CNET

HIGHLIGHTS

Global unique monthly users.

U.S. unique monthly users.

Downloads a year.

OUTCOMES

Increase in social engagement.

Increase in video streams

Rated #1 outstanding booth experience at CES

As the head of design at CNET, I led a transformative redesign effort that unified multiple properties under a singular brand identity, revolutionizing the user experience across various platforms. This historical undertaking marked a departure from CNET’s longstanding yellow and green aesthetic, which had been in place for over a decade.

OVERVIEW

In my capacity as Executive Creative Director and Director of User Experience, I spearheaded all aspects of product design, UX, branding, creative strategy, and marketing design. Led a team of over 16 multidisciplinary designers in both San Francisco and New York. Together, we executed a comprehensive redesign encompassing CNET News, CNET Reviews, CNET Downloads, CNET TV, Shopper, CarTech, Crave, How-To, advertising partnerships, and CNET Special Offers, among others. Our efforts extended beyond visual redesign to include the development and implementation of a global product design system. This system standardized elements such as search functionality, e-commerce features, community and social integration, digital video content, and product reviews, ensuring a cohesive user experience across all touch-points.

In addition to redefining CNET’s visual identity, my team launched a new brand initiative encompassing logo design, brand guidelines, media campaigns, product photography, motion graphics, set design, and multiple trade show experiences. This comprehensive approach not only modernized the brand’s aesthetic but also reinforced its position as a trusted leader in the digital space.

Perhaps most notably, this redesign initiative unfolded amidst a significant acquisition, with CBS acquiring CNET shortly after my tenure began. Despite the challenges posed by this transition, the entire team remained steadfast in our commitment to elevating CNET’s status from trusted leader to one of the most visited sites in the world.

Reflecting on my experience, I consider this one of the most challenging and rewarding endeavors of my career – showcasing how an entire organization, when working in harmony, has the ability to drive impactful change and innovation in the media/technology landscape.