Forms are like cupcakes. Yea, I said it. Cupcakes.


15 + 2 =



My Work



This years Fall Fashion experience was to be “different” than what we had done in the past. Ditching the old ways of thinking by trying to sell this purse or those shoes. We we’re asked to take a more “editorial” approach.  A shoppable “look book”

Working closely with the Associate Creative Director on the project, we came up with what we believed to be a good mix of story and commerce.

Still “in-flux” these prototypes illustrated to Leadership a clear direction in hopes for less rework down the road.





One thing that I’ve strived for since circa 2007 is “mobile friendliness”. While, “Mobile First” seems to be the buzz word as far as web trends are concerned, it’s not always easy. Especially when you are working with a legacy site, whose foundation is rooted on decades old fragile code, and antiquated technologies. We know mobile is the future, but so are realistic expectations and cost effectiveness.

The PD Page project set my sites on tablet. Taking a barely desktop-enhanced experience and converting it into a legible, touch-target friendly one. Larger fonts, white space, and target sizes all played a role in that interim step between mobile friendly and a true RWD experience.

Interactions are also key. You want to give customers an “At-a-Glance” informational guide, but also pay attention to their cognitive load. Display of information, when they desire it. Leading them down the page like you’re telling them a story.



Andrew Lessman is HSN’s highest grossing brand. When he wanted a unique experince for his brand on HSN we went to an outside agency to design it. The comps that came back were static PSD’s and while HSN had agreed to do the development based on these designs, we wanted to be disruptive but also make sure we wouldn’t alienate his core followers.

My responsibility was to covert the design deliverables into a functional prototype for a “guided” usability test to ensure, his products could still be found, and that the value-added features of this new unique experience we’re at least partially vetted before develop began.

The usability test was moderated so some features aren’t functioning.

**NOTE: From the main landing page, navigate the top nav menu from “Health & Fitness” then “Andrew Lessman”.




A snippet of a quote by Jonathan Ive. The full quote reads:

I think there is a profound and enduring beauty in simplicity; in clarity, in efficiency. True simplicity is derived from so much more than just the absence of clutter and ornamentation. It’s about bringing order to complexity.

Jonathan Ive




A friend of mine decided to quit the 9-5 corporate career lifestyle and start his own business. Knowing how stressful this must be I offered up my services to him for his logo and website.

http://www.GatheringGames.com – coming soon