MULTIMEDIA &
SIGNAGE UX.
Orchestrating principal-level Design Ops and Multimedia UX for a 750+ store retail network—driving $100K+ in annual operational savings and bridging legacy print to dynamic digital.
Client
TBC Corporation
Reach
750+ Retail Stores
Role
Manager / Creative lead / Interactive Designer
Methods
Mentorship · IA · 3D Modo · Photography · Google Ads
Annual Savings
$100K+
Eliminated print logistics overhead
Promo Velocity
85%
Faster promotional lifecycle
Network Scale
750+
Stores synced in real-time
Update Speed
1–3 Days
vs. 4-week "Month-in-a-Box" print cycle
The Objective
Digital Transformation at Global Scale.
I transitioned TBC’s legacy retail operations into an omnichannel digital ecosystem. By bringing creative execution in-house and building scalable digital signage, we drove massive operational savings across 750+ store locations.
View Leadership Evolution
Origins
Originally hired as an Interactive Designer in 2011, I helped launch TBC’s first iterations of e-commerce sites and mobile apps, establishing a data-driven foundation for the retail brands.
Bridge
I was leveraged by the Product Design manager to support and validate new initiatives, serving as a strategic bridge between high-velocity creative ops and systematic product design.
Leadership
Built and managed a multi-disciplinary team, teaching and mentoring junior designers while scaling the digital signage network across 750+ national locations.
Phase 1 · Touchscreen Ecosystem
Scaling to 750+ Locations.
The Impact
The legacy print logistics model took 4 weeks to reach stores. We cut that turnaround down to 1–3 days via digital delivery.
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System Architecture
Architected a modular system using BrightAuthor DS that synced service pricing, seasonal promotions, and real-time appointment data.
Vendor Marketing
Designed and integrated vendor-branded ad units (Michelin, Goodyear, Bridgestone) that co-funded the digital signage network rollout.
Mentorship
Transitioned from individual contributor to manager, teaching junior designers the nuances of interactive signage UX and creative ops at scale.
Real-time service pricing updated via CMS, replacing costly static print boards entirely.
Idle Value Capture
Driving Engagement During Idle Dwell Time.
To reduce kiosk abandonment and maintain brand momentum, my team designed a suite of dynamic motion assets for in-store touchscreens, transforming dead screen time into active vendor advertising and upsell funnels.
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01. Wheel Ads
Screen Saver Ad for the Wheel Visualizer Shop API — looping ambient content that drives upsell while the kiosk is idle, surfacing the wheel visualizer experience.
02. Screensaver Invite
Subtle, ambient call-to-action that invites customers to interact with the touchscreen when it's idle — reducing kiosk abandonment and increasing engagement.
03. Branded Video Bumpers
Branded intro/outro bumpers for marketing videos on YouTube — reinforcing brand identity at every content touchpoint across all TBC brand channels.
Creative Ops · 4–6 Weeks
In-House Production Pivot.
I led the design and pitch for a national trade campaign, successfully winning the budget back from external agencies. Managing this entirely in-house repositioned our internal team as a high-velocity strategic partner.
View Campaign Execution
The Strategy Shift
Originally pitched for external agency execution, the contract was awarded to our internal team—requiring a rapid pivot to in-house production. I owned the end-to-end delivery: from 3D modeling and Modo rendering to on-location warehouse photography and final CMYK print composites.
The Concept
Devised the "Vending Machine" metaphor to position TBC as the ultimate turnkey partner for all tire segments.
Technical Execution
After winning the budget, I owned full 3D production in Modo — from modeling through final print-ready composites — without external agency support.
Operational Impact
Delivered the full multi-brand campaign in under 6 weeks, reducing external agency spend.
Strategic Impact
Repositioned the internal creative team as a capable tactical partner — securing future in-house budgets and establishing a new model for how TBC approached national campaigns.
Multi-segment / application tire ad for TBC Brands for national trade magazines.
Web & CMS
Digital Presence & CMS Enablement.
I executed the complete redesign of TBC Corp's digital presence. tbccorp.com ↗
Beyond web architecture, I managed the end-to-end creative for Google Ads, vendor marketing collateral, and executive-level presentations—leveraging original photography and storytelling to secure stakeholder sign-off.
View WordPress CMS Enablement Scope
Scope
End-to-end design lead — IA, sitemaps, SEO strategy, and WordPress development oversight across multiple brands.
Discovery & Wireframes
Lo-fi wireframes (IA + FPO copy) evolved into hi-fi prototypes for C-suite approval. Content sitemaps tracked all deliverables across brands.
Review & Sign-off
Produced copy-edit Word docs and brand sign-off PDFs with tailored imagery — ensuring multi-stakeholder alignment before build.
WordPress Build
Partnered with external WordPress developers as design lead, owning execution and quality across all brand properties.
Launch & CMS
I worked with Director, Brand Management to coordinate secure deployment with dev and IT. Led CMS training for marketing teams.
Creative Direction
Directed storyboarding and production for the homepage hero video — brand storytelling at the highest-traffic entry point.
Omnichannel Cohesion
Unifying the
Retail Experience.
We learned that digital transformation can't exist in a vacuum. Bringing the physical store journey into alignment with the digital platform required cohesive POP materials across every customer touchpoint.
Cross-Functional Leadership
Aligning Stakeholders
& Operations.
National Marketing
Led internal team to secure national trade advertising budget, successfully pitching against external agencies and repositioning the team as a strategic partner.
CMS & IT
Partnered with IT to securely deploy CMS-enabled websites across multiple brands, fostering efficient collaboration and executive-level alignment.
Retail Operations
Co-led the vendor selection and rollout strategy for in-store touchscreens, ensuring hardware reliability and software usability at scale.
Leadership & Mentorship
Mentorship &
Creative Operations.
Mentorship
Hired and led a multimedia team of 6 junior and mid-level designers, teaching them the technical nuances of interactive UX and operational creative delivery.
Operational Strategy
Leveraging my roots as TBC's original Interactive Designer, the Product Manager frequently requested my input on UI/UX to validate new platform initiatives and early-stage prototypes.
Creative Production
Empowered the creative team to internalize high-level production by optimizing workflows and leveraging deep brand knowledge—matching external agency standards while maximizing cost efficiency.
Reflections
Breaking the
Linear Path.
My era as a Multimedia Manager was a foundational period of immersion in systems-level thinking. Building on my previous management experience, I viewed this role as a critical bridge—learning how to scale design decisions across 750+ locations while maintaining the technical intimacy I developed as an Interactive Designer.
Operational Velocity
Learning to move from "days to hours" in a 750-store environment shaped my focus on high-efficiency Design Ops and localized UX strategies.
Mentorship as Scale
Transitioning from "doing" to "teaching" allowed me to multiply the team’s impact, a core principal-level behavior I carry into product design today.
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