Rockefeller Center is one of the most iconic places in the world, featured in countless films, television shows, and other media. But during a major rebrand, they realized that over the years, Rock Center’s digital ecosystem had become bloated, fragmented, and was negatively affecting profits. My team and I were tasked with completely reimagining their ecosystem by bringing all sites, content, and revenue streams under one domain, all while boosting sales and making a historic tourist spot cool for local New Yorkers. Through an intensive discovery phase, we created a massive architecture that laid the foundation for content, ticketing, leasing, and event planning. Then, through design and testing, we created a truly immersive experience for anyone visiting or living in New York City, leveraging Rock Center’s new brand system. And, to ensure future scalability, we used Gatsby-powered ThemeUI to create a flexible design system. As a result of our efforts, revenue increased by 22% and organic traffic to the new site increased by 100%.

My roles:
• Experience Strategy
• Information Architecture
• Interaction Design
• Visual Design & Art Direction
• Prototyping
• User Testing
• Design System Management
• Documentation & Engineering Hand-off