Comcast Business
Small Business Design Leadership & Web Ecosystem Optimization
Role: Creative Director
Core Domain: UX/UI Design, Creative Direction, Digital Strategy, Design Systems
User Journey Scope: Full Funnel (Learn → Buy → Get)
Executive Summary
As Creative Director, I led cross-functional UX and UI strategy and execution across the full digital web ecosystem for Comcast Business Small Business. Overseeing the end-to-end user experience—spanning discovery, conversion, e-commerce checkout, and onboarding—I directed cross-functional collaboration with sales, marketing, product, development, and engineering teams.
Through strategic discovery, user testing, A/B experimentation, component creation, and global design system integration, I solved complex enterprise business problems while maintaining long-term site health and scalability.
Technical & Professional Scope
| Categorization | Details & Competencies |
|---|---|
| Role & Focus | Creative Director (UX/UI, Product Design, E-Commerce Strategy) |
| Domain Scope | Small Business Web Ecosystem, Acquisition Funnels, Digital Design Systems |
| Cross-Functional Stakeholders | Product, Marketing, Sales, Engineering, Web Development, Copywriting |
| UX/UI & Production Workflow | Discovery, Business Strategy, Wireframing, High-Fidelity UI, User Testing, Production, Site Maintenance |
| Optimization & Mechanics | A/B Testing, User Testing, Component Architecture, Funnel Optimization |
| Lifecycle Stages | Learn (Marketing & Discovery) → Buy (Offers & E-Commerce) → Get (Onboarding & Activation) |
Key Initiatives & Strategic Impact
A. Full-Funnel Web Experience (Learn → Buy → Get)
- Strategy & Discovery: Synthesized requirements from sales, product, and marketing into clear strategic direction, user flows, wireframes, and production-ready designs.
- Campaign & Offer Integration: Oversaw rapid-turnaround and seasonal marketing campaigns, ensuring dynamic offer structures integrated seamlessly into the website architecture without creating UI debt.
- Site Maintenance & Continuity: Maintained site stability and brand coherence across multi-channel campaign releases and product launches.
B. Global Design System & Component Architecture
- System Integration: Enforced visual and interaction standards using a unified design system across every touchpoint of the small business digital portfolio.
- Scalable UI Components: Partnered directly with front-end engineers and web developers to create modular, reusable UI components that accelerated time-to-market for marketing initiatives.
C. Data-Driven UX Optimization & Testing
- User Testing & Validation: Led usability studies to uncover user friction points across key conversion pathways.
- A/B Testing Framework: Implemented structured multivariate and A/B design experiments to validate layout changes, call-to-action (CTA) optimizations, and checkout flow enhancements prior to full deployment.
Workflows & Governance
- Business Goals & Discovery
- Wireframing & UX Strategy
- UI Design & Component Engineering (collaboration with Copy, Dev & Engineering)
- User Testing & A/B Validation
- Production, Rollout & Maintenance
- Product & Sales Alignment: Translated complex B2B offering rules into simplified digital purchasing paths.
- Engineering & Dev Partnerships: Conducted design QA, component handoffs, and ongoing design system governance.
- Copywriting Collaboration: Worked side-by-side with writers to align visual hierarchy with brand messaging and conversion-focused copy.
