I’ve had the chance to not only redesign Customer Creations by not once (2013), but twice (2016). The latest incarnation of this inspirational section came after I was approached by the marketing director and a copywriter to add a user voting to the section to encourage more user engagement. I countered them with “you can’t just add voting and expect this thing to blow up as is, we got to meet them where there at!”

For starters, the title “Customer Creations” had to go. It felt a bit bland, impersonal and a bit more indicative of a product gallery than a creative community. I felt it should be more personal, so we retitled the section “My Label Creations” to do just that.

Sr. Front End Developer / Designer / Art Direction
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