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Fusion 360 migration
Team Senior marketing manager: Sean WilcoxProduct manager: Harshit SrivastavaAnalytics: Yumi YangVisual design: Lin LiuUX design: Jason Van Yperen, Jose PaixContent design: David Flemate A product center relaunch Following a successful incubation period, it was time to migrate Autodesk Fusion to the standard product center format utilizing the pattern library developed for optimal performance, improved flexibility…
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Educational access
Easier access for busy IT admins For educational institutions, IT Admins enable access to Autodesk products for students and teachers at scale. Reducing complexity about available consumption models removes friction and streamlines the selection process. Team Product designers: Erin Dang, Joel JudalVisual designers: Lin Liu, Rosemary M., Kate LeeContent designer: David Flemate Problem Understanding the…
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The buy team
Optimizing subscriptions and simplifying payment Responsible for optimizing subscriptions, renewals, and introducing new payment options to streamline and enable direct purchase globally. The Buy Team Product managers: Jeong Sohn, Jess Corr (partial list)Business Intelligence Analyst: Yumi YangVisual designers: Lin Liu, Rosemary M., Kate LeeUX designers: Angelynn Nakaguchi, Alice YangContent designer: David Flemate Pay by invoice…
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Product comparisons
Streamline the comparison experience The Gateways pod Product manager: Emily Mattevi, Bengisu KuscuWeb publishing: Jean-Francois EthiereCommerce Insights: Pratyush Vaishnavi eCommerce Manager: Trey SabatelliAnalytics: Yumi YangVisual designer: Lin LiuUX designer: J.Y. LiewContent designer: David Flemate Problem Search engine results were not optimized Customers expressed difficulty finding system requirements Lack of transparency in pricing and product differentiation…
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The Kahala blog
A blog to promote events and news as part of the 50th Anniversary.
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Kahala newsletter
The Epitome was an email newsletter promoting special events and pricing at restaurants and services located inside The Kahala, catering to a local audience who resided on the island of Oahu.
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Kahala microsite
Management used the opportunity of the 50th Anniversary to promote and inform new guests of the long tradition of aloha as well as the impressive lists of stars and international royalty who’d visited over the years
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Gateways pod
Optimizing high traffic landing pages The gateways pod was charged with optimizing and prioritizing updates to all high traffic landing pages. Based on research, analytics, and page performance, strategic goals were identified and the gateways team set about optimizing those customer experiences. Team Product manager: Emily MatteviWeb publishing: Jean-Francois EthierResearch: George KomskyeCommerce: Trey SabatelliVisual designer:…
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saveUP
An early pitch deck prepared in 2011 for the founder of saveUP, Priya Haji, to present to investors a program encouraging saving through use of a mobile app. Essentially to incentivize the benefits of rewards with various partners, such as Expedia. The deck included screen mockups of the mobile app and possible scenarios for personalizing…
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The Kahala Meeting & Incentives
A campaign targeting incentive and event planners that included email, direct mail and travel agent websites
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The Kahala display ad
Display banner ad promoting YouTube channal.
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Max case study
Managing critical documentation for FDA approvals.
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Max system manager
HTML-based UI for the flagship ERP product MAX for Windows. This represented the first appearance of a browser-based UI for launching the client-server suite.
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IronKey landing page
New product landing page ideation for hardware encryption devices and flash cards targeting financial and IT technical buyers.
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Tone Stonies CD art
The artist known as Shaky Ceasefire asked me to help him create some art work for two of their CDs. The Tone Stonies 2011 release Absolutely freaks The Tone Stonies 2016 release Needle in the Tone Arm
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Morgan West logo
Santa Monica-based Morgan dealership branding and collateral
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IronKey landing page
Hero image design explorations
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nCipher slide deck
Branded slide deck template with product marketing content to position the company as the leaders in hardware and software encryption along with basic design system guidance.
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Thales CryptoStor Tape
Display banner advertising
Author: David Flemate
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work
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Fusion 360 migration
Team
Senior marketing manager: Sean Wilcox
Product manager: Harshit Srivastava
Analytics: Yumi Yang
Visual design: Lin Liu
UX design: Jason Van Yperen, Jose Paix
Content design: David FlemateA product center relaunch
Following a successful incubation period, it was time to migrate Autodesk Fusion to the standard product center format utilizing the pattern library developed for optimal performance, improved flexibility for optimization, A/B testing, and scalability.
The results following the completion of the migration included:
- 20% increase in trial starts
- 8% conversion improvement year-over-year
Integration of comparisons to legacy products and the collection 
Relaunch of product center using Autodesk Design Systems pattern library components 
Early prototype -
Educational access
Easier access for busy IT admins
For educational institutions, IT Admins enable access to Autodesk products for students and teachers at scale.
Reducing complexity about available consumption models removes friction and streamlines the selection process.
Team
Product designers: Erin Dang, Joel Judal
Visual designers: Lin Liu, Rosemary M., Kate Lee
Content designer: David Flemate
Problem
Understanding the options available to IT administrators can be complicated
Educational experience consumption models were evolving
Solution
Simplified checkout flows for all audience segments
IT administrator access streamlined
UX uses new comparison pattern library
Results
Reduced time to publish and optimize comparisons
Checkout experience can align with new Mini Cart patterns
Foundation set for easier transition to paid subscriptions
Organized by key audience segments, the onboarding process is tailored for their unique requirements. Using newly updated and standardized product cards to illustrate three primary targets.
Simplified checkout flows for all audience segments Utilizing an existing comparison table to easily compare two new options for IT admins and suggest a newer option.
Subscription options for IT admins with comparison table -
The buy team
Optimizing subscriptions and simplifying payment
Responsible for optimizing subscriptions, renewals, and introducing new payment options to streamline and enable direct purchase globally.
Circa 2021 era slide detailing the evolution of the buy container. The Buy Team
Product managers: Jeong Sohn, Jess Corr (partial list)
Business Intelligence Analyst: Yumi Yang
Visual designers: Lin Liu, Rosemary M., Kate Lee
UX designers: Angelynn Nakaguchi, Alice Yang
Content designer: David FlematePay by invoice
For qualifying transactions, the introduction of financing and a 0% financing offer. Pay by invoice options added new capabilities for self-service customers to finance their purchase.
The 0% financing was a limited time offer to test engagement and whether the order size could be improved.
Introduction of self-service financing
Check out optimization
The launch of the right rail mini cart component represented a major win in the check out design toolkit; mobile-friendly and built with an extensible framework to facilitate a range of options for multiple payment options and incentive messaging.
In-cart recommendations
Data science and ecommerce teams analyzing historical purchase patterns revealed opportunities to recommend related products as a way to increase average deal size.
To detail how combining different products might enable better collaboration, improved documentation control, or faster approval cycles I worked with subject matter experts and technical product marketing leads from each of our featured products to develop preloaded features based on the original product in-cart.
Cart abandonment explorations
A/B testing of messaging to optimize and convert.
Payment options based on location
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Product comparisons
Streamline the comparison experience
The Gateways pod
Product manager: Emily Mattevi, Bengisu Kuscu
Web publishing: Jean-Francois Ethier
eCommerce Insights: Pratyush Vaishnavi
eCommerce Manager: Trey Sabatelli
Analytics: Yumi Yang
Visual designer: Lin Liu
UX designer: J.Y. Liew
Content designer: David FlemateProblem
Search engine results were not optimized
Customers expressed difficulty finding system requirements
Lack of transparency in pricing and product differentiation
Duplicate compare experiences were cannibalizing search traffic
Solution
The comparison page template is added to the pattern library Limit comparison of non-related product families
Curate the most relevant workflows for high-level views
Build a flexible template format
Create components to link to larger comparisions
Provide guidelines on recommended usage
Results
After the success of pilot comparisions, new pattern library templates are built, resulting in reduced time to publish and optimize comparisons
Improved SERP rankings for top Autodesk product comparsions
Increased engagement with product centers and trials
A compare panel component was built with high-level workflow comparisons for use on product center landing pages 
New in-depth comparison options were made available to publishing teams to accommodate comparisons of up to three products -
Kahala microsite
Kahala microsite hero design celebrating the 50th Anniversary of the hotels grand opening.
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Gateways pod
Optimizing high traffic landing pages
Autodesk.com circa 2019 The gateways pod was charged with optimizing and prioritizing updates to all high traffic landing pages.
Based on research, analytics, and page performance, strategic goals were identified and the gateways team set about optimizing those customer experiences.
Team
Product manager: Emily Mattevi
Web publishing: Jean-Francois Ethier
Research: George Komsky
eCommerce: Trey Sabatelli
Visual designer: Lin Liu, Holly Redahan, Kate Lee
UX designer: J.Y. Liew
Content designer: David FlemateAutodesk all products page
The consolidated All products page today (circa 2024) Initial goals
Consolidate the discovery process for visitors searching for Autodesk products.
Develop a filtering mechanism to improve sorting and page load times.
Define and indicate the industry categories and workflows in collaboration with technical product marketing SMEs.
Free trials
Identifying the intent of the visitor streamlined the options available Free trials are an important step in the customer lifecycle. Qualtrics data indicated many visitors were frustrated for a variety of reasons.
Key findings:
Most visitors were actually students looking for free student access
A side effect of the popularity of free student software was canabilization of organic traffic for the commercial product pages
A significant subset only needed a free viewer to open a 3D file
Prioritize affordances for educational access and viewers
We experimented with placement of the Educational access product card and the free viewers card Autodesk viewers
Many of the legacy viewers pages were non-responsive and several viewers were being consolidated or retired. The new Autodesk Viewer was a consolidated browser experience for reading over 80 files.
The DWG Trueview remains a popular tool for viewing one of the most popular file types created by Autodesk, DWG files.
The AutoCAD mobile web app is now being positioned as an entry level version for those needing to edit or collaborate with extended teams at the lowest rate possible for an AutoCAD product.
Product comparisons
Creation of a comparison framework -
saveUP
An early pitch deck prepared in 2011 for the founder of saveUP, Priya Haji, to present to investors a program encouraging saving through use of a mobile app. Essentially to incentivize the benefits of rewards with various partners, such as Expedia.
The deck included screen mockups of the mobile app and possible scenarios for personalizing the Expedia, along with data demonstrating the market opportunity and known facts about spending habits, hopes, and aspirations of the target market.
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Max system manager
HTML-based UI for the flagship ERP product MAX for Windows. This represented the first appearance of a browser-based UI for launching the client-server suite.
-
IronKey landing page
New product landing page ideation for hardware encryption devices and flash cards targeting financial and IT technical buyers.
-
Tone Stonies CD art
The artist known as Shaky Ceasefire asked me to help him create some art work for two of their CDs.
The Tone Stonies 2011 release Absolutely freaks
The Tone Stonies 2016 release Needle in the Tone Arm
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nCipher slide deck
Branded slide deck template with product marketing content to position the company as the leaders in hardware and software encryption along with basic design system guidance.
