RING
Reducing Crime
in Neighborhoods
ROLES AND TASKS:
Creative Direction
Mentoring/Coaching
UX Design
Prototyping
UI Design
Art Direction
UX Writing
Brand
Brand Ecosystem Audit and Ownership of Channels of Communication
Product
Lead on eCom, Digital Media and Launch Campaigns.
Team
Staffing Plan, Workflow, Process and Hands-on Design & Production
Results & Stats

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Implementation of Global Creative workflow and Operations across distributed teams. (Brand, Product, Digital and eCommerce)
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Relaunch of Global Brand Guidelines and launch of Ring Design System. This enabled teams to launch business initiatives 1/3 of the time ahead of schedule.
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The simplified Positioning and Vision of Creative Standards helped increase NPS with Sales.
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Ring.com platform migration and relaunch resulting in 53% increase in the Add to Cart Rate.
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Developed UI & UX Team goals, workflow and processes for in-house teams in the US, Kiev, EU and UAE resulting in higher employee engagement, increased efficiency and on-the-job training.
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Ring Alarm Product Launched, with 15k Unit sales across all channels in the first week - exceeding sales forecast.
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Neighbors App Product Launched with immediate adoption.
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Ring TV Product Launched, with real customer stories.
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StickUp Cam Launched as a social - first campaign resulting in 37% increase in avg order size.
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Updated messaging, and design on Ring.com with a 53% lift in Add to Cart Rate.

Ongoing in-house, hands on support
Ring started as a client in my last role as Executive Creative Director at Five by Five which later turned into an ongoing creative leadership role, with a hands-on approach. Below is a top line summary of my work plan.
BRAND AUDIT
Uncovered 186 different implementations of brand: visually, messaging, packaging, product, UX, UI.
"When you're going so fast, you can't stop and think about a 'brand'."
"It's good enough, just get it out the door."
"We don't have a large world-class marketing team yet, so we need brand police."
Create Consistency with a Scalable Atomic Design System
Flexible Grid for all Design Applications

Simplified Identity Guidelines

Simplified Typescale Across Products and Devices

Simplified Color Palette
Clarity and Consistency in Iconography

Simple Interactions, Unified UI











Consistent Product Photography




Implement a Creative Process and Workflow.
Environment included Sketch, Zeplin, Abstract, PaintCode, Adobe, Axure, Principle, Marvel and InVision.
Launch Products into the Marketplace

Ring Neighbors App











Social Ads that helped neighbors understand how to use Ring Products.

Marketing, Creative & Design Support
(Spotlight Cam Content posted across digital ads and social feeds)

Identity and Iconography of Ring + Amazon Acquisition