerMedia brands for broader regulatory alignment.

Usability Testing & Iteration – Conducted usability tests with cross-functional teams to validate clarity, engagement, and compliance. Iterated based on feedback to simplify consent choices, enhance transparency, and reduce friction in onboarding.

Business Impact – Successfully met GDPR mobile compliance requirements, mitigating legal risks and potential fines (up to 4% of global annual revenue for non-compliance). Improved user trust while maintaining a seamless content experience. The UX / UI work was scaled and implemented across other WarnerMedia brands and CCPA-related privacy updates.

This project reinforced my ability to bridge complex legal frameworks with user-friendly design solutions, ensuring compliance without compromising engagement. The success of this work led to its adoption across other WarnerMedia brands and CCPA-related privacy updates.

Halliburton: A Digital Transformation for a Global Industry Leader

Overview

Halliburton, a leader in oilfield services, sought to modernize its mobile and desktop website to address key usability challenges and improve customer engagement. The previous digital experience suffered from navigation difficulties, overwhelming content, lack of audience targeting, and unclear brand value, as identified in the research phase.

As a Senior Product Designer, I worked on the UX/UI redesign, focusing on simplified navigation, visual storytelling, content reorganization, and lead generation enhancements to create a more intuitive, conversion-driven platform.

Key Challenges & Solutions

1. Reaching the Right Audience

Problem: Halliburton’s previous website failed to segment and personalize content for different user types, leading to ineffective communication with potential clients.

Solution:

• Geo-location, ID management, and audience segmentation were implemented to dynamically tailor content to the user’s industry and interests.

• A data-driven homepage hero now personalizes product recommendations based on past user behavior.

2. Difficult Navigation & Overwhelming Content

Problem: Users found the site difficult to navigate, with cluttered content and unclear pathways to key information.

Solution:

• Condensed site architecture with a clear, concise global navigation that separates actionable tasks from research-driven content.

• Introduced accordion components for product listings to keep content organized and scannable.

• Redesigned the main navigation for a more intuitive browsing experience across devices.

3. Improving Product Discovery & Engagement

Problem: The previous product listing pages were dense, text-heavy, and did not effectively highlight Halliburton’s innovative solutions.

Solution:

• Implemented high-impact visuals and iconography to replace text-heavy descriptions, making complex products easier to understand.

• Integrated quick-access product categories and streamlined filtering for seamless exploration.

• Full-page product features now dynamically promote relevant items based on the user’s engagement history.

4. Strengthening Brand Value & Thought Leadership

Problem: Halliburton’s brand positioning was undermined by a lack of engaging storytelling and valuable insights for customers.

Solution:

• Designed a News & Blog hub to highlight industry expertise, innovation, and sustainability efforts.

• Featured personalized and relevant content reinforcing trust and leadership in the market.

• Added interactive product visuals and 360° views to showcase technological advancements.

5. Enhancing Lead Generation & Customer Support

Problem: The site lacked effective consultation features, resulting in missed opportunities to convert visitors into leads.

Solution:

• Integrated an AI-powered chatbot to guide users through inquiries and initiate sales conversations.

• Implemented a prominent call-to-action (CTA) system, making it easier for customers to connect with specialists.

• Subscription and resource sections encourage ongoing engagement with Halliburton’s updates and insights.

Impact & Results

The redesigned Halliburton.com now offers a streamlined, modern, and engaging experience, significantly improving navigation, product discovery, and lead conversion.

• Personalized content strategies drive higher user engagement and relevance.

• Refined navigation and product organization make it easier for customers to find and explore offerings.

• Enhanced lead capture tools provide a direct path to customer inquiries and consultation requests.

• A responsive, mobile-first approach ensures an optimized experience across all devices.

This project reinforced my expertise in enterprise UX, conversion-driven design, and digital transformation for global brands.

One of my most impactful projects was helping lead a major redesign of the CNN mobile app, focusing on navigation optimization, content discoverability, and the integration of new audio experiences.

Through live A/B usability testing with Apptentive + Userzoom, I helped identify key friction points, refine navigation structures, and enhance the visibility of critical features like the Watch TV button and the new Audio Tab for on-the-go news consumption.

The results were significant:

• 177% increase in Watch TV button engagement on iOS, 77% on Android

• 114% increase in section page views on iPhone, 151% on iPad

• 5%+ increase in scroll depth across all section fronts

• 100% increase in ad capacity within key content sections

• Successful launch of the Audio / Listen Section and Audio Articles feature leading to increased time spent in-app

By introducing an Audio Tab, Audio Podcasts, and Audio Articles, we expanded content accessibility, enabling users to consume news while multitasking. This initiative helped CNN reach new audiences and improve user retention, demonstrating the power of diversified content formats within mobile experiences.

This project reinforced my passion for data-driven design, iterative testing, and crafting experiences that not only meet user needs but also drive measurable outcomes.

Sport Clips: A Seamless Digital Experience

Overview

Sport Clips needed a streamlined, multi-platform digital experience that captured the energy of their in-store experience while enhancing customer convenience. Through thoughtful design, we delivered an intuitive, mobile-first solution featuring one-touch scheduling, a real-time wait time tracker, and data-driven personalization. Branded micro-moments of delight reinforce the Sport Clips identity, driving engagement and reducing walk-outs.

The Challenge

Create a frictionless booking experience that improves customer retention and operational efficiency while maintaining the unique Sport Clips brand experience.

The Approach

• Team conducted in-depth user research to inform design decisions and validate key features.

• Developed a mobile-first UX strategy, ensuring seamless scheduling and real-time updates.

• Integrated data-driven personalization to enhance user engagement and optimize appointment flow.

• Designed a cohesive digital ecosystem that aligns with Sport Clips’ brand identity and service philosophy.

Impact

The new experience has streamlined the booking process, improved customer satisfaction, and strengthened brand loyalty. By combining user insights with strategic design, we built a scalable solution that continues to evolve with the brand’s needs.

Southeastern Grocers: Elevating Loyalty Through Experience Design

Overview

Southeastern Grocers (SEG), the parent company of Winn-Dixie, Fresco y Más, and Harveys Supermarket, sought to expand its loyalty program and new feature capabilities while maintaining familiarity and usability for existing customers.

The teams challenge was to evolve the program into a more personalized, omnichannel experience—boosting member acquisition, engagement, and retention. In response to shifting grocery shopping behaviors post-COVID, the team moved swiftly to enhance the digital experience across web, mobile, and app platforms.

The Approach

• User-Centered Research & Strategy

• Conducting journey mapping research, brand positioning testing, and qualitative loyalty research to uncover customer pain points and opportunities.

• Defining a strategic vision that integrated personalization, loyalty incentives, and omnichannel engagement.

• UI & UX experience modernization

• Designing and implementing a modernized UI across the Winn-Dixie app and website, enhancing usability and brand cohesion.

• Standardizing button design systems and navigation patterns to create a more seamless cross-platform experience.

• Feature & Functionality Enhancements

• Redesigning coupons and deals experience to improve discoverability and engagement.

• Developing a new recipes system to support meal planning and personalized recommendations.

• Elevating key loyalty messaging placement, leveraging targeted promotions based on customer shopping habits.

• Identifying ways to expand customer engagement beyond transactional rewards by fostering brand affinity and emotional loyalty.

Creating and iterating on multiple customer touchpoints, including:

• Flagship Shopping List Feature

• Savings Tab Coupon Optimization

• Flybuy Curbside Pickup Flows & SDK Integration

• E-commerce Homepage & Navigation Refinements

• Account Deletion Experience & SSO Screen Updates

• Mystery Bonus Page Redesign

• Weekly Ad Enhancements (Filter & Sort, BOGOs Only)

• Home Tab Hero Carousel User Testing

• Find Product Matches & PDP Entry Points

• Loyalty Program Optimization

Impact

• Significant increase in loyalty program enrollment and engagement across web, app, and social channels. Winn-Dixie Rewards was named one of the best loyalty programs of 2025 by USA Today.

• Increased app downloads and loyalty-driven incremental sales, surpassing target goals.

• A more cohesive and intuitive digital experience, reinforcing SEG’s position as a leader in omnichannel grocery retail.

This transformation positioned SEG’s digital platforms as not just transactional tools but valuable customer engagement channels, driving long-term loyalty and retention.

LunarLedger: A Visionary Approach to Web3 Asset Management

Overview

As blockchain technology evolves, managing tokenized real-world assets (RWAs) and securing digital ownership in a decentralized future becomes increasingly important. LunarLedger, a Web3 mobile app powered by Hedera Hashgraph, envisions a sleek, intuitive, and regulation-friendly platform that simplifies RWA management while integrating Decentralized Recovery (DeRec) for secure asset retrieval.

Key Screens & UX Strategy

1. Home Dashboard – Intuitive Portfolio Management

Synthesizing complex blockchain data into an elegant, user-friendly hub.

• High-level portfolio overview with tokenized asset distribution (tokens, real estate, art, stocks, ETF’s, bonds) with dynamic charts.

• Quick actions for buying and selling assets, viewing recovery status, and staking tokens, encouraging seamless interaction.

• Hedera-powered microtransactions for instant, low-fee asset transfers.

2. Asset Marketplace – Tokenized RWA Discovery

Showcasing RWAs in a sleek, accessible trading interface.

• Search and filter options to refine asset discovery, including real estate, art, luxury collectibles, and bonds.

• Trust signals such as Hedera-verified badges and compliant markers to build confidence.

• Engaging micro-interactions, including asset cards with subtle 3D tilt effects and provenance icons for verified ownership.

3. Tokenized Asset Detail – Ownership Transparency & Compliance

Empowering users with full transparency over their digital assets.

• Fractional ownership breakdown displaying percentage owned versus public holdings.

• Live asset valuation and staking options for passive yield generation.

• On-chain provenance with an immutable timeline of events, including minting, verification, and sales history.

• Hedera Mirror Node integration for real-time transaction verification.

4. Recovery Setup – Decentralized, Gamified UX for DeRec

Onboarding users into a secure, trustless recovery system without unnecessary complexity.

• Step-by-step guidance for setting up guardians (friends, devices, or institutions) who can assist in asset recovery.

• Gamified visuals where each guardian helper is represented as a unique visual to make setup more engaging.

• Dynamic progress tracking with real-time validation updates as users assign guardian helpers.

Strategic product thinking, blending human-centric design, regulatory foresight, and decentralization principles culminate to create a frictionless decentralized Web3 user experience. 

Get CNN news at a glance on your Apple Watch across 12 personalized categories. Download the CNN app on your iPhone and pair your phone with the Apple Watch. Be confident that breaking news is just a glance away.

CNN on Apple News

CNN will be providing many of its signature news and enterprises stories to the app daily, including content from CNN Politics and CNN Style. With the help of Apple’s unique publishing tools, CNN will also hand-craft feature stories blending photos, videos and animations to produce immersive, interactive experiences. Users will be able to explore CNN content in the app or choose the CNN channel from the favorites section. CNN stories will also be available to search and save.

The CNN for Samsung Gear S2 / S3 App comes pre-installed on the new Samsung Gear S2 / S3 smartwatch.

The CNN for Samsung Gear S2 / S3 Dynamic Face gives users access to breaking news headlines when they check the time. Tap the headline, and the story opens on the accompanying watch app.

The CNN for Samsung Gear S2 / S3 App enables users to browse top news sections with a twist of the bezel dial, scan the most recent headlines and quickly read story summaries. Users will be able to read the news on their wrist to catch a headline and finish reading on their phone.

CNNgo on Samsung Smart TV

The availability of CNNgo is once again expanding with its new app for Samsung Smart TV, making live CNN content and CNN programming available to Samsung Smart TV owners.

As part of the industry-wide TV Everywhere initiative, the CNNgo app includes the live broadcast of CNN, CNNi, HLN and curated on-demand content which can be watched by logging in with a Pay-TV subscription username and password. CNNgo on Samsung Smart TV also allows for the viewing of trending news around the world by browsing the Featured Collections without having to log in.

CNNgo is a next-generation product that gives viewers unprecedented control over their TV news experience, and is also available on CNN.com, CNN’s iPad app and on Apple TV, Roku, Amazon FireTV and now Samsung Smart TV.

2014 - 2015 • UI/UX, Design, Digital Art

"Think of CNNgo as CNN to the nth power: As the live channel plays in either a Web browser or an iPad app, it is surrounded with additional content options including contextual links that offer CNN-produced video, text, tweets and photos relevant to what is being discussed live. If a given story isn’t of interest, there’s also a menu of different segments from which to choose that aired anywhere from just minutes earlier to days ago." -- Andrew Wallenstein

2014 - 2015 • Art Direction, Design, Digital Art

The CNNgo experience on Apple TV features the largest collection of CNN’s on-demand content to date.  Pay-TV customers can log in with their user name and password for access to Live TV and Shows, such as CNN Original Series Anthony Bourdain Parts Unknown, Finding Jesus, Mike Rowe’s Sombody’s Gotta Do It,Morgan Spurlock Inside Man, This is Life with Lisa Ling, The Wonder List with Bill Weir and Anderson Cooper’s nightly news program, AC 360°.  All users of Apple TV can enjoy a collection of hand-curated clips by topic – from world and politics to entertainment and tech – in the Must See section.

The CNN for Samsung App comes pre-installed on Samsung’s new tablet, the Galaxy Tab S2.  It is also available for download on the Galaxy S6 edge+ and the Galaxy Note 5 devices.

This universal app has all of the core features that a user would expect from CNN, coupled with a reimagined video experience.  Premium, editorially-curated CNN shows and digital video are now available in full 1080p HD, showcasing the best of CNN’s shows and digital video.

2013 • Advertising, Art Direction, Creative Direction

McDonald’s new insanely effective viral ad • California Poppies (the state flower), they are illegal to dig up, making it impossible for land owners to remove the “ad”

2013 • Branding, Fine Arts, Packaging

Award Winning Fine Art Design for Chateau Montelena's First Annual “Re-Imagine Our Chateau” Design Contest

2013 • Art Direction, Packaging, Print Design

Disney California Grown Carton for Albertsons