Work: Currently a Design Manager at Meta.
Education: Currently a Ph.D. student in Design at Carnegie Mellon University. I earned a Master's in Strategic Design & Management from Parsons School of Design. I also earned a BS in Entrepreneurship and a BA in International Studies from the University of Utah.
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How might we create one digital enterprise hub to merge all three brands ( SanDisk, Western Digital GTechnology) brands as one experience after the acquisition?
Western Digital acquired SanDisk, a flash memory manufacturer, to become the leading storage solutions company on the market.
Design and develop an enterprise site that will have One Store + One Check out for all three brands WD, SanDisk, G-Technology that is easy to navigate and mobile-friendly design
March 2018- July 2018
SanDisk is a flash memory manufacturer that produces microSD cards that are typically used in portable devices, such as cell phones and MP3 players, but you can also use them on your PC. Their slogan -- more memory, more possibilities -- has guided their strategy to success for over 25 years. Finally, they were acquired by Western Digital, which shared the same values.
The objective was to combine 3 brands and websites into ONE Website, ONE Store + ONE Checkout Experience. The interaction design interface would need to showcase a breadth of product and solutions and be accessible and informative to consumers to help them make better decisions for their needs The new site needed to be easily accessed, would need to support and integrate the branding of each of the 3 brands, and take into account the site will be moving to SAP Hybris + Adobe Experience Manager. It was estimated that the site will support 50-75% direct to consumer annual sales growth and will have a mobile-first design strategy To
SanDisk offered some requirements for the website; the research process revealed others:
Choosing the right fonts when dealing with 3 different brands that have their own visual and design system proved to be the most important part of building the site. Though fonts are a small part of the final website, they make huge impacts on your user experience. We spent more time picking the right font design to help gain a deep psychological impact on our target customers who visit the site.
Cera is a steadfast companion for when you need to set clean text and headlines in print and on-screen and in multiple languages. It is driven by pure geometry and our decision to finally use Cera pro was based on its uniform style that can merge all three companies’ style guides.
Once the website’s requirements were clear based on several interviews with stakeholders and product managers, I created low fidelity designs intending to focus on the most essential features. After weeks of feedback loop with stakeholders, I then conducted usability testing using low fidelity designs to gain insights and co-create with our target market, test the logic of my design, and test its navigation features.
404 page
View Page Design
Eventy Page
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Eventy Detail Page
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Grouped Product Page
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Innovations Landing Page
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Main website start frame page
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Platform Product Page
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Product detail page
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Single Drive Product Page
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Solution Final
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Solutions Alternate
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Western Digital Capital
View Page DesignMerging the old websites to create a new website was a useful opportunity to create a modern, simple, appealing design. Western Digital selected images with dark backgrounds and rich hues, offering a suitable background for white text. To reduce visible text and draw attention to important information, blocks of text were carefully hidden. Moving the mouse to headings revealed larger pieces of text beneath.
Building relationships through communication: SanDisk has continued to enhance customer experiences and taking a customer-centric approach to improving people performances
SanDisk's mission is to enrich people's lives through digital storage anytime, anywhere. This philosophy became a north star throughout the experience-design process as we were able to generate 600+ conceptual diagrams, wireframes, visual mockups, and prototypes for G-Technology, and SanDisk and expanded site page visits by 100% (2.5M+ monthly). Through co-creation with developers and stakeholders, we were able to deliver outstanding speed, performance, and reliability that improved engagement by 17% for over a year to complete.
