Sr. UI / UX Designer at Centerfield

About the Company

Centerfield (parent company behind brands: Business.com, Savings.com, Security.org & more) prides itself on how they help their clients accurate and effective customer acquisition and sales conversion. improve their bottom line. In a key study conducted by Forrester Consulting in October 2020 indicated Centerfield was able to:

Provide their clients with a 236% return on investment
Increase customer activation rates by 40%
Sales and marketing productivity improvements of $9,247,524

My Role

Define Problems and Opportunities –
Synthesize data and measurable interactions with business needs to plan solutions
Create and Show Solutions –
Prepare wireframes, flows, prototypes, designs, and motion graphics using tools such as Adobe XD, the Adobe Creative Suite and Microsoft Office Suite
Spearhead Strategies –
Proactively ideate designs and optimizations for web and omni-channel media as the lead designer for the specific verticals
Present Designs –
Communicate design decisions to stakeholders and other teams across the organization
Foster Growth and Positivity –
Mentor team members and lead design feedback sessions for both usability and performance
Design at Scale –
partner with other brands within Centerfield to create scalable and reusable design solutions across company verticals

Research and A/B Split Testing

Comparative analyses and user research were conducted against the competitive landscape to determine design decisions when it came to ideating responsive designs for the company-owned brands. While I most recently focused on the B2B and Education verticals, I’ve also worked on projects in telecom, home security, and products for seniors.

Optimizations and Learnings

At the conclusion of an A/B split test, I document the results within the data set and suggest optimizations based on observations then communicated the findings to stakeholders and other teams within the vertical. Tests include complete brand redesigns, copywriting, element/offer placements and more.

This micro-interaction was designed to subtly draw the focal point to the engagement path. Side note: the “Refinancing” button was requested by stakeholders to be intentionally “larger” than “Buying a home”

An alternate, more obvious animation to further encourage interaction with the engagement path.

Design Iterations and Prototyping

When designing for web, I start with a mobile-first approach before scaling up the responsive designs for tablet and desktop. Most times, wireframing is unnecessary for the process at Centerfield due to its previously established “best practices” layout that seems to outperform most other variations within the SEM space. High-fidelity design variations and prototypes are often presented to stakeholders to choose from. Prototypes are done primarily within XD to illustrate the user’s journey and certain interactions and animations within the design. I create an additional barebones web-friendly brand guideline for the development team based on the client’s asset library.