Lawrence Lipkin | Portfolio

Lawrence Lipkin | Portfolio
Sting ‘Brand New Day Tour’
Content site / 1999
Challenge:
Compaq wanted to build its brand by sponsoring Sting’s world tour for his ‘Brand New Day’ album.
G
Generate
t excitement
it
t and
d engagementt for
f Compaq
C
as a tech-forward
t hf
d computer
t hardware
h d
b
brand.
d
Insight:
Demo and show, not just tell, how Compaq products were powering Sting’s tour and site.
g
basis to keep
p fans coming
g back.
Deliver exclusive content on a regular
Solution:
Use ‘Songlines’ as a concept thread for the journey a band takes as it tours the world.
Place writers on tour to deliver fresh text, video, and audio on a weekly production calendar.
Build a tool that allows visitors to collect content from the tour into their personal Songline.
Let visitors make their own movies from those assets and share them with friends.
Results:
g over 30K unique
q visitors each month for 18 months.
Site averaged
Fannie Mae – Intranet
Content, Customer Support / 2002
Challenge:
Fannie Mae’s intranet consisted of 25+ sub-sites, with no consistent look and feel.
C t a consistent
Create
i t t framework
f
k for
f driving
d i i collaboration
ll b ti and
d communication
i ti across th
the company.
Insight:
Intranets mirror the social communications and coordination challenges at most large successful companies.
pp
sites.
Rationalize the intranet as a series of inter-connected content and application
Maximize consultative value by creating strategies/systems for governance and maintenance of the implementation.
Solution:
Model the usage of the intranet by various employee types. Design a template strategy.
Create flexible templates powered by Interwoven CMS to drive consistent navigation and presentation.
Deliver a series of workshops to a governance council to help them internalize management strategies/systems.
Previous designs
Gilder Gagnon Howe & Co. – Dot.com
Lead Generation / 2003
Challenge:
Generate highly qualified leads for managed account brokerage services.
Insight:
Differentiate the brand by avoiding stock solutions typically used in the category.
The site can help
pp
prospects
p
self-educate byy delivering
g a needs based dialog.
g
Solution:
Use hand-drawn animated illustration to explain the firm’s investment philosophy.
Lead prospects through a qualifying funnel by asking them to examine their own investing beliefs.
Provide feedback about suitability of the relationship.
Previous design
MessageLabs – Dot.com, Intranet, Extranet
Lead Generation, Customer Support, Content / 2004
Challenge:
MessageLabs decided to use Plumtree as a new portal platform for its Dot.com, Intranet, and Extranet sites.
R
Re-architect
hit t and
d redesign
d i th
the D
Dot.com
t
tto supportt a new b
brand
d llaunch.
h
Extend the Dot.com work into a coordinated design system that would support the other implementations.
Insight:
The buying process in prospect companies requires targeted communications to multiple roles.
p
architecture is defined by
yp
performing
g an inventory
y of all existing
g information types
yp
Template
Solution:
Provide collateral for decision support per role at prospective companies, with extensive cross-linking.
A balanced home page that supported acquisition messaging, and drives to multiple hand-raising applications.
Set of palette and typographical treatments for each property that could inherit from the Dot.com solution.
Easily identified links to route existing customers and partners to their respective properties from the Dot.com.
TD AMERITRADE – Dot.com
Lead Generation, Customer Support / 2006
Challenge:
Two discount brokerages: Ameritrade and TD Waterhouse merged to form TD AMERITRADE.
C t a new marketing
Create
k ti site
it within
ithi 90 days
d
off deal
d l close
l
to
t drive
d i / supportt customer
t
acquisition
i iti ffor th
the new b
brand.
d
Dot.com site leads to the online application which the final stage of the prospect conversion process.
Insight:
A need to clearly state the value proposition for the new brand.
A mirrored structure of the p
private client site ensures that all features and content are adequately
q
y represented.
p
Create an easily maintained structure that supports multiple offers tailored to segments and prospect session data.
Solution:
Simple home page layout that provide a main marketing mantle with supporting offers and customer access.
All pages deliver offers that can become more dynamic based on prospect session data.
Craft a new section communicating ‘Why Choose TD AMERITRADE’.
Articulate three core patterns to drive conversion from marketing pages that represent customer-only experiences.
Map and revise existing content into a new information architecture that is indexed to a set of presentation templates.
Create a web style guide to extend the basic brand guidelines and drive a consistent presentation.
Results:
Deal closed January – 2006 / Site launched April – 2006
10K accounts opened online every week
Previous design
Previous design
TD AMERITRADE – Retail Client Site
E-Commerce, Customer Support / 2006-2007
Challenge:
Two discount brokerages: Ameritrade and TD Waterhouse merged to form TD AMERITRADE.
R idl create
Rapidly
t a new secure client
li t site
it that
th t will
ill provide
id the
th b
bestt off b
both
th worlds
ld tto retail
t il clients.
li t
Minimize attrition from client dissatisfaction with the unexpected changes.
Harmonize user interface differences for every level of the web sites: function, layout, behavior, label, color.
Insight:
Despite similar business models, there were differences in the demographic and technographic populations.
Analyze effectiveness of each site’s sub-applications to understand client commitment to the implementation.
Coordinate a series of releases to gradually deliver change and minimize the pain of learning a new system.
Solution:
Gather qualitative and quantitative data on client feedback for proposed design solutions.
Create a Voice of Customer program to capture requirements for future iterations.
Relentlessly communicate details of the new value proposition and features to soothe any feelings of loss.
Provide implicit and explicit opportunities to customize applications needed to satisfy specific population usage.
Results:
Site released with minimal impact to customer satisfaction scores.
Awarded #1 browser based brokerage site by Barron’s, March 5th 2007.
Site and applications average 300K+ daily trades
trades.
+
=
Previous design
Previous design
Prospective Retail Client
Online Application
www.ameritrade.com
Amerivest.com
Etf center
www.tdwaterhouse.com
Ameritradeplus.com
Chinese translated
izone.com
Accutrade.com
Log-on
AMTD Legacy
Main ‘Unified’
Unified platform
(iZone, Amerivest, UK ,
ACS, Canada variants)
3.6M accounts
Secure site
2.3M accounts
Datek Legacy
Advanced Analyzer
Streamer, Command Ctr.
TradeCentral: Streaming
g & Web
Prospective Retail Client
www.tdameritrade.com
Log - on
Amerivest
Main ‘Unified’ platform (iZone, UK , ACS variants)
6.3M accounts
Desktop Apps:
Streaming tools:
StrategyDesk
StrategyDesk,
Command Center 2
2.0,
0 Streamer
Advanced Analyzer
TD AMERITRADE – Command Center 2.0
E-Commerce / 2007
Challenge:
Redesign the premier active trading platform to serve the merged clients from Ameritrade & TD Waterhouse.
Insight:
Real-time trading in the capital markets demands extremely efficient user input.
These most valuable clients will invest in learning
g and customizing
g applications
pp
to suit their style.
y
Different trading strategies and set-ups demand extreme flexibility out of this ‘cockpit’ type application.
Solution:
Blend the best features from Ameritrade’s ‘Streamer’ with TD Waterhouse’s ‘Trade Central’.
Provide good default views to support common strategies including ‘classic’ version of previous applications.
Support extensive customization of layouts, fields, behaviors, colors, and type sizes.
Create a wizard ‘on-ramp’ to introduce the new application and customize core features during the tour.
Results:
Customer adoption has scaled to 100K+ daily users.
Generating about 15% of DARTs..
Previous design
TD AMERITRADE – Mutual Fund / ETF Landing pages
E-Commerce / 2008
Challenge:
Initial Mutual Fund and ETF landing pages were done very quickly to support the TD AMERITRADE launch.
C t more engaging
Create
i and
d actionable
ti
bl pages, rather
th th
than a simple
i l lilistt off section
ti capabilities.
biliti
Insight:
Support diverse clients: those who know what they want, know the type but not the name, or know nothing.
points: display
p y starting
g inputs,
p , links,, content on the p
page.
g
Increase the number of access p
Solution:
Surface all potential applications and content to begin finding securities.
Prioritize searching, informing, and learning about Mutual Funds and ETFs with flexible promotional column.
Create iconography to improve merchandising TD AMERITRADE’s solutions.
Results:
Received ‘A’ from Emonitor report, beating Fidelity and Schwab.
Previous design
TD AMERITRADE – Education Center
Content site / 2009
Challenge:
Drive incremental growth in trades and assets by deepening customer knowledge and confidence.
D i should
Design
h ld scale
l gracefully
f ll as more content
t t iis added.
dd d
Insight:
Diverse population of investors and traders requires multiple levels of content.
p of coverage
g must be easily
y understood on the landing
gp
page.
g
The breadth and depth
The center should be a hub to coordinate all online / offline channels.
Solution:
Create an engaging homepage interactive ‘invitation’ to showcase different content streams.
Provide a permanent personalized content menu for quick access to courses, and communicate ‘status’ of courses.
Set up multiple avenues for accessing content: by topic, media type with extensive cross-linking
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