18/02/15

B/E Aerospace Website

Project Team

Discovery, Account Management and Production: Kate Callahan

Art Direction and Design: John Fabrizio

For several years I’ve contracted with B/E Aerospace to maintain content on their website, and add additional sub-sites in WordPress’ Multisite environment as they’re ready. But it all started with a massive research, design and development project that was needed to revitalize the old, archaic B/E Aerospace suite of sites.

After months of stakeholder interviews, digging through data and analytics, competitive analyses, and collaboration – my team and I set about the business of designing and developing a website capable of managing a wide range of content, to be administered by a vast number of non-technical users.

The end result is a robust, custom WordPress build that integrates technically with B/E Aerospace internal tools and resources, and organizes a range of custom content types in a user-friendly way.

The site features a custom contact tool that’s customized based on the Google Maps’ API, and custom product pages that accommodate a completely non-uniform product architecture.

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13/01/15

American Staffing Association Website

American Staffing Association Website Redesign

Project Team

Discovery Research and Oversight, SEO Research and Implementation, Page Production: Kate Callahan

Project Oversight, Strategy, Art Direction and Design: John Fabrizio

Development: Mark Fabrizio

Information Architecture and Copywriting: Roger Rebetsky

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In 2014, the American Staffing Association (ASA) asked John at Fabrizio + Friends to undertake a complete redesign and development effort that would drastically overhaul the association’s digital profile.

With a large list of requirements to satisfy the organization’s multiple audiences and a mountain of existing content and resources, John brought me onboard to lead the research phase, pilot the foundation to an effective SEO program, and support the project through development and production.

Our team of four went to work with the stakeholder team, and an intensive research phase and detailed planning led to information architecture, wireframing and then visual design. Meanwhile, custom development, integration with ASA’s existing member management platform, and a massive copywriting & content migration initiative began.

The end result is a responsive 2,000+ page, feature-rich WordPress site that organizes a range of custom content types in a user-friendly, easy-to-manage way.

Now members, prospective members, companies who need talent and even vendors who serve staffing firms all have a single place to find what they’re looking for.

Results

One year post-launch, the site’s organic search volume was up 51%.

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13/01/15

EverBank

EverBank New Customer Acquisition

Project Team

Strategy, Analysis and Account Management: Kate Callahan

User Interface : John Fabrizio

Development: Carton Donofrio Partners

Tasked with improving cost per new client acquisition, I worked with two primary teams over the course of several months to refine strategy across media, copy and UX for EverBank. We used A/B testing to systematically refine CTA’s and UX, and re-targeting and behavioral technology to increase qualified leads and average value of respondents.

Tactics:

• A/B test tabs versus accordion approach.
• A/B test CTAs.
• A/B test headlines.
• Continually improve display placements based on KPI improvements.
• Measure and optimize.

Results:

Landing page to applicant conversion improved +5% with new design and UX.

Reduced CPA by 21% since the start of the campaign while meeting our volume goals.

CTRs improve from .16% to .59% in markets where the offline advertising is running.

Overall increase in clickthrough from .10-.48% in first 6 months of the year.

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13/01/15

B/E Aerospace Contact Tool

B/E Aerospace Contact Tool

Project Team

Logic and Strategy: Kate Callahan

User Interface: John Fabrizio and Kate Callahan

Design: John Fabrizio

Development: Mark Fabrizio

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One particularly challenging component to the overhaul of B/E Aerospace’s web presence was integrating a contact tool that would meet the needs of a diverse product offering across an even more diverse range of businesses–some users search by region, some by capability, some by name and some by product type.

After several weeks of stakeholder interviews and a robust aggregation of contact content, hundreds of data points were organized logically into a usable table from which a user interface was developed.

The tool uses a custom WordPress post type and taxonomy to filter results based on location, categories and tags and uses Google Maps’ API as the location foundation.

The end result is a tool that is intuitive and usable for any customer or stakeholder seeking contact information within B/E’s infrastructure. Additionally, it was developed to allow integration of contact posts into both products and general pages, and custom shortcodes allow for aggregated lists within certain departments such as Global Support.

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13/01/15

Prolamina Corp.

Prolamina Website and Brand Collateral

Project Team

Strategy, Account and Production: Kate Callahan

Strategy, Art Direction* and Design: John Fabrizio

Development: Mark Fabrizio

SEO and Copy: Renee Lemley and Kate Callahan

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Prolamina Corporation traces its roots back to 1971. The company is now an award-winning, top-10 manufacturer of flexible packaging solutions with three factories and a leading R&D program.

Prolamina supplies the food packaging, health care and industrial/specialty markets with a wide range of structures and manufacturing processes, namely extrusion lamination and flexographic printing technology.

Since the fall of 2013, John Fabrizio and I have partnered with Prolamina to provide brand realignment, strategy, print and online design and development support.

In 2014, we worked to design and develop a website that is reflective of Prolamina’s capabilities and brand. In 2015, an evolution to the website includes a more robust product navigation, SEO optimization, improved conversion tools and an updated look and feel.

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13/01/15

Travel Advantage Network

Travel Advantage Network

Project Team

Strategy, Account Management and Production: Kate Callahan

UX and Website Refresh: John Fabrizio

Development Consulting: Mark Fabrizio

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In late 2014, we completed a website refresh, addressing TAN’s need for increased use of their website. The primary objectives for the project included increasing online revenue by way of online bookings. Our work substantially updated the UX around existing booking tools, and added a few new ones, too.

In addition, front end development improvements addressed a number of technical issues. Most importantly, the site was built to avoid front end server side calls. Additionally, we ensured more efficient use of server resources and better traction in terms of organic SEO.

Results

The launch of the new site nearly doubled bookings in first weekend post-launch, and the trend continued with 44% increase in bookings and 70% increase in revenue first quarter.

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18/02/16

Guardian InGlass Wizard

Project Team

Logic and User Interface: Kate Callahan

Preexisting Website Design : John Fabrizio

Development: Guardian Internal IS Team

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Featured on guardianinglass.com, the tool offers ways for designers to find the right glass for their projects. My challenge was to develop UX logic and wireframes that would allow the user to search through many layers of options while refining in the most personal way possible. Whether they choose to start by application/use, or by color/design—it refines accordingly—and ultimately provides users with calls to action that support Guardian InGlass’ business goals, including increased project leads.

Additional Details:

Utilizes HTML5, CSS3 and JavaScript for visual effects and interactivity
Ability to download and share results
Links to product- and conversion-driven areas of InGlass site

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18/02/16

Guardian SunGuard Tools

Project Team

Logic and User Interface: Kate Callahan

Preexisting Website Design : Carton Donofrio Partners

Development: Guardian Internal IS Team

When the previously-designed and developed SunGuard website was in need of upgraded tools for conversion, we developed a robust product comparison and visualizer tool. My challenge was to develop UX logic and wireframes for both tools using existing data to allow users to search and compare with ease.

Comparison Tool Wireframe

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Glass Visualizer Wireframe

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