Responsible for the design and development of Crutchfield.com – ranked first as Consumer Report’s best online electronics site for three consecutive years. Lead a team that influenced $270 million multi-channel online and catalog sales with 70% percent of all orders resulting from online traffic. Managed web design team as company experienced 20% YOY increase in sales.
Drove direct web site conversion and multi-channel micro-conversions from web though online integration with learning content, call center support, and phone sales.
Built collaborative team structure to enhance our cross functional productivity. Created content management process that reduced related operational costs by 50%. Directed information architecture and interaction design elements of site conceptualization, design, and functionality.
Created online customer experience enhancements, and participated in multi-channel customer experience testing that included website and catalog layouts. Introduced and established in-house user center design, usability, and listening lab methodologies. Established participant recruitment process and facilitated customer lab sessions. Created internal process for analyzing insight and developing, and prioritizing action plans based on research findings.
Directed large scale re-design improvements and on ongoing enhancements to Crutchfield.com. This included upgrading development framework from ASP to .NET, optimization through CSS-based design, and integration of learning content.