Hired initially as a part-time contractor to help redesign the company’s brand, I was quickly promoted to their Creative and UX Director. Split between building a UX department, my Marketing team redesigned the corporate brand, including their website, print collateral, booth design, and bi-annual user conferences. I had 2 dedicated team members, including a talented Art Director and sharp Copywriter. Together, we modernized the aged brand and set the bar high for our competitors in under a year. With both the new brand and redesigned app, Tk20 made a huge impact in their industry, leading to their acquisition a year later.
When the market started shifting in 2013, Tk20 knew they needed to step it up quickly to stay competitive. They were hesitant to make a splash in the market but knew it needed to be done. This is where I came in. I tackled the challenge from the top and laid a path for future growth and company support. I instilled throughout the entire company the value for good design and the need for a user-centric approach to accelerate our growth. During my time at Tk20, we became one of the top 3 leaders in accreditation management software. We became loud and proud, and got noticed across institutions around the globe.
Software has to move fast to keep up with the competition. Tk20 released an average of 2 product updates per year to the higher education sector. With software as large as Tk20, we needed a new way to ensure our users were prepared. This is where we stepped in. We created a series of campaigns preparing for the largest launch in their company - a complete application redesign. In addition to user education, each year my team branded the annual user conference, including production of all online, print, and onsite media. With my team’s new conference branding, the 2015 conference had a 35% increase in participation, garnering more unsolicited, positive feedback than any other year.