Aditazz Design Synthesis Application
Aditazz is an innovative technology and design company in the Building Information Management (BIM) and Architecture, Construction, Engineering (ACE) software platform space. The Design Synthesis Application is a cloud-based architectural design platform that uses a unique objects-and-algorithms approach to define and spec construction-ready rooms, floors, buildings and sites in 3D in the browser. Significant time and accuracy improvements result.
I worked with Aditazz to build their first design team. With the product leaders, I helped spec their new platform. Then I led the design and deployment their MVP Room Editor.
My biggest contributions were spec’ing and implementing a product management process for the entire team, and implementing a Design System built with React.js in coordination with the Engineers.
My role: Product Council, Director of Product Design
Team size: 14
Acquired by Adobe Corp.
As a recently IPO’d ad tech DSP, TubeMogul wanted to grow from a startup mentality to a scalable global enterprise.
Building a user experience design practice and team that could scale to the next level was a top priority.
I was brought on to help build up the processes, talent and standing of UX in a fast-moving environment.
Another challenge was to redesign core workflows and screens for key parts of the platform: Broadcast TV and Internet Video.
I implemented a 3-level approach—strategic, tactical, operational—to foster positive change at different speeds across multiple product groups.
With a redesigned core platform with new design system, Signal, Tubemogul users experienced a contemporary look and feel and significant efficiency gains in setting up and managing ad campaigns.
My role: Director of Product Design
Team size: 6
Pubmatic, a leading SSP, wanted to redesign their legacy apps into a unified platform with consistent look and feel and redesigned workflows (Project Phoenix)
Ad Server
Mobile Ad Server
RTB Marketplace
Buyer Portal
Analytics
Because of my knowledge of media buying and planning and the ad tech industry, the Pubmatic brought me on board to lead a small team in discovery, specification and design for Phoenix.
My role:
Product Manager
Lead UX Designer
Project Manager
Team size: Six
Victorious was a mobile video platform startup in Santa Monica, CA. Their product suite is a content management system (CMS) and mobile applications. I worked with Victorious to design the enterprise CMS and consult on the mobile app experience. The objectives were:
Spec, design and deploy the CMS
Leverage and advise on mobile app design
Debut Victorious’ cutting-edge social media technology
Successful VC Raise: I led the requirements, design, staffing and development of a working demo of the Victorious platform for pitches to VC firms as part of the successful 2014 raise of $23M.
My role: Lead UX and Product Manager
Team size: 4
OpenX is an advertising technology company (SSP) in Pasadena, CA. They are one of the leaders in online display advertising, especially for ad marketplaces, real-time bidding, and mobile advertising. Over time, OpenX had accumulated several web applications. Usability was poor and the look and feel was outdated. I joined OpenX to create a new design and prototype for an updated, unified platform. My contributions were:
Recruit and lead a full-service UX team
Create a new design for the OpenX platform that communicated the power and innovation of the technology
Bring together 4 separate web applications—Ad Servers, RTB Market, Buyer Portal, Reporting—into a unified IA and application architecture
Create a design library that can be leveraged across all Web properties
Create a responsive design that works on mobile
My role: Director of UX
Team size: 5
Acquired by Inrix
ParkMe is a Santa Monica-based startup that is restructuring the parking industry. They operate a two-sided marketplace for parking. Parking operators—private corporations and municipalities around the world—can promote parking better and increase their revenues through the ParkMe platform, which also offers significant operational improvements through data standardization and performance analytics. For consumers, ParkMe is a fun and easy to use mobile/Web app for finding and purchasing parking. I helped ParkMe with a number of projects:
Designing a parking reservations system, a significant new source of revenue
Usability testing to improve the current platform (multiple rounds with usertesting.com)
Prototype and spec new map features
My role: Director of Product
Team size: 6
With two other LA entrepreneurs, I founded and launched SportsGunner. It is a social game that marries the excitement of fantasy sports with the dynamics of the financial marketplace. Players—“gunners”—can buy and sell virtual shares in sports teams like stocks in the stock market. The value of the shares varies each week as the teams go up and down in the major media rankings. Gunners can play by themselves or invite friends to form a league.
I was responsible for turning the founder’s ideas into a simple, exciting, playable game while masking the complexities of marketplace terminology and trades. By this point I was a convert to Lean Startup methodologies, which I used to prototype and test versions of the game with real users. I led the product management and UX functions and recruited and led a team of designers and writers. I worked closely with my CTO partner to spec and build the game. Social media and metrics and measurement were also my responsibility.
My role: Chief Product Officer, Cofounder
Team size: 7
I joined Myspace (then part of News Corporation) to help with the “Futura” platform redesign. This was a systemic rethink of the original Myspace platform that had introduced the world to social media.
I was the Product Manager and business owner of the public home page, called the Splash Page. As part of the Global Product team, I also co-lead additional areas:
The global navigation system
Feature discovery and site circulation
Log ins, registrations and retention
The logged-in Home page with the new social activity feed, and other universal components.
My major accomplishments were:
• Taking the public splash page from concept to launch
• Developing custom ad opportunities with the revenue team
• With tech leaders, increased registrations +13% with Connect with Facebook integration and the “3 free” promo
My role: Principal Product Manager
Team size: 20+
Spot Runner was an LA startup focused on Programmatic TV—bringing Internet advertising technology innovation to the broadcast television industry.
The Malibu Media Platform was an RTB marketplace for buying and selling television advertising time (SSP + DSP).
Cable and Broadcast Television owners could make ad inventory available for programmatic purchase, with control over pricing and distribution.
Media buyers could search for inventory, build broadcast advertising campaigns, bid for and win broadcast time slots, and get comprehensive reporting on airing performance.
Malibu launched successfully with major media agencies running over 100 concurrent, multi-week television campaigns through the platform. Inventory from every major US cable network was available for purchase. The Malibu Media Platform was sold to Harris Corporation.
My role: Lead UX Designer
Team size: 6
