American Family Insurance was about to kick off a multi-million dollar national brand campaign. They wanted to see the fruits of their labor come to life on their home page and product pages, where they were sending much of their traffic from broadcast spots.

I infused the message of the campaign - "Dreams don't have to be yours to be worth protecting" - into the copy throughout each page to bring the same emotional feel users were getting from the ads they saw. 

Originally, users weren't sure what we meant by "uploading" information from their financial accounts. Our test users thought this would actually take them more time than just entering the information manually.

So we brainstormed a new way to describe the process to users. Using language about "sharing" instead helped people understand the process better, as it more closely matched an interaction they were used to doing every day.

We tested an FAQ help text feature where users could find more information without having to leave the page. In tests, our users expressed a bit of anxiety about sharing financial information with us. Test users let us know they found this feature put them more at ease about the process, and they were more likely to move on to the next step.

Art Van relies heavily on print catalogs, and we wanted to show them how to bring storytelling to life in this format. Here, we visit the Schuler family in their real home filled with Art Van Furniture, showing how a catalog can have compelling, engaging content just like one of their customer's favorite home decoration magazines.

One of the many print explorations my design partner and I concepted together. Our concept was to elevate the everyday moments that happen on and around the furniture in your home with playful scenes and copy. After all, this is where life's most important moments happen. 

Some copy is placeholder, as this idea was shelved for the moment.