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

Implementation of Global Creative workflow and Operations across distributed teams. (Brand, Product, Digital and eCommerce)
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.
The simplified Positioning and Vision of Creative Standards helped increase NPS with Sales.
Ring.com platform migration and relaunch resulting in 53% increase in the Add to Cart Rate.
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.
Ring Alarm Product Launched, with 15k Unit sales across all channels in the first week - exceeding sales forecast.
Neighbors App Product Launched with immediate adoption.
Ring TV Product Launched, with real customer stories.
StickUp Cam Launched as a social - first campaign resulting in 37% increase in avg order size.
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.

See Old Positioning

"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."

OLD POSITIONING

Ring's mission is to reduce crime in neighborhoods and empower consumers by creating a Ring of Security around homes and communities with its suite of smart home security products: Ring Video Doorbell, Ring Video Doorbell Pro, Ring Stick Up Cam and the new Ring Floodlight Cam.

With these security devices, Ring has created the neighborhood watch for the digital age and continues to keep homes around the world safe.

With Ring, you're always home.

Updated Brand Positioning

Ring is a product innovation company who wants to reduce crime and make neighborhoods safer by bringing easy to use, affordable, effective security to everyone.

See Brand Guide