Changing the world through movies.
MOBILE . WEB . TV . IN-THEATER . AR . VR . AI
DEFINE
Problem
•There is a global increase in conscious consumerism
•People want more engaging and meaningful experiences
•Transactional experiences should focus on purpose and value
ENVISION
Solution
•Create meaning and sentiment around entertainment
•Enable users to connect with others who share their interests
•Personalize experiences to match preferences and mood
CREATE
Results
•Increase customer engagement, loyalty, and sales
•Create an expanding and active global community
•Engage users throughout entertainment life cycle
Led creation of new product ecosystem
and personalized experiences across mobile, web,
in-theater, AR, VR, and AI.
Role
Product Design Director
Directed creation of new product ecosystem and personalized experiences, launched innovation lab to explore next generation design and technology, implemented new user experience and design process, and led design team, including goals, results, and success.
Team
Collaboration
Executives
Product
User experience
Design
Research
Business intelligence
Engineering
Marketing
Fun Facts
During my time with Warner Bros., I led the creation and launch of numerous products, including Flixster Collections: the 1st studio-agnostic entertainment discovery platform and social network. Flixster was then acquired by NBCUniversal in 2016. I was later brought on to lead Flixster, Fandango, Movie Tickets, and Rotten Tomatoes across: Mobile, Web, TV, In-Theater, AR, VR, AI.
Mind Maps
Flixster Collections, Warner Bros.
CONNECT
Human experience (HX)
Purpose
Brand strategy
Values, needs, emotions
Experience design
Success metrics
ENGAGE
Customer experience (CX)
Journey
Experience strategy
Customer research
User data analysis
Persona journeys
INNOVATE
Product experience (PX)
Function
Product strategy
Architecture
UX . IxD . UI design
Engineering
Design Process
RESEARCH
Examine user data and create a unified strategy.
EMPATHIZE
Understand what customers think, feel, do and say.
DEFINE
Analyze user pain points, wants and needs.
IDEATE
Explore creative solutions, ideas and strategies.
PROTOTYPE
Build solutions into testable models or prototypes.
TEST
Get customer feedback and evolve ideas.
Vision
Create a new product ecosystem that engages users
throughout the entertainment life cycle, with a suite of products that
succeed individually and work together as a brand family.
Ecosystem
MOBILE . WEB . TV . IN-THEATER . AR . VR . AI
Workshops
Organized strategy workshops, sketch sessions, and design reviews with teams across the company to establish unified goals, streamline decisions, inspire collaboration, and evangelize future thinking.
STRATEGIC
Business
Product ecosystem
Business and financial goals
Future vision
ANALYTICAL
Research
Current data
New research needed
Hypotheses
BEHAVIORAL
Customers
User personas
Journey mapping
Opportunities
CREATIVE
Experience
Ideal solutions
Advertising model
Personalization
EMOTIONAL
Brand
Positioning
Personality attributes
Brand archetype
PRAGMATIC
Plan
User testing
Product roadmap
Success metrics
Product Strategy
Analyzed results from workshops and created product strategy roadmaps for internal alignment around business goals, brand experience, customer journey, user experience, product design, marketing, and development. Implemented new processes to save time, launch faster, and promote company-wide collaboration.
Research and Data Analysis
Collaborated with business intelligence and research teams to perform user research. Analyzed data, pain points, navigational behavior, and customer journeys around existing experiences to create new solutions aligned with customer needs and wants.
Brand Development
Led data-driven creation of new suite of brands, including vision, research, positioning statement, personality, promise, and tagline.
Personas
Developed key personas across product ecosystem to create personalized customer journeys.
The Movie Lover
Primary motivation: create movie lists and share with friends
Age: 35•Male•Single•No kids•Chicago•Occupation: Marketing Manager•Income: $78,000
Functional Benefits
The app allows me to:
• Keep track of movies I want to see
• Create curated lists of my favorite movies
• Get updates on movies I’m interested in
• Share lists I’ve created with friends
• See my friends lists to get inspired
PAIN POINTS
Issues with current app:
• Hard to track movies I want to see
• Difficult to find the info I need
• Movies do not match my preferences
• Unable to share movies with friends
Emotional Benefits
The app makes me feel:
• Organized
• Connected
• Excited
• Supported
• Empowered
WANTS
Key features I want:
• Meaningful lists of things to watch
• Relevant movie recommendations
• Share lists with friends and family
• Follow critics and influencers
Self-Expressive Benefits
The app suggests I am:
• Ahead of the game
• Movie lover
• Organized
• Social
• Outspoken
MOVIES & TV SHOWS
Products I like:
• Mindhunter
• Mr. Robot
• Stranger Things
• Westworld
The Streaming Fan
Primary motivation: discover new movies to watch at home
Age: 30•Female•Married•2 Kids•Georgia•Occupation: HR in Tech•Income: $72,000
Functional Benefits
The app allows me to:
• Figure out which movies to watch
• Organize movie events
PAIN POINTS
Issues with current app:
• Finding new streaming releases
• No curation to discover relevant content
• Can't find movies or shows I want to watch
• Don't know what’s appropriate for kids
Emotional Benefits
The app makes me feel:
• Engaged
• Relaxed
• Informed
• Prepared
• Excited
WANTS
Key features I want:
• Recommended movies
• Info about where to stream
• Browse by genre and category
• Curated top lists of movies
Self-Expressive Benefits
The app suggests I am:
• Nurturing
• homebody
• Busy
• Efficient
• Curious
MOVIES & TV SHOWS
Products I like:
• Book Club
• Coco
• Grey’s Anatomy
• Scandal
The Trendsetter
Primary motivation: plan movie outings with friends
Age: 29•Female•Single•No Kids•Los Angeles•Occupation: PR manager•Income: $102,000
Functional Benefits
The app allows me to:
• Find relevant movies and shows
• Keeps me informed of new releases
• See only what I'm interested in
• Keeps me informed of new releases
• See only what I'm interested in
PAIN POINTS
Issues with current app:
• Too much clutter
• No ability to plan with others
• Ads get in the way
• Checkout takes time
Emotional Benefits
The app makes me feel:
• Exclusive
• In control
• Organized and accomplished
• Motivated
• Excited
WANTS
Key features I want:
• Plan weekend movie outings
• See what friends want to watch
• Choose seats with friends
• Filters and curated lists
Self-Expressive Benefits
The app suggests I am:
• Social media user
• Want things quick and easy
• Trendsetter
• Center of attention
• Tech savvy
MOVIES & TV SHOWS
Products I like:
• Suits
• The Good Place
• The Bold Type
• Younger
Customer Journey
Led creation of engaging journeys that aligned with user needs and wants throughout movie entertainment life cycle, to design seamless Mobile, Web, TV, Augmented Reality, and In-Theater experiences.
Product Experience
Directed successful product experiences, including sketch sessions, user experience, information architecture, wireframes, product design, interaction, animation, prototyping, messaging, and engineering.
Flixster
Mobile, Tablet, Web
Discovery
One-stop destination for entertainment
Curated lists of movies and tv shows
New ways to explore and discover
Community
Create collections of movies and tv shows
Share collections with friends and community
Plan movie events with friends
Personalization
Get personalized recommendations
Connect with others who share similar interests
See group suggestions based on collections
Design Samples
Personalized experience
Showtimes and streaming
Smart search and metadata
Global community
Movie Tickets
New mobile app we designed and launched for iOS and Android to browse showtimes, see trending movies, and buy tickets.
Fandango
Siri shortcuts and suggestions to get real time movie information tailored to your needs, such as movie tickets and showtimes.
Design System
Led the creation of a new design system.
Engineering
Collaborated with product management and engineering to develop new products across iOS, Android, Web, and TV.
Goals and Performance
Facilitated workshops for product experience team to set goals and developed new process for designers to track progress together on a daily/weekly basis. Taught daily meditation classes, mentoring teams to achieve peak performance, health, and success.
Innovation Lab
Developed new innovation design lab to explore next generation ideas and experiences aimed to evolve entire product ecosystem, increase value and revenue, and create brand connection.
In-Theater Experience
Conceptualized innovative ideas to create the future of entertainment with virtual reality, augmented reality, and artificial intelligence for an engaging and immersive in-theater experience.
Augmented experiences
Your favorite movie characters come to life in-theater with augmented and virtual reality experiences guiding you to exclusive content.
Artificial intelligence
New artificial intelligence algorithms to provide movie goers with personalized digital and in-theater experiences.
Virtual reality
Movie goers can earn points and free movie tickets by finding hidden augmented clues throughout the theater with their phones.
Results
•Drove successful creation and development of new products
•Raised product quality to increase value, engagement, and revenue
•Created unity and collaboration across teams throughout company
•Implemented new processes for UX, design, and goal tracking
•Mentored teams to achieve peak performance and success
•Streamlined decisions, saving time and producing faster results