Creative Director

I led the creative direction for a six-week initiative to refine the Minelab.com shopping experience from discovery to purchase. Tasked with streamlining navigation, enabling transactional next steps, and delivering a best-in-class personalized journey, I guided a team of three experience designers and one strategist. We brought the experience to life through the lens of a novice buyer named Emily, a jewelry maker exploring metal detecting for the first time. Our team crafted a story-driven path that demystified the category and positioned the Vanquish 440 as her ideal entry point while ensuring the solution could scale across buyer types.