Digital Design Director
Senior Digital Designer
Senior Art Director
UX
Marketing
Technology / Development
2013-2017
Digital design system
With the traditional side of the brand and marketing continuely evolving, we stripped the brand system down for digital applications — adding responsive behaviors, interactions, error states, etc to components and patterns.
As the agencies Digital Design Director during the creation and maintanence of the system, I partnered with two designers on the digital team (Jeremy Elder and Mike Litecky) to build internal buy-in.
Buy-in from Life Time's technology/development team eventually led to the development of a coded pattern library. Its adoption and momentum led to the sunsequent naming (Core) and light branding of the system. During the growth and evolution of the system, my role shifted to ensuring consistency and collaboration across the growing array of digital projects we worked on.
My Project Role
Design Director
Periodically lead designer
Periodically UI designer
Collaborative UX’er
Member web site
Life Time's primary web site delivers 1 million+ members functional and engaging content in additional to acting as the primary acquisition funnel for prospects. Each Life Time club comes with it's own set of class schedules, services and amenities.
Meeting member needs was predicated on giving them a club-specific experience. Location-specific class schedules could be viewed via a range of broad range of criteria to meet the needs of every member.
My Project Role
Design Director
Periodically lead designer
Periodically UI designer
Collaborative UX’er
Personal training bios
The rise of Life Times member engagement through digital channels created an opportunity to develop an alternative to traditional trainer sales tactics.
Through filtered search, detailed personal trainer bio pages and a member survey, we set out to create better member/trainer matches to lower trainer attrition rates and improve member's PT results.
My Project Role
Design Director
Collaborative UX’er
Prospect Web Site
In collaboration with Life Time development and marketing teams teams, we created unique club pages and multi-level program and class pages.
My Project Role
Design Director
Periodically lead designer
Periodically UI designer
Collaborative UX’er