Wayfair’s Joss & Main

Mobile, UI, UX






Annual Revenue


Craft an accessible and engaging e-commerce experience for the home decor enthusiast.

Founded in 2011, Joss & Main became one of Wayfair’s flagship ventures. It’s inception was birthed out of a strategic opportunity to capture revenue from a growing flash sales market, then valued at $4 billion by 2015. With stiff competitors including Rue La La and Gilt, the mission was clear: Get Wayfair into the flash sales business and position the brand to be accessible across a wide user base.

As Design Director I mentored a team of product designers, production artists, stylists and photographers in bringing the vision and product to market.(work shown below was made by the design team)

The Approach

Inspiration at your fingertips.

To be a contender, the brand and user experience had to be inspirational yet tangible. Product offering called for a highly curated inventory to delight home decor enthusiasts. Our core values helped activate and empower everyday consumers to find balance in their homes by achieving the looks found in the pages of high-design print publications. To foster the relationship with our customers, we created personalized product relevancy and a compelling user experience. Powered by analytic data across multiple channels and platforms we aimed to create the “go-to” shopping destination for home decor enthusiasts of all types.

The Brand

Accessible Exclusivity.

Decor in magazines and on television often seems unattainable for the typical consumer. The Joss & Main brand is approachable, informative and inspiring at prices for everyone. J&M helps shoppers live the lifestyle and places the “thrill of the find” at the consumers’ fingertips. Through the combination of a unique product offering, editorial content and an in-house photography studio, we were able to deliver an engaging shopping experience and illustrate the benefits the products would add to one’s home.

The UX

Data Informed

Leveraging Wayfair’s drop ship business model, established buyer/seller relationships and logistics infrastructure, we were able to design a product experience in support of the brand vision and ultimately, from a business perspective, drive conversion and contribute to the bottom line. Our initial UX was designed to drive conversion in a flash sale format and evolved over time. Bringing the brand to life with a rich and textural user interface, we developed a style guide and component system to support both the user and business goals. Out of the gate we leveraged Wayfair’s powerful data and analytics to help inform our decisions in developing the experience. We were able to make a hypothesis based on data, test our designs against a baseline and learn from each iteration, furthering the product evolution.

We found that our users often interacted with style tags and therefore leveraged the category taxonomies to drive user personalization and preferences. Taking that data we were then able to serve customers relevant products, content and style suggestions. We also found that there was high user engagement with instructional how-to’s, and editorials. This discovery spawned the strategy to use actual inventory in the content based experiences helping users go from inspiration to check out and design in their own homes. As a result saw more and prolonged engagement metrics and an increase in conversion to the shopping cart flow. At the time we were surprised to find that 35% of conversion happened over mobile in our mobile web platform which led to the launch of our native app experiences.

The Results

Ultimately we launched an inclusive brand with exclusive prices, reaching a range of consumers, helping them bring decor and design into their homes. Joss & Main became an important part of Wayfair’s business, contributing with a booming $500,000 a week e-commerce business that has developed lasting relationships with its shoppers.

TripAdvisor Design Vision 2016

Branding, Mobile, UI, UX

In 2016, having been embedded on the following teams: Personalization, TravelGuides, User Engagement, and Tours & Tickets, I was inspired by many of the discoveries we uncovered around our users and the travel business.

I presented the following vision document to my colleagues, outlining strategies for the future of the TripAdvisor brand and product experience.

The Problem
The product footprint was wide, yet the overall architecture – vertical. We needed a way to bring many of the existing features together across the business units, and optimize the ux for travel planning behaviors. As a company our success hinged on the ability to transform from an index of travel listings, typically discovered via google search, to a consumer’s go-to for planning an booking travel.

We’ve talked to consumers who find these features helpful. The product is extremely efficient in task based interactions like searching and receiving a list of activities in a city. Travel is more than this and by leveraging the brand’s unique roots in social and community engagement, we would be able to tell a story, page by page, keeping our users coming back, booking, discovering and sharing items in their personalized travel feed.

Project Goals

  • Streamline user experience and re-architecture the TA product hierarchy to better leverage TripAdvisor’s vast yet fragmented digital experience. Provide a consistent, contextual experience across all pillars and platforms.
  • Create a memorable and engaging user experience that assigns appropriate focus in the UX, based on the traveler lifecycle journey – planning, booking and in market experiences, all while better utilizing our existing machine learning engine.
  • Give booking higher visibility through prioritization in navigation and through the introduction of a cohesive visual language that supports a shopping marketplace vibe.
  • True to our roots, through a highly personalized contextual social layer, re-enforce booking awareness in app and through dynamic output to social media. Spawn a new era of highly targeted contextual ads, personalized CRM and sponsorship opportunity.
  • Bring our brand and mascot to life as a trusted travel sidekick able to connect with consumers through chat apps and in connected homes or automobiles.
From our user research and testing we found that travelers tend to think broadly about a destination before jumping into booking. Rather than sticking to business units in determining a UX ( hotels, restaurants, attractions, flights), the re-design provided a destination centric hierarchy where users could intuitively plan a trip around personalized criteria.

Context, Discovery, Inspiration…A user opens the app to find the home screen populated with information about the location they are currently in. The navigation is tabbed to allow a user to discover contextual or global promotions and popular offers. Lastly a user has the opportunity to create a highly personalized experience. By tagging their profile with interests or following a city, they can browse a feed of content from that location as they plan their upcoming vacation.

The app is organized by geographic locations containing hotel listings, restaurants, activities and flights.At this level in the IA, a user can click to follow the city for updates and reviews in their feed.

While working on the personalization team, I was inspired to map a “relevancy engine”. This logic would help TripAdvisor’s evolving machine learning algorithms to contextually populate users’ inspiration feeds.

Users self select interests and follow both user-generated and editorial TripAdvisor content. Engaging with the app, we build a relationship with the traveler who is then able to plan and book better at each phase of their trip: pre-, in- and post-trip.

To build trust with users and craft better ux patterns, the brand required a refreshed visual language. The concept included tweaks to the company logo, updates to our color palette, rules on color usage, a new brand font, and the introduction of branded illustrations.

Keeping users engaged. An example of a redesigned email. Clean, simple and clear.

Bringing our brand and mascot to life as a trusted travel sidekick, connecting with consumers through chat apps, connected homes and smart cars

Atlantic Records

Mobile, UI, UX


Architect the iconic label’s transition to the next stage of music monetization.

What do Sean Paul, Lupe Fiasco and Phill Colins have in common? Aside from crowds of screaming fans, underneath it all, you might be surprised to find their media plans, websites and mobile apps all share similar DNA. As Digital Art Director, I worked with a team of Designers in establishing new solutions and platforms, designed during the rise of smart phones and itunes, on a mission to bring the label into a new era of music monetization.

The Approach

Optimization, Consolidation & Engagement

In 2008, the music industry was shifting. itunes was introduced 7 years earlier and the record labels were starting to feel the effects. The iPhone had recently been introduced and consumers were downloading music in digital formats while the sale of compact discs were dwindling. To combat the shifting market, we designed nearly 100 artist websites optimized for the new ecosystem and increased traffic by 75%.

The UX

Scalable, Modular & Social

Focusing on research and development, our approach to rapid digital design evolved out the era where flash websites reigned supreme. Shifting to scalable, content-managed solutions built on WordPress and social platforms like Ning, we were able to become more nimble and flexible. Ultimately we developed an optimized formula to drive more downloads and extend out consumer reach.

Beyond Web

As the technology available matured, I presented concepts for both Apple TV and iOS helping the label take artists straight into a fans living room or on the go…

Little Leaf iOS App

Branding, Mobile, UI, UX

LittleLeaf is a health and wellness tracking platform for parents who want to set reminders, communicate with caretakers, and keep tabs on their kid’s development.

As designer I presented a proof of concept which included user flows for high-level requirements, app architectures, and a brand style-guide.