UI/UX + SYSTEMS
Designing a connected digital experience.
I helped lead ASI’s transition from paper brochures and limited, image-based email communications to a connected digital experience as Xplorie. This began with mapping user journeys to identify key touchpoints and audience needs, researching technologies and tools, defining the necessary deliverables and assets, and developing a plan for execution and launch.
Working with executive leadership to align the experience with business priorities, I designed, built, and maintained an ecosystem spanning websites, 135+ microsites, portals, booking experiences, a knowledge base, destination content, landing pages, blogs, email, and supporting marketing journeys. As a department of one, I also managed the supporting platform accounts and established the file structures and asset organization needed to keep the work accessible, consistent, and manageable, and was a key contributor to the UI/UX of our proprietary product inventory engine, PIE. As the business expanded, I built and led a creative team to continue improving and growing the ecosystem. Across that progression, my work spanned information architecture, wireframes, prototypes, mockups, UI/UX, and content structure—connecting digital experiences with sales materials and event touchpoints to create continuity across B2B and B2C audiences.
TENURE
October 2011 - February 2026
ORGANIZATION
Xplorie, LLC (formerly Amenity Services Inc.-ASI)
ROLE
Director of Creative Development; progression from sole creative contributor to multidisciplinary creative leader
AUDIENCE
Travelers, Property Managers, Owners, Prospects, and Local Activity Providers
DISCIPLINES
Brand Strategy, Creative Direction, UX/UI, Digital Products, Content, Video Storyboarding & Editing, Integrated Marketing, Events, & Creative Operations, AI Tool Integration, team management
SCALE
Websites, 135+ microsites, Blogs, Social Media, Videos, Customer Journey, knowledge base, destination content, & supporting marketing Campaigns
THE CHALLENGE
Make a growing ecosystem clear and adaptable.
The challenge was to make an expanding ecosystem clear for users and more manageable for the teams maintaining it, while preserving the flexibility to introduce new offers and deliver product improvements quickly. The experience needed to evolve alongside the business, keeping pace with changing technology, traveler expectations, and the demands of the travel industry.
RESPONSE
Create a shared foundation with room to change.
I developed shared information patterns, repeatable page modules, and a consistent visual language that connected the ecosystem while accommodating different partners, destinations, and offers. Organizing content around user needs and clear next steps helped travelers navigate their options and gave internal teams a structure they could maintain and expand.
Wireframes, prototypes, and working web experiences aligned stakeholders and translated changing business needs into practical design decisions. Reusable patterns supported new materials, refined sales assets, and faster product launches and improvements—allowing the experience to evolve while maintaining clarity, usability, and brand consistency.
FEATURED PROOF
A connected digital experience for all audiences.
REFLECTION
Designing for change is part of designing for scale.
Working across Xplorie’s digital ecosystem reinforced that a connected experience depends on more than visual consistency. It requires clear information, shared patterns, and an understanding of how people use—and maintain—the system.
As technology, traveler expectations, and business priorities evolved, the challenge was deciding what needed to stay consistent and what needed room to change. That balance shaped my approach: create a strong foundation, make it adaptable, and consider the teams responsible for carrying it forward alongside the people using it.
It’s a perspective I bring to every digital project today—designing for the immediate experience while anticipating what comes next.