Consuelo Ruybal

BROOKLYN NY USA

CREATIVE DIRECTOR, INTERACTIVE STRATEGY

Proposed, and rejected branding

The goal of Marketing Intelligence was to bring existing, but under utilized author and product data together in new ways. Various data sources were combined to enable summary and detailed views allowing this data to be visualized and easier to analyze and act upon. By matching marketing programs to sales and online activity, the marketing team could learn about overall performance of their efforts and judge the effectiveness towards reaching business goals.

In addition, HarperCollins was be able to easily demonstrate to their authors the level of effort that had been put towards the promotion of their books to reach their customers in a digital world.  I was the UI designer on this project tasked with developing the entire style of the site along with finding a way to bring all the charts and graphs it life.

 

Product_default_v1.png

download.jpg

American Express OPEN - LEADS

To expand the number of products and services to their Small Business cardholders, American Express provided access to the service Clickable as one of many card benefits. Clickable offers marketers the ability to "...simplify complex advertising data into meaningful metrics and consumer insights, and demonstrate ROI while making more profitable advertising decisions." However, there were several issue with Clickable's user interface and we felt it was too complex for the market we were trying to serve.  Our original assignment was to skin the existing presentation layer became a process of simplifying and improving the interface. With constant communication and collaboration with the development team at Clickable, the UX team at Digitas was able to make the highest priority changes and still meet the "rebranding" timeline. 
 

consuelo (at) consuelo (dot) com - 646-295-4760 - brooklyn, ny