Creating a truly effective site isn't easy. It takes hard work.
On over 100 projects, I have lived and breathed every aspect of the process from user research to development to optimization.
It's all about delivering the right experience to the right user.
Design matters. Design communicates the value you deliver.
With a wealth of experience, I lead projects that satisfy users and business needs.
Let's work together to build something great!Contact Fletcher
Bechtel sought a new web platform to reinforce their corporate communications efforts to emphasize the human side of what they do and their significant efforts towards sustainability, stewardship and community service.
We faced this challenge with unrelenting internal pressure from a company that at its core is engineering focused with an obsession over magnificent structures. The new site also had to be launched on an extremely short time line.
The solution was to develop a tool to create a visual story around each mega project that balanced the presentation of exciting engineering feats with the people who built them and the project's community benefits. With our strategy of building a library of flexible visual components, Bechtel used their new content management tools to integrate photography, videos, statistics and quotes into compelling narratives.
Leveraging this new engaging content to reinforce the positive change, Bechtel achieved a site that supports the alignment of public perception with their efforts.
Role: Website Strategy Project Management Led Design + Development Teams
Committed to putting customers first with responsive and personal service, FirstMerit presented the challenge of bringing this commitment online.
To ensure that widely differing audience types could easily accomplish high business impacting tasks such as opening checking accounts or opening commercial lines of credit, it was critical to eliminate any barriers to these processes.
Key user stories were tested on site with members of each audience type. This occurred in several rounds both during the wireframe stage and again with a full visual prototype.
To ensure that the site development and implementation did not impact usability, eyetracking usability tests were performed on the beta site. A detailed analysis of the usability findings was provided at each stage.
Role: Usability Testing Eyetracking Data Analysis Website Strategy Project Management Led Design + Development Teams
Competing in a very crowded market, Unitrends needed a very aggressive marketing site that would work hard for them to increase lead generation and hard conversions.
Through consulting with their marketing team on an ambitous program of enhancements and refinements, we increased web lead generation by 60% and achieved 120% more trial product downloads. The gains were realized by defining a set of key performance indicators (KPI's) and constantly measuring and testing enhancements against them. By continuously improving the user experience, visual design, calls to action and the content available to users, we were able to support tremendous growth through the site.
Scope: Lead Generation Analytics User Experience Design Search Optimization
Search Engine Optimization
Responsive Web Design
Front End Development:
Content Management Systems:
Drupal, Kentico, and Wordpress
Technical Account Management
Bachelor of Arts, 2005
Dual Major Art History and Studio Art
When I need a break from my screen, I enjoy heading out on the open water for a sail.
I’m a web consultant based outside Boston in Marblehead, MA. As a passionate believer in what the web can do, I get excited by helping clients make the most of their online presence. I have been creating websites since 1998 and have worked in the agency world, for private companies and as an independent contractor.
Most interesting to me is creating websites that are engaging and effective. That means sites that are easy to use, visually stunning and that achieve their desired business objectives. I’ve seen all too often sites that fall flat due to lack of understanding on the part of the architect, designer, developer or business stakeholder. Through my projects, I leverage proven design patterns and analysis of site data to understand what works and to fix what does not. One of the web's strengths is that it enables rapid changes, and there is no reason to not continuously improve your online effectiveness.
Most of all, I want my clients to have a website they are proud of, works well for them and does great things for their brand. By going the extra mile to support my clients, I strive for their satisfaction and believe it will make us both successful.