Concept Incubation

Concept Lead & Creative Director: UI, UX, Prototype, Research
UX Lab 2018-2020

How can Amazon evolve and extend the Alexa multi-modal category to deliver a new suite of core experiences to our customers and unlock new opportunities for first and third party partners to connect in more meaningful ways?

I led the Echo Show 15 concept over multiple years, guiding the team through the production of functional prototypes, in-home testing, initial PRFAQ leadership reviews and PA (product assessment).

At its core, Echo Show 15 is a concept built on the strongest signals we can get from our customers: their personal content, their context, their choices, and the ways in which they control their world. The CX aims to make everyday life easier to manage through persistent, actionable touchpoints on a large format smart display, keeping digital calendars and lists present, like they are in their analog forms.

UX Stakeholder
2020-2021

After conceiving, developing, testing and selling the concept through the organization I transitioned the program to the existing multi-modal UX team. From there I shifted into a stakeholder position attending reviews, participating in launch readiness, and holding the line on key CX findings that were continually challenged.

The final product is an evolution of the concept my team developed and the existing UX, UI, and ID device language. Many of the features we delivered are still in development.

Creative Director, UI, UX, Prototype, Research
UX Lab 2013

Customers were inundated with entertainment options and desperate for help with basic organization, communication, and household management. What role could persistent ambient visual information—like a note or an upcoming calendar event—play in better serving customer needs when paired with Alexa? What types and density of content deliver the most value as context evolves throughout the day?

I created the original vision for the Echo Show and drove the concept forward across multiple teams—Software, UX, Research, ID, and Hardware—through Amazon’s working backwards process, executive presentations, and prototyping to help deliver Amazon’s first multimodal product. Following the Echo Show v1 launch, I continue to explore new initiatives that reduce friction and deliver daily value to customers in this ever-evolving category.

Creative Direction, UI, UX, Motion, Research
MetaDesign 2007

Customers have an incredible variety of drink choices at grocery and convenience stores, but they are limited to 6-8 options in most dining and event spaces. Coke wanted to make all of their products available in every venue without taking up more physical or mental space.

I led and delivered the original CX for Coca-Cola Freestyle, including drink selection, supply management, and accessibility interfaces. The primary design challenge was to get customers through selection and pour—while supporting exploration of new offerings like orange-vanilla Coke and a desire to mix flavors—in under 30 seconds.

The solution—using progressive disclosure to help customers intuitively navigate brand families—is still the foundation of an evolving design that supports 120+ flavor options in the same footprint as a standard 8 fountain dispenser.

More than 50,000 Coca-Cola Freestyle units pour 14 million drinks per day across the United States and internationally.

“When we introduced Freestyle, it was truly a disruptive innovation,” said Hellmann, vice president and general manager, Coca-Cola Freestyle. “Today it’s a billion-dollar business.”

Creative Director, UI, UX, Research
Ammunition 2012

The stethoscope—invented in 1816—was the last tool designed to give every doctor real-time access to the inner workings of their patients. What if every healthcare practitioner had visibility inside the body?

I designed the interface for Sonosite’s visual stethoscope, a hyper portable ultrasound concept. Existing devices were difficult to learn, hard to move from one patient to another, and often in limited supply. The vision was a low-cost, easy-to-use ultrasound device that would allow clinicians of all types to quickly adopt and see inside the body.

The team set out to create an intuitive touchscreen interface for the new category of ultrasound built around a removable tablet. The approach would reduce costs, extend access and enable clinicians to more confidently manage patient care.