Lead a team of experience strategists, researchers, and digital designers across the entire customer journey inclusive of sales, on-boarding, usage, and loyalty. Led experience strategy and design for all key digital initiatives, including major relaunches of the member website, the prospect website, online membership sales, the team member app, and in-club digital signage. Led consumer research and service design for new product lines, including Life Time Work, virtual coaching, and Life Time Sport. Have been a key driver in fostering a culture of innovation, including running design sprints across multiple areas of the company, helping to stand up technology Hackathons, and leading the Club of the Future initiative.

Lead a team of designers and researchers, plus responsibilities for the company UX discipline and matrixed UX designers throughout the organization. Migrated team responsibilities to include not only digital UX, but also service design including omni-channel, marketing, creating standard operating procedures, team member training, etc. Established design research as a discipline, and advocated to all areas of the company for a more member-focused approach. Collaborated with the member experience team to create research governance, best practices, and internal communication. Actively participate in technology group activities like sprint planning, project prioritization, and enterprise architecture review to ensure decisions are being made with appropriate end-user perspective.

Instituted a decision-making framework to prioritize experience resources and projects, including creation of 3-5 year experience roadmap and education on user-centered design through all levels of the organization. Defined the multi-channel experience strategy for Target, including channel purpose, identification of opportunities, establishment of testing and prototype strategy, and governance for experience projects. Lead UX for projects that sit outside of the product structure (ex: Cartwheel, Awesome Shop, Target Ticket) or that spanned across multiple product areas or channels (ex: social, marketing campaigns).

Led projects and testing that produced incremental sales increases in excess of $60m / year across my product areas. Established the vision for digital products, including strategy, goals and objectives, KPI and the long-term product roadmaps for Browse & Shop capabilities across all Target digital channels. Accountable for the site optimization process, including the prioritization of opportunities, business cases and briefs, and working with execution teams to define the requirements for launch.

Responsible for defining the scope, business requirements, and user experience for the core eCommerce functionality as Target transitions from Amazon.com's eCommerce platform to a new website integrating best in class technology from IBM, Endeca, Autonomy, and others. Accountable for the work of a team of product managers, information architects, and business analysts creating the new Target.com guest experience within an Agile environment. Assist change management in preparation of organizational readiness for the new site launch.

Directed user experience for Target's interactive agencies and in-house studio for eCommerce platform projects. Lead the execution of site optimization and testing. As creative lead for Target's Interactive Prototype initiative I helped define Target's long range strategic direction in the interactive space and created a road-map of projects to enable those goals. Created wireframes, site maps, prototypes, and other information architecture documentation for Target.com platform projects and Interactive Marketing campaigns. Acted as a user-centered design evangelist by championing creation and use of interactive best practices, the pattern library, personas, scenario based design, and other design research methodology.

Lead all Information Architecture activities for Crate and Barrel and CB2 brands, including production of IA deliverables (concept maps, competitive audits, schematics, interaction design, and prototypes). Represented the voice of the customer in web analytics reviews, strategic planning, and vendor selection. Created usability test plans, moderation, and analysis.

Acted as the lead information architect for Starwood branded sites, including major redesigns for Westin, Four Points, Le Meridien, and St. Regis. Lead IA for the On Demand team, quickly implementing small-scale projects in response to brand needs or for iterative concept testing. Designed the user interaction for an internal web application used by Starwood properties to manage room inventory, rate plans, and promotions.

Created IA deliverables such as schematics and site maps. Designed templates and hand-coded HTML. Wrote and maintained web content.

Created documentation-including flowcharts, use case scenarios, site maps, schematics, interactive prototypes, and wrote detailed functional specifications. Facilitated requirements gathering sessions with clients and users. Developed test scripts for usability testing, and synthesized and articulated findings. Worked solely on Ford Motor Company account, across a wide variety of projects including Ford Corporate, Financing, and Vehicle Configuration websites and Auto Show kiosks.