[2016]
Google Media Lab
Associate Creative Director, Experience Design
Architecting design optimization
Developing a data-driven framework for rapidly optimizing the impact of web design and communications.
Summary
Partnered with R/GA’s data science leadership team and Google’s Media Lab to plan, architect and design a data-driven workflow and repeatable assessment framework for rapidly optimizing product marketing website design and communications.
To build it, I worked with the heads of R/GA’s global Marketing Science team to identify the factors and elements common across landing pages, then crafted a strategic decision-making system for prioritizing and optimizing their impact on marketing results.
Outcomes
- Developed and deployed a new data-driven workflow and optimization framework for Google’s Media Lab team
- Distributed the framework across R/GA’s global teams working on Google accounts, extending better design optimization practices beyond the original engagement
- Validated the framework with a Chromecast landing-page case study, applying it to real pages and measurably increasing usability and conversion rates