digital design.
A curated set of projects highlighting how thoughtful design and strategy come together to drive results.
Baby Alive Below the Fold
Designed and produced a modular below-the-fold PDP experience for Baby Alive to drive discovery and cross-sell across core doll play patterns, including drink & wet, eat & poop, and special-feature dolls.
To support confident purchasing, the experience paired feature-led content with comparison tables, helping shoppers quickly evaluate products and navigate to related PDPs—an approach shown to improve conversion by 20–30%. A QR code linking to Baby Alive YouTube extended the experience beyond the page, bringing dolls to life through animated and demo content.
Digital Banners
Designed and produced static and dynamic digital banners across multiple brands, supporting key placements including homepages, brand landing pages, PLPs, PDPs, and rich media below-the-fold experiences. Banners were developed to align with brand guidelines while flexing for different merchandising moments such as launches, promotions, evergreen storytelling, and cross-sell opportunities.
Dynamic banner executions were leveraged where personalization, modular content, or contextual messaging could enhance performance—while static banners were strategically used for clarity, speed, and consistent brand storytelling across high-traffic placements.
Transformers Below the Fold
Developed a below-the-fold merchandising experience for Transformers’ 40th anniversary, designed to cross-sell Autobots and Decepticons as distinct sides. The experience combined character-driven storytelling, size comparisons, and iconic catchphrases with comparison tables that guided fans to explore assortments and shop by side.
Comparison tables enabled shoppers to easily explore assortments, choose their side, and shop figures aligned to each side—blending brand storytelling with guided discovery and conversion-focused design.
Designed, built in Syndigo, and published to key retail partners including Walmart and Target, balancing brand storytelling with conversion-focused merchandising.
Social Proofing
Developed social proofing graphics using authentic consumer reviews to highlight UGC for select Super Soaker products. Assets were strategically tested above and below the fold on PDPs to assess how surfacing social proof at different stages of the shopping journey influenced confidence and conversion. Above-the-fold placements focused on immediate trust-building, while below-the-fold placements reinforced validation during deeper consideration.
On average products leveraging strong social proof have been shown to drive 15–20% conversion lift, supporting the role of authentic consumer feedback in PDP optimization. The approach was designed to be modular and scalable across additional products and brands.
Winkflash App UX/UI
Led the end-to-end development of a cross-platform iOS and Android app enabling consumers to store photos, personalize products, and create custom items such as photo books, mugs, t-shirts, and greeting cards. Partnered closely with app developers to guide requirements, user experience, and visual design, while also contributing to graphic development within the app.
Oversaw testing and QA efforts to identify bugs, usability issues, and edge cases prior to launch, ensuring a polished experience before app store publication. The project blended product strategy, creative execution, and quality assurance to deliver a seamless, consumer-friendly personalization experience.
