Leading creative and UX, I work with the Product Managers, Marketing teams, Designers and Developers to organize the creative and product strategy. I manage the brand design, art direction, organization, flow and user experience design for websites, portals and responsive content modules.

Site Enhancer Portal
& Responsive Content Modules

OBJECTIVE

Create a dealer shopping portal by which individual dealerships can select Edmunds content to display in the context of their own shopping funnels and in support of their sales process. 

STRATEGY

Creating a stand alone portal, Site Enhancer is built to deliver Edmunds content across dealer sites. These content modules are accessed, enabled and managed through the dealer portal. The widgets appear on Vehicle Detail Pages as well as customizable Vehicle Report Drawers. 

ACTION

As lead Creative Director, I worked with the Product Manager, Marketing teams, Designers and Developers to organize the creative product strategy. I managed the look and feel, organization and user experience design for the dealer portal as well as the individual, responsive content modules. These modules include custom Pricing Validation, Edmunds Reviews, Vehicle Dimensions and Feature Highlights.

RESULT

These content widgets are accessed, enabled and managed through the dealer portal. Custom content modules appear on Vehicle Detail Pages as well as the Vehicle Report Drawer. Feedback is overwhelmingly positive as this product gains traction in the market.

Edmunds Home Navigation & Editorial Redesign

OBJECTIVE

Build a more clear communication line to determine what can be learned and discovered on Edmunds.com and provide clean and relevant content organized in a way that is easily digestable.

STRATEGY

Address the Homepage drop-down navigation and Homepage content organization. Address consumer and editorial review content.

ACTION

As lead Creative Director of New Concepts, I developed prototypes for core navigation, content organization and smart search. I worked with the Executive Director of Content, Product Managers, Marketing teams, UX Designers and Developers to realize the creative direction.

RESULT

The Edmunds site redesign launched in early 2017 informed by this direction. Multiple content/page groups utilized my direction to achieve their final results.

OBJECTIVE

Create a lifestyle, community and media hub reflective of modern and progressive families as they exist today inclusive of gay and “non-traditional” family structures.

STRATEGY

Drawing upon community leaders, authors, musicians, business owners and more with ties and support of non-traditional family units, our strategy was to tell the stories and shrink the gap, demonstrating the common threads among us.

ACTION

As Co-Founder and Creative Director, I created the visual design and brand messaging. I led photography and video production as well as advertising and business operations and oversaw development and maintenance of the CMS.

RESULT

Goodkin was a Webby Honoree Award recipient and has morphed into other resources today.