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The Gatesman Site

The Gatesman Site

The Ask

In the spring of 2017 the Gatesman site was due for an update. Our team had been seeing some cool trends and technologies that we were excited to try out. The main goals for the new site were:

  • Easy navigation that focused on the most importaint pages for our target audience 
  • Modern look and feel, innovative

Competitive Analysis

For this project I worked as the Lead UX Architect in tandem with Kelsey Pledger, Junior UX Designer. First we defined our target audience (Director level and above in Marketing, Branding, PR, Corporate Communications, etc. Roughly ages 35-54) and then took a deep dive into industry websites to gleam some more insight on the latest trends. A few of the largest findings via the competitive analysis were:

  • Utilize new “always hamburger menu” trend for space and function. Include word “Menu”
  • Reduce number of pages & case studies (all competitors had far fewer than us)
  • Increase the quality of case study content to tell the story
  • Talk like an industry leader. Example using terms like “expertise” over “capabilities”
  • Modern and Clean: Large fonts, background video, full screen scrolls
  • Consistent call-to-action across the site, contact us

Interactive Wireframes

Since the layout of the site was drastically different from the previous layout, we decided to create interactive wireframes to communicate our ideas to the team. This included clickable links and a working navigation.

Check out our Interactive Wireframes >


Working under Matt Axman, Creative Director at Gatesman, I created the interface design for a handful of pages on the site. 

The White House Frontiers Conference 2016

The White House Frontiers Conference 2016

Executive Approval

When your work is being directly approved by The White House, it’s pretty exciting, but challenging. In the late summer of 2016, Gatesman was charged with the task of creating a site for The White House, hosted by Carnegie Mellon University and The University of Pittsburgh. The timeline was very tight, the design and function needed to be simple but innovative, and above all ADA compliant with section 508 and accessible by ALL users.


For this project I led the User Experience efforts, working in tandem with Kelsey Pledger a Junior UX Designer. The site was designed by Matt Axman and developed by Mike Wellman.

This project had a very quick, 3 week turn around. So opposed to our usual phased approach (Discovery, UX, Design, Development) we had to make sure to really work collaboratively which often meant just sitting together, making design and UX decisions in our dev site. 

The direction was “simple but innovative” and was executed with a clean vibrant design and subtle CSS3 animations.

Frontiers Sitemap

StarKist® Website

StarKist® Website

Landing The Job

StarKist® came to Gatesman realizing the importance of responsive design asking if we could retrofit their current website. From experience, I know that this process can take just as much time as rebuilding the site from scratch and advised them to consider a total overhaul. Working with the creative director, Jeff Barton, we did some research into popular modern CPG sites and came up with a few designs to get them excited. As the Lead User Experience Designer on the team, I started with a competitive and comparative analysis with leaders in the CPG arena that included brands like Bumble Bee Tuna, Chicken of the Sea, Hidden Valley, Smuckers, and Uncle Ben.

The Right Structure

We concentrated heavily on information architecture because of StarKist’s extensive product offering. We wanted to make sure that the content was organized in a way that the user was familiar with when purchasing tuna. We discussed all of the options: Do they shop by flavor? Packaging? Size? Price? Focus groups were conducted to gain insights on tuna consumption. In the end, we needed a solution that would make sense for both how the user shopped as well as a structure that would allow growth as StarKist added new products and potentially different seafoods came onboard. In addition, I created user flows for their community area that includes touch points with email and social.


Time Increase in Session Durations

We <3 Charlie

This was a super exciting and fun project for everyone involved. Another large opportunity was to capitalize on such a beloved personality, Charlie the Tuna, and to inject small surprises throughout the site. The team really rocked it. The initial site was designed by the very talented Arther Germer.

House of Tsang® Web Site

With Gatesman+Dave I had the opportunity to help create a web site for the Hormel food brand, House of Tsang®. I was responsible for the creating user experience & visual design along-side a team of developers and other creatives.

The responsive site had a very fast turn around and went from concept to completion in about 6 weeks.

*A very talented concept artist, Dani Kruse, is responsible for all of the pretty illustrations that you see.

Tsang Wireframes

Tsang Sitemap

Tsang Home page Redesign

PPG Industries

In 2013 I was responsible for the both the user experience and the user interface of the new website redesign. I did extensive planning, conducted a detailed competitive analysis, created the information architecture, wireframes, and final design.

During the predesign phase of the redesign conducted a content audit, took inventory of all the current pages on the site and created a sitemap for the future site. This allowed us to get the big picture of how many pages the site contained and easily reorganize the structure to better fit our users needs.

In the past, PPG’s business units were each allowed to create their own web identities. With the new design, corporate was asking that the businesses bring their main identities back into the structure. (This excludes customer marketing sites.) One of the larger challenges was making sure the businesses needs could all be met inside this master structure, and if there were still sites that diverted with their own navigation, how could we promote the “PPG hub.”


The Voice of Color Web Site

I worked on The Voice of Color Web Site redesign in 2011-2012 for PPG Industries. The site includes ~70 page with many dynamic features and is responsive. I drove the launch of from concept to completion and worked with PPG marketing to fulfill their needs and requirements.

I was responsible for project management: managing task and deadlines between team members; information architecture: current content review, new site maps, calibration with copywriter; user experience: competitive reviews, wireframes, user flow; art direction: design and strategy; and development: calibration with off-shore developers.

VOC Site

VOC Sitemap