Web

Role

I was the only creative working alongside a software engineer to rebuild the site. I reviewed the old layout, studied competitor and related industry sites, and talked with sales and support teams about their biggest pain points. From that, I designed a UX that served both current users and new prospects.

Challenges

• The old site worked like a company wiki. It was overloaded with information and exhausting to navigate. The new design needed to guide visitors with only what was necessary, while still keeping deeper technical details close at hand.
• The site was updated manually. I pushed for migrating it into a CMS, which was a challenge because it also functioned as a secure hub for doctor referrals, data exchange, and patient communication. That meant strict security protocols and proprietary encryption to stay HIPAA compliant.
• It was built on nested table layouts. A single misplaced tag could break the design, and it made mobile responsiveness impossible.

Concept & Approach

• I introduced a tabbed interface with vertical accordions so visitors could quickly see product features without being overloaded. Technical details were collapsible but still accessible.
• Since third-party CMS platforms weren’t an option, I partnered with the dev team to build a custom CMS on top of Dolphin’s CRM. Together, we mapped out the architecture, naming conventions, and asset directories to ensure scalability. I created wireframes in Illustrator and prototyped in Acrobat Pro, as tools like Figma or Adobe XD hadn’t yet been released. From there, I wrote the front-end markup, built the style sheets, and populated the CMS with assets and copy.
• Moving to div-based layouts in the CMS immediately solved the table issue. For responsiveness, I recommended Bootstrap.

The new site launched in December 2015 in under 18 months. With only two of us managing it on top of other duties, we achieved all stated goals, came in ahead of schedule, and under budget.

Role

This was my idea from the start. I led the creative direction, designing the architecture, UX/UI, and all digital assets.

Challenges

• Building a microsite that doubled as a mobile app so attendees could plan their sessions ahead of the event.
• Using the CMS framework in a modular way so the meeting site ran independently, with its own branding and structure.
• Driving people to the new URL instead of the old meeting page while building excitement and engagement.

Concept & Approach

• We added a schedule tool that let attendees pick classes or presentations, which generated a personalized daily itinerary.
• Creation of a separate directory with its own control panel inside the CMS. This gave me freedom to test features without impacting the main site. It also laid the foundation for the company’s next site update.
• I created a redirect from the old meeting page to the new site, then used social media, press releases, and email campaigns to drive traffic. The shift worked instantly, as visits to the old page dropped off while traffic to the new site took over.

Each year, the meeting carried its own brand identity tied to its host city. I researched local culture, landmarks, and design cues so the promotional materials reflected each destination authentically.

The event sites quickly became some of the company’s strongest marketing tools, building energy and engagement year after year.

Role

I handled all layout and UX for Dolphin’s web properties, building both branded and one-off destinations.

Challenges

Turnaround was often the biggest challenge. Urgent communication sites had to be live within hours. Campaign or conceptual sites had more room for planning but often required additional assets like explainers or infographics. Even so, most microsites were designed and launched in less than a day.

Concept & Approach

For urgent customer or communication sites, I used the CMS framework on a headless page, hand-coding the markup, CSS, and assets to move quickly.

For campaign, product promotion, or conceptual sites, I built more tailored experiences. These were developed in collaboration with stakeholders, with a focus on strategic content and consistent brand alignment. The result was microsites that were fast, functional, and always on-brand.