The Athletic Display Ads Launch - The New York Times

The challenge

Seemingly simple, with lots of decision-making underneath! We introduced display advertisements on the homepage of The Athletic, The New York Times subscription sports website. We aimed to introduce a seamless ad experience (both in function and look) and communicate that ads serve to enhance and complement the sports journalism they enjoy.

The solve

We integrated non-invasive, grey ad banners, being mindful of the placement and size. We created in-product messaging that appeared on Web (at the top of home/league/team pages) & App (at the top of feed), using concise and straightforward language with calls to action to learn more.

Updates to the Subscriber Experience - The New York Times

The challenge

We wanted to zhuzh up the UI text on a subscriber-only modal to successfully communicate their access to monthly “roundups” of popular content while grabbing their attention.

The solve

Utilize information hierarchy to emphasize the subscriber perk while including the finer details underneath. We labeled the action buttons at the top and bottom of the modal to make the action obvious to the user while maintaining our intuitive and precise tone.

“More of Life” Brand Campaign - The New York Times

The challenge

We developed a brand campaign inviting readers to experience more “slices of life” with the Times app. The desktop and mobile text had to communicate the journey our users take when exploring our plethora of articles and suite of products in our subscription bundle.

The solve

To stand out, we incorporated playful elements into the text including typography, fast editing and motion design. I worked with our product designer to draft, develop, and test different variations of string text across ad banners, desktop, mobile. We highlighted the gritty, eye-catching words of the text that highlight the breadth and and how the expansive suite of products — from Games to Cooking to Wirecutter and The Athletic — aims to mean more to more people.

Landing Page Updates and CTA Text- Danone North America

The challenge

Along with Danone North America’s rebrand came the opportunity to update the landing pages and onboarding flow of the corporate website. We aimed to reintroduce our users to the Danone brand. Given Danone is a company centered around innovation and sustainability with an interconnected ecosystem of brands/products, how can we better demonstrate our value and purpose through our website?

The solve

I collaborated with our head designer to create a rotating banner accompanied by images to tackle each element of our brand in a digestible format for our consumers. We wanted to address any confusion around the brands we own and how we function as a company by including an “About Us” section followed by a “Know Our Brands” section while keeping it conversational and cohesive.

Buttons and CTA text - The Shelter in Place Podcast Fellowship

The challenge

During my time as a fellow for the Shelter in Place podcast, I updated their website including tweaking headings for screens, pages, action buttons and CTAs. We wanted to create a simple content pattern to make it easy for potential listeners to subscribe to our email list and stay up to date with new episodes.

The solve

Lead with the most important information and outline the finer details underneath. Finally, maintain our conversational brand voice and incorporate a helpful tone to encourage potential listeners to sign up.