For My Love of Fried Chicken

Tim is a design and product executive who leads high-performing teams to deliver results beyond expectations–across startups, multinationals, nonprofits, and Fortune 500s. From brand to product to platform.

And he believe a Friday sharing chicken tenders with colleagues builds a strong team culture.

On the forefront of fast food

America Runs on Dunkin’. And in 2010, the brand’s in-store experience ran on cardboard, magnets, and double-sided tape. Much like most of its competitors.

The brand’s franchise model had led to inconsistent brand experiences from store to store and still hadn’t expanded to the West Coast.

Over the next three+ years, I led strategy, design, and research for the brand’s digital menuboard initiative–from a small pilot to the global standard.

Original Concepts. While leveraging existing assets we shared a bold perspective of what the new menu experience would become.

Original Concepts. Dynamic multimedia and promotions guided guests as they waited to order or pick up.

Original Concepts. From simple boxes into a rich multimedia menu experience.

Static Menuboard Variation. Circa 2010-2011

Pilot Creative. We displayed combos on white background to improve visibility and appeal. Microanimations allowed for brand expression.

Pilot Creative. Southeast Region. Local offerings, like the Kolache allow franchisees controlled customization.

Pilot Creative. Miami Region. Limited Time Offerings and test products like the Chicken Sandwiches added easily.

Pilot Creative. Northeast Region. Multimedia asset were developed with consideration for dwell time.

Original Concepts. Bridging the store and digital experiences via QR codes in 2010.

Great design is measurable — and the minimum is 3% better than the alternative.

Dunkin’ provided us a key research project when it asked us to return to cardboard and magnetics again.

Even after one year of the pilot, some franchisees remained skeptical of the costs of digital menu boards and challenged us to apply our design principles to the static executions.

Challenge accepted…

Test Creative. This version utilized spacing, architecture, and typography from digital.

Circa 2012. Static version post Combo section optimizations.

Additional Dunkin Initiatives

Baskin Robbins

with a weak digital experience and outdated platforms, BR partnered with us to modernize their site and help bring cake ordering online.

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Dunkin' Brands

With national expansion on the horizon, Dunkin partnered with us to redesign/replatform their B2B web presence for acquisition and operations.

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From startup culture to enterprise-grade design capability

After 15 years in agencies, I joined as Head of Product Design to modernize WordStream’s product and build the design practice.

I leed redesign of core ad optimization workflows, launched the company's first design system aligned to React component libraries, and introduced Figma + FullStory across the organization. Built the cross-functional research and insight infrastructure that informed product, marketing, sales, and executive decision-making.

Landing Page Builder Demo

Wordsream Revenue Optimizer [Beta Release]

WordStream Market Insights. An early test of personalized capabilities. AI recommendations were being tested against our in-house SEM experts.

WordStream. Early exploration of new model leading with objectives first.

WordStream "Moonshot". A complete reimagining of the main experience to provide richer data visualization and engagement.

Wordsream "Moonshot". An early stage exploration that later became part of Conversion Toolkit.

Leading design at scale and crafting a vision for the Education Solutions company.

America’s largest private student lender. High-stakes decisions. Complex Regulatory environment.

I led design strategy and execution for all digital products and experiences at Sallie Mae–from marketing through final loan payoff. I set a new standard for design then we made it a system. Products after infrastructure.

Design at Sallie. Who we are and what we do.

Design at Sallie. How we think and how we collaborate.

Legacy at Sallie. Prior to my arrival, the company had built up a lot of design debt.

Brand Color Palette. Partnering heavily with the brand creative team, we crafted a new brand that would work across the entire ecosystem.

Brand Guidelines. Design really challenged the brand. The bold palette worked well in marketing but was poorly received by customers leading to this need.