The Shortest Path to “Scheduled” (B2C)
The Shortest Path to “Scheduled” (B2C)
The Shortest Path to “Scheduled” (B2C)
Principal UI/UX, partnering with the Lead Engineer to design and launch TreadXpress—TBC Brands’ end-to-end tire wholesale platform.
Principal UI/UX, partnering with the Lead Engineer to design and launch TreadXpress—TBC Brands’ end-to-end tire wholesale platform.
Principal UI/UX, partnering with the Lead Engineer to design and launch TreadXpress—TBC Brands’ end-to-end tire wholesale platform.
Year
2011-2018
Year
2011-2018
Year
2011-2018
Client
TBC Corp
Client
TBC Corp
Client
TBC Corp
Industry
B2B/B2C Ecomm + Marketing
Industry
B2B/B2C Ecomm + Marketing
Industry
B2B/B2C Ecomm + Marketing
Role
Manager / Creative Lead
Role
Manager / Creative Lead
Role
Manager / Creative Lead
Duration
7+ Years
Duration
7+ Years
Duration
7+ Years
Brands
Tire Kingdom, NTB, Merchant Tires, Midas, Big O, TBC Brands (B2B Wholesale), NTW, TBC Corporation
Brands
Tire Kingdom, NTB, Merchant Tires, Midas, Big O, TBC Brands (B2B Wholesale), NTW, TBC Corporation
Brands
Tire Kingdom, NTB, Merchant Tires, Midas, Big O, TBC Brands (B2B Wholesale), NTW, TBC Corporation
Websites
TBC Corporation Site
From lo-fi Axure wireframes to secure launch + CMS enablement across multiple brands.
TBC Corporation Site
From lo-fi Axure wireframes to secure launch + CMS enablement across multiple brands.
TBC Corporation Site
From lo-fi Axure wireframes to secure launch + CMS enablement across multiple brands.
UX
IA
Prototyping
Content Ops
Wordpress
Stakeholder Mgmnt
Launch
UX
IA
Prototyping
Content Ops
Wordpress
Stakeholder Mgmnt
Launch
Impact: Delivered two major projects (completed 3 years ago) on time, fostering efficient collaboration and resulting in polished, user-centered websites that met executive expectations.
Impact: Delivered two major projects (completed 3 years ago) on time, fostering efficient collaboration and resulting in polished, user-centered websites that met executive expectations.
What I Did
Prototype → Approval: Built Axure lo-fi wireframes (IA + FPO copy) → evolved into hi-fi prototypes for C-suite sign-off.
Prototype → Approval: Built Axure lo-fi wireframes (IA + FPO copy) → evolved into hi-fi prototypes for C-suite sign-off.
Review Assets: Produced copy-edit Word docs + brand sign-off PDFs with tailored imagery/content.
Review Assets: Produced copy-edit Word docs + brand sign-off PDFs with tailored imagery/content.
Launch + Deployment: Worked with dev + IT to securely deploy on company servers.
Launch + Deployment: Worked with dev + IT to securely deploy on company servers.
Alignment + Tracking: Created a content sitemap to track deliverables across multiple brands.
Alignment + Tracking: Created a content sitemap to track deliverables across multiple brands.
Build Support: Partnered with external WordPress devs; owned design execution across brands.
Build Support: Partnered with external WordPress devs; owned design execution across brands.
Enablement: Led CMS training for marketing/content teams (updates, plugins, maintenance).
Enablement: Led CMS training for marketing/content teams (updates, plugins, maintenance).
Prototype → Approval: Built Axure lo-fi wireframes (IA + FPO copy) → evolved into hi-fi prototypes for C-suite sign-off.
Review Assets: Produced copy-edit Word docs + brand sign-off PDFs with tailored imagery/content.
Launch + Deployment: Worked with dev + IT to securely deploy on company servers.
Alignment + Tracking: Created a content sitemap to track deliverables across multiple brands.
Build Support: Partnered with external WordPress devs; owned design execution across brands.
Enablement: Led CMS training for marketing/content teams (updates, plugins, maintenance).
Process
Discover
Wireframe
Prototype
Approvals
Build Support
Launch
Enablement
Impact: Delivered two major projects (completed 3 years ago) on time, fostering efficient collaboration and resulting in polished, user-centered websites that met executive expectations.
Creative & Visual Design Leadership — Multi-Channel Campaigns + In-Store Experiences
TBC Corporation | Late 2011–2018
Role
I managed a design team responsible for end-to-end visual communication across websites, promotional banners (retail + social campaigns), and occasional print support.
Beyond execution, this initiative helped shift the org toward scalable, cost-efficient creative ops by bringing high-impact vendor product-launch work in-house for touchscreen-first campaigns—reducing print and speeding up promo refreshes.
Cost + time savings: $100K+ print reduction (digital signage) + agency costs avoided (in-house trade ads) • Template-driven promo & Google ad banner production 3+ days → 4–6 hrs avg
I managed a design team responsible for end-to-end visual communication across websites, promotional banners (retail + social campaigns), and occasional print support.
Beyond execution, this initiative helped shift the org toward scalable, cost-efficient creative ops by bringing high-impact vendor product-launch work in-house for touchscreen-first campaigns—reducing print and speeding up promo refreshes.
Cost + time savings: $100K+ print reduction (digital signage) + agency costs avoided (in-house trade ads) • Template-driven promo & Google ad banner production 3+ days → 4–6 hrs avg
I managed a design team responsible for end-to-end visual communication across websites, promotional banners (retail + social campaigns), and occasional print support.
Beyond execution, this initiative helped shift the org toward scalable, cost-efficient creative ops by bringing high-impact vendor product-launch work in-house for touchscreen-first campaigns—reducing print and speeding up promo refreshes.
Cost + time savings: $100K+ print reduction (digital signage) + agency costs avoided (in-house trade ads) • Template-driven promo & Google ad banner production 3+ days → 4–6 hrs avg
Before
Context: Stores relied heavily on printed signage for promos/pricing, requiring frequent reprints and physical distribution to maintain accuracy.
What I observed:
Print cycles slowed down promotional changes and introduced inconsistency between stores.
Updates were costly (production + shipping + labor) and hard to manage at scale.
Stores needed a more dynamic system for accurate, timely customer messaging.
Hypothesis: If we implement a digital signage solution with scalable templates and clear publishing standards, we can update promos instantly, reduce print spend, and improve consistency across locations.
Context: Stores relied heavily on printed signage for promos/pricing, requiring frequent reprints and physical distribution to maintain accuracy.
What I observed:
Print cycles slowed down promotional changes and introduced inconsistency between stores.
Updates were costly (production + shipping + labor) and hard to manage at scale.
Stores needed a more dynamic system for accurate, timely customer messaging.
Hypothesis: If we implement a digital signage solution with scalable templates and clear publishing standards, we can update promos instantly, reduce print spend, and improve consistency across locations.
Context: Stores relied heavily on printed signage for promos/pricing, requiring frequent reprints and physical distribution to maintain accuracy.
What I observed:
Print cycles slowed down promotional changes and introduced inconsistency between stores.
Updates were costly (production + shipping + labor) and hard to manage at scale.
Stores needed a more dynamic system for accurate, timely customer messaging.
Hypothesis: If we implement a digital signage solution with scalable templates and clear publishing standards, we can update promos instantly, reduce print spend, and improve consistency across locations.
After
What we changed:
Co-led vendor + rollout planning.
Led the team that built a modular creative system for:
Digital menu boards (dynamic pricing + promos behind the counter)
Customer-facing touchscreens (guided browsing, coupons, messaging)
Video screen-savers + promo videos (looping when screens weren’t in use)
Why it worked:
Centralized, template-driven publishing enabled quick, consistent regional updates.
Always-on screens increased engagement and reduced print.
Result: Faster campaign pushes, lower costs, scalable in-store communication.
What we changed:
Co-led vendor + rollout planning.
Led the team that built a modular creative system for:
Digital menu boards (dynamic pricing + promos behind the counter)
Customer-facing touchscreens (guided browsing, coupons, messaging)
Video screen-savers + promo videos (looping when screens weren’t in use)
Why it worked:
Centralized, template-driven publishing enabled quick, consistent regional updates.
Always-on screens increased engagement and reduced print.
Result: Faster campaign pushes, lower costs, scalable in-store communication.
What we changed:
Co-led vendor + rollout planning.
Led the team that built a modular creative system for:
Digital menu boards (dynamic pricing + promos behind the counter)
Customer-facing touchscreens (guided browsing, coupons, messaging)
Video screen-savers + promo videos (looping when screens weren’t in use)
Why it worked:
Centralized, template-driven publishing enabled quick, consistent regional updates.
Always-on screens increased engagement and reduced print.
Result: Faster campaign pushes, lower costs, scalable in-store communication.
kiosk screensavers
Sample of videos produced in-house for touchscreen and YouTube Ads
Wheels Ad
Touchscreen Wheel Visualizer Screen Saver Ad for
Screensaver
Screensavers that invite customers to interact with the touchscreen when it’s idle.
Banded Video Bumpers
Branded video bumpers - used to intro/outro our marketing videos on youtube
Wheels Ad
Touchscreen Wheel Visualizer Screen Saver Ad for
Screensaver
Screensavers that invite customers to interact with the touchscreen when it’s idle.
Banded Video Bumpers
Branded video bumpers - used to intro/outro our marketing videos on youtube
Wheels Ad
Touchscreen Wheel Visualizer Screen Saver Ad for
Screensaver
Screensavers that invite customers to interact with the touchscreen when it’s idle.
Banded Video Bumpers
Branded video bumpers - used to intro/outro our marketing videos on youtube
Bringing National Print Campaigns In-House (TBC Brands Trade Publications)
TBC Brands | 4-6 Weeks
Role
TBC Brands (a TBC Corp wholesale subsidiary) invited our internal marketing team to concept and pitch an ad campaign for the two largest tire trade publications—Tire Business and Modern Tire Dealer—work that historically (and otherwise) would have gone to an external agency.
I led a small team through campaign ideation and developed multiple concepts and comps for review. The Vending Machine concept won the assignment, and I expected we’d partner with outside production using the allocated budget. Instead, we were asked to produce the campaign entirely in-house—so I owned end-to-end execution: building the vending machine in 3D using Luxology Modo, conducting on-site photoshoots at our nearby D.C. location, and compositing the final full-page and half-page print ads in Illustrator.
The project repositioned our internal team as a strategic partner, improved turnaround and creative control, delivered meaningful cost savings versus typical agency fees, and helped secure follow-on advertising budget and work for our team.
Miscellaneous
A few campaign and print pieces from before my UI/UX work—shared to show my creative foundation.
Follow-Up Direct Mail Postcard
A reminder “second touch” sent to auto services customers
Same Direct Mail Campaign
A reminder “second touch” sent to auto services customers
Table Tent
In-store table tent promoting online appointment scheduling.
Follow-Up Direct Mail Postcard
A reminder “second touch” sent to auto services customers
Same Direct Mail Campaign
A reminder “second touch” sent to auto services customers
Table Tent
In-store table tent promoting online appointment scheduling.
Follow-Up Direct Mail Postcard
A reminder “second touch” sent to auto services customers
Same Direct Mail Campaign
A reminder “second touch” sent to auto services customers
Table Tent
In-store table tent promoting online appointment scheduling.
More Projects
{
Get in touch
}
Let’s shape what’s next.
Lea Wenban
Senior/Principle Product Designer (UI/UX)
I build robust enterprise experiences—design systems, end-to-end journeys, and clean UI that goes from concept to launch without drama.
That said, I’m a real person who’s easy to work with, keeps ego in check, and loves constructive critique (bring it on!).
Coffee’s on me (virtually) — drop me a line.
The Shortest Path to “Scheduled” (B2C)
The Shortest Path to “Scheduled” (B2C)
The Shortest Path to “Scheduled” (B2C)
Principal UI/UX, partnering with the Lead Engineer to design and launch TreadXpress—TBC Brands’ end-to-end tire wholesale platform.
Principal UI/UX, partnering with the Lead Engineer to design and launch TreadXpress—TBC Brands’ end-to-end tire wholesale platform.
Principal UI/UX, partnering with the Lead Engineer to design and launch TreadXpress—TBC Brands’ end-to-end tire wholesale platform.
Year
2011-2018
Year
2011-2018
Year
2011-2018
Client
TBC Corp
Client
TBC Corp
Client
TBC Corp
Industry
B2B/B2C Ecomm + Marketing
Industry
B2B/B2C Ecomm + Marketing
Industry
B2B/B2C Ecomm + Marketing
Role
Manager / Creative Lead
Role
Manager / Creative Lead
Role
Manager / Creative Lead
Duration
7+ Years
Duration
7+ Years
Duration
7+ Years
Brands
Tire Kingdom, NTB, Merchant Tires, Midas, Big O, TBC Brands (B2B Wholesale), NTW, TBC Corporation
Brands
Tire Kingdom, NTB, Merchant Tires, Midas, Big O, TBC Brands (B2B Wholesale), NTW, TBC Corporation
Brands
Tire Kingdom, NTB, Merchant Tires, Midas, Big O, TBC Brands (B2B Wholesale), NTW, TBC Corporation
Websites
TBC Corporation Site
From lo-fi Axure wireframes to secure launch + CMS enablement across multiple brands.
TBC Corporation Site
From lo-fi Axure wireframes to secure launch + CMS enablement across multiple brands.
TBC Corporation Site
From lo-fi Axure wireframes to secure launch + CMS enablement across multiple brands.
UX
IA
Prototyping
Content Ops
Wordpress
Stakeholder Mgmnt
Launch
UX
IA
Prototyping
Content Ops
Wordpress
Stakeholder Mgmnt
Launch
Impact: Delivered two major projects (completed 3 years ago) on time, fostering efficient collaboration and resulting in polished, user-centered websites that met executive expectations.
Impact: Delivered two major projects (completed 3 years ago) on time, fostering efficient collaboration and resulting in polished, user-centered websites that met executive expectations.
What I Did
Prototype → Approval: Built Axure lo-fi wireframes (IA + FPO copy) → evolved into hi-fi prototypes for C-suite sign-off.
Prototype → Approval: Built Axure lo-fi wireframes (IA + FPO copy) → evolved into hi-fi prototypes for C-suite sign-off.
Review Assets: Produced copy-edit Word docs + brand sign-off PDFs with tailored imagery/content.
Review Assets: Produced copy-edit Word docs + brand sign-off PDFs with tailored imagery/content.
Launch + Deployment: Worked with dev + IT to securely deploy on company servers.
Launch + Deployment: Worked with dev + IT to securely deploy on company servers.
Alignment + Tracking: Created a content sitemap to track deliverables across multiple brands.
Alignment + Tracking: Created a content sitemap to track deliverables across multiple brands.
Build Support: Partnered with external WordPress devs; owned design execution across brands.
Build Support: Partnered with external WordPress devs; owned design execution across brands.
Enablement: Led CMS training for marketing/content teams (updates, plugins, maintenance).
Enablement: Led CMS training for marketing/content teams (updates, plugins, maintenance).
Prototype → Approval: Built Axure lo-fi wireframes (IA + FPO copy) → evolved into hi-fi prototypes for C-suite sign-off.
Review Assets: Produced copy-edit Word docs + brand sign-off PDFs with tailored imagery/content.
Launch + Deployment: Worked with dev + IT to securely deploy on company servers.
Alignment + Tracking: Created a content sitemap to track deliverables across multiple brands.
Build Support: Partnered with external WordPress devs; owned design execution across brands.
Enablement: Led CMS training for marketing/content teams (updates, plugins, maintenance).
Process
Discover
Wireframe
Prototype
Approvals
Build Support
Launch
Enablement
Impact: Delivered two major projects (completed 3 years ago) on time, fostering efficient collaboration and resulting in polished, user-centered websites that met executive expectations.
Creative & Visual Design Leadership — Multi-Channel Campaigns + In-Store Experiences
TBC Corporation | Late 2011–2018
Role
I managed a design team responsible for end-to-end visual communication across websites, promotional banners (retail + social campaigns), and occasional print support.
Beyond execution, this initiative helped shift the org toward scalable, cost-efficient creative ops by bringing high-impact vendor product-launch work in-house for touchscreen-first campaigns—reducing print and speeding up promo refreshes.
Cost + time savings: $100K+ print reduction (digital signage) + agency costs avoided (in-house trade ads) • Template-driven promo & Google ad banner production 3+ days → 4–6 hrs avg
I managed a design team responsible for end-to-end visual communication across websites, promotional banners (retail + social campaigns), and occasional print support.
Beyond execution, this initiative helped shift the org toward scalable, cost-efficient creative ops by bringing high-impact vendor product-launch work in-house for touchscreen-first campaigns—reducing print and speeding up promo refreshes.
Cost + time savings: $100K+ print reduction (digital signage) + agency costs avoided (in-house trade ads) • Template-driven promo & Google ad banner production 3+ days → 4–6 hrs avg
I managed a design team responsible for end-to-end visual communication across websites, promotional banners (retail + social campaigns), and occasional print support.
Beyond execution, this initiative helped shift the org toward scalable, cost-efficient creative ops by bringing high-impact vendor product-launch work in-house for touchscreen-first campaigns—reducing print and speeding up promo refreshes.
Cost + time savings: $100K+ print reduction (digital signage) + agency costs avoided (in-house trade ads) • Template-driven promo & Google ad banner production 3+ days → 4–6 hrs avg
Before
Context: Stores relied heavily on printed signage for promos/pricing, requiring frequent reprints and physical distribution to maintain accuracy.
What I observed:
Print cycles slowed down promotional changes and introduced inconsistency between stores.
Updates were costly (production + shipping + labor) and hard to manage at scale.
Stores needed a more dynamic system for accurate, timely customer messaging.
Hypothesis: If we implement a digital signage solution with scalable templates and clear publishing standards, we can update promos instantly, reduce print spend, and improve consistency across locations.
Context: Stores relied heavily on printed signage for promos/pricing, requiring frequent reprints and physical distribution to maintain accuracy.
What I observed:
Print cycles slowed down promotional changes and introduced inconsistency between stores.
Updates were costly (production + shipping + labor) and hard to manage at scale.
Stores needed a more dynamic system for accurate, timely customer messaging.
Hypothesis: If we implement a digital signage solution with scalable templates and clear publishing standards, we can update promos instantly, reduce print spend, and improve consistency across locations.
Context: Stores relied heavily on printed signage for promos/pricing, requiring frequent reprints and physical distribution to maintain accuracy.
What I observed:
Print cycles slowed down promotional changes and introduced inconsistency between stores.
Updates were costly (production + shipping + labor) and hard to manage at scale.
Stores needed a more dynamic system for accurate, timely customer messaging.
Hypothesis: If we implement a digital signage solution with scalable templates and clear publishing standards, we can update promos instantly, reduce print spend, and improve consistency across locations.
After
What we changed:
Co-led vendor + rollout planning.
Led the team that built a modular creative system for:
Digital menu boards (dynamic pricing + promos behind the counter)
Customer-facing touchscreens (guided browsing, coupons, messaging)
Video screen-savers + promo videos (looping when screens weren’t in use)
Why it worked:
Centralized, template-driven publishing enabled quick, consistent regional updates.
Always-on screens increased engagement and reduced print.
Result: Faster campaign pushes, lower costs, scalable in-store communication.
What we changed:
Co-led vendor + rollout planning.
Led the team that built a modular creative system for:
Digital menu boards (dynamic pricing + promos behind the counter)
Customer-facing touchscreens (guided browsing, coupons, messaging)
Video screen-savers + promo videos (looping when screens weren’t in use)
Why it worked:
Centralized, template-driven publishing enabled quick, consistent regional updates.
Always-on screens increased engagement and reduced print.
Result: Faster campaign pushes, lower costs, scalable in-store communication.
What we changed:
Co-led vendor + rollout planning.
Led the team that built a modular creative system for:
Digital menu boards (dynamic pricing + promos behind the counter)
Customer-facing touchscreens (guided browsing, coupons, messaging)
Video screen-savers + promo videos (looping when screens weren’t in use)
Why it worked:
Centralized, template-driven publishing enabled quick, consistent regional updates.
Always-on screens increased engagement and reduced print.
Result: Faster campaign pushes, lower costs, scalable in-store communication.
kiosk screensavers
Sample of videos produced in-house for touchscreen and YouTube Ads
Wheels Ad
Touchscreen Wheel Visualizer Screen Saver Ad for
Screensaver
Screensavers that invite customers to interact with the touchscreen when it’s idle.
Banded Video Bumpers
Branded video bumpers - used to intro/outro our marketing videos on youtube
Wheels Ad
Touchscreen Wheel Visualizer Screen Saver Ad for
Screensaver
Screensavers that invite customers to interact with the touchscreen when it’s idle.
Banded Video Bumpers
Branded video bumpers - used to intro/outro our marketing videos on youtube
Wheels Ad
Touchscreen Wheel Visualizer Screen Saver Ad for
Screensaver
Screensavers that invite customers to interact with the touchscreen when it’s idle.
Banded Video Bumpers
Branded video bumpers - used to intro/outro our marketing videos on youtube
Bringing National Print Campaigns In-House (TBC Brands Trade Publications)
TBC Brands | 4-6 Weeks
Role
TBC Brands (a TBC Corp wholesale subsidiary) invited our internal marketing team to concept and pitch an ad campaign for the two largest tire trade publications—Tire Business and Modern Tire Dealer—work that historically (and otherwise) would have gone to an external agency.
I led a small team through campaign ideation and developed multiple concepts and comps for review. The Vending Machine concept won the assignment, and I expected we’d partner with outside production using the allocated budget. Instead, we were asked to produce the campaign entirely in-house—so I owned end-to-end execution: building the vending machine in 3D using Luxology Modo, conducting on-site photoshoots at our nearby D.C. location, and compositing the final full-page and half-page print ads in Illustrator.
The project repositioned our internal team as a strategic partner, improved turnaround and creative control, delivered meaningful cost savings versus typical agency fees, and helped secure follow-on advertising budget and work for our team.
Miscellaneous
A few campaign and print pieces from before my UI/UX work—shared to show my creative foundation.
Follow-Up Direct Mail Postcard
A reminder “second touch” sent to auto services customers
Same Direct Mail Campaign
A reminder “second touch” sent to auto services customers
Table Tent
In-store table tent promoting online appointment scheduling.
Follow-Up Direct Mail Postcard
A reminder “second touch” sent to auto services customers
Same Direct Mail Campaign
A reminder “second touch” sent to auto services customers
Table Tent
In-store table tent promoting online appointment scheduling.
Follow-Up Direct Mail Postcard
A reminder “second touch” sent to auto services customers
Same Direct Mail Campaign
A reminder “second touch” sent to auto services customers
Table Tent
In-store table tent promoting online appointment scheduling.
More Projects
{
Get in touch
}
Let’s shape what’s next.
Lea Wenban
Senior/Principle Product Designer (UI/UX)
I build robust enterprise experiences—design systems, end-to-end journeys, and clean UI that goes from concept to launch without drama.
That said, I’m a real person who’s easy to work with, keeps ego in check, and loves constructive critique (bring it on!).
Coffee’s on me (virtually) — drop me a line.
The Shortest Path to “Scheduled” (B2C)
The Shortest Path to “Scheduled” (B2C)
The Shortest Path to “Scheduled” (B2C)
Principal UI/UX, partnering with the Lead Engineer to design and launch TreadXpress—TBC Brands’ end-to-end tire wholesale platform.
Principal UI/UX, partnering with the Lead Engineer to design and launch TreadXpress—TBC Brands’ end-to-end tire wholesale platform.
Principal UI/UX, partnering with the Lead Engineer to design and launch TreadXpress—TBC Brands’ end-to-end tire wholesale platform.
Year
2011-2018
Year
2011-2018
Year
2011-2018
Client
TBC Corp
Client
TBC Corp
Client
TBC Corp
Industry
B2B/B2C Ecomm + Marketing
Industry
B2B/B2C Ecomm + Marketing
Industry
B2B/B2C Ecomm + Marketing
Role
Manager / Creative Lead
Role
Manager / Creative Lead
Role
Manager / Creative Lead
Duration
7+ Years
Duration
7+ Years
Duration
7+ Years
Brands
Tire Kingdom, NTB, Merchant Tires, Midas, Big O, TBC Brands (B2B Wholesale), NTW, TBC Corporation
Brands
Tire Kingdom, NTB, Merchant Tires, Midas, Big O, TBC Brands (B2B Wholesale), NTW, TBC Corporation
Brands
Tire Kingdom, NTB, Merchant Tires, Midas, Big O, TBC Brands (B2B Wholesale), NTW, TBC Corporation
Websites
TBC Corporation Site
From lo-fi Axure wireframes to secure launch + CMS enablement across multiple brands.
TBC Corporation Site
From lo-fi Axure wireframes to secure launch + CMS enablement across multiple brands.
TBC Corporation Site
From lo-fi Axure wireframes to secure launch + CMS enablement across multiple brands.
UX
IA
Prototyping
Content Ops
Wordpress
Stakeholder Mgmnt
Launch
UX
IA
Prototyping
Content Ops
Wordpress
Stakeholder Mgmnt
Launch
Impact: Delivered two major projects (completed 3 years ago) on time, fostering efficient collaboration and resulting in polished, user-centered websites that met executive expectations.
Impact: Delivered two major projects (completed 3 years ago) on time, fostering efficient collaboration and resulting in polished, user-centered websites that met executive expectations.
What I Did
Prototype → Approval: Built Axure lo-fi wireframes (IA + FPO copy) → evolved into hi-fi prototypes for C-suite sign-off.
Prototype → Approval: Built Axure lo-fi wireframes (IA + FPO copy) → evolved into hi-fi prototypes for C-suite sign-off.
Review Assets: Produced copy-edit Word docs + brand sign-off PDFs with tailored imagery/content.
Review Assets: Produced copy-edit Word docs + brand sign-off PDFs with tailored imagery/content.
Launch + Deployment: Worked with dev + IT to securely deploy on company servers.
Launch + Deployment: Worked with dev + IT to securely deploy on company servers.
Alignment + Tracking: Created a content sitemap to track deliverables across multiple brands.
Alignment + Tracking: Created a content sitemap to track deliverables across multiple brands.
Build Support: Partnered with external WordPress devs; owned design execution across brands.
Build Support: Partnered with external WordPress devs; owned design execution across brands.
Enablement: Led CMS training for marketing/content teams (updates, plugins, maintenance).
Enablement: Led CMS training for marketing/content teams (updates, plugins, maintenance).
Prototype → Approval: Built Axure lo-fi wireframes (IA + FPO copy) → evolved into hi-fi prototypes for C-suite sign-off.
Review Assets: Produced copy-edit Word docs + brand sign-off PDFs with tailored imagery/content.
Launch + Deployment: Worked with dev + IT to securely deploy on company servers.
Alignment + Tracking: Created a content sitemap to track deliverables across multiple brands.
Build Support: Partnered with external WordPress devs; owned design execution across brands.
Enablement: Led CMS training for marketing/content teams (updates, plugins, maintenance).
Process
Discover
Wireframe
Prototype
Approvals
Build Support
Launch
Enablement
Impact: Delivered two major projects (completed 3 years ago) on time, fostering efficient collaboration and resulting in polished, user-centered websites that met executive expectations.
Creative & Visual Design Leadership — Multi-Channel Campaigns + In-Store Experiences
TBC Corporation | Late 2011–2018
Role
I managed a design team responsible for end-to-end visual communication across websites, promotional banners (retail + social campaigns), and occasional print support.
Beyond execution, this initiative helped shift the org toward scalable, cost-efficient creative ops by bringing high-impact vendor product-launch work in-house for touchscreen-first campaigns—reducing print and speeding up promo refreshes.
Cost + time savings: $100K+ print reduction (digital signage) + agency costs avoided (in-house trade ads) • Template-driven promo & Google ad banner production 3+ days → 4–6 hrs avg
I managed a design team responsible for end-to-end visual communication across websites, promotional banners (retail + social campaigns), and occasional print support.
Beyond execution, this initiative helped shift the org toward scalable, cost-efficient creative ops by bringing high-impact vendor product-launch work in-house for touchscreen-first campaigns—reducing print and speeding up promo refreshes.
Cost + time savings: $100K+ print reduction (digital signage) + agency costs avoided (in-house trade ads) • Template-driven promo & Google ad banner production 3+ days → 4–6 hrs avg
I managed a design team responsible for end-to-end visual communication across websites, promotional banners (retail + social campaigns), and occasional print support.
Beyond execution, this initiative helped shift the org toward scalable, cost-efficient creative ops by bringing high-impact vendor product-launch work in-house for touchscreen-first campaigns—reducing print and speeding up promo refreshes.
Cost + time savings: $100K+ print reduction (digital signage) + agency costs avoided (in-house trade ads) • Template-driven promo & Google ad banner production 3+ days → 4–6 hrs avg
Before
Context: Stores relied heavily on printed signage for promos/pricing, requiring frequent reprints and physical distribution to maintain accuracy.
What I observed:
Print cycles slowed down promotional changes and introduced inconsistency between stores.
Updates were costly (production + shipping + labor) and hard to manage at scale.
Stores needed a more dynamic system for accurate, timely customer messaging.
Hypothesis: If we implement a digital signage solution with scalable templates and clear publishing standards, we can update promos instantly, reduce print spend, and improve consistency across locations.
Context: Stores relied heavily on printed signage for promos/pricing, requiring frequent reprints and physical distribution to maintain accuracy.
What I observed:
Print cycles slowed down promotional changes and introduced inconsistency between stores.
Updates were costly (production + shipping + labor) and hard to manage at scale.
Stores needed a more dynamic system for accurate, timely customer messaging.
Hypothesis: If we implement a digital signage solution with scalable templates and clear publishing standards, we can update promos instantly, reduce print spend, and improve consistency across locations.
Context: Stores relied heavily on printed signage for promos/pricing, requiring frequent reprints and physical distribution to maintain accuracy.
What I observed:
Print cycles slowed down promotional changes and introduced inconsistency between stores.
Updates were costly (production + shipping + labor) and hard to manage at scale.
Stores needed a more dynamic system for accurate, timely customer messaging.
Hypothesis: If we implement a digital signage solution with scalable templates and clear publishing standards, we can update promos instantly, reduce print spend, and improve consistency across locations.
After
What we changed:
Co-led vendor + rollout planning.
Led the team that built a modular creative system for:
Digital menu boards (dynamic pricing + promos behind the counter)
Customer-facing touchscreens (guided browsing, coupons, messaging)
Video screen-savers + promo videos (looping when screens weren’t in use)
Why it worked:
Centralized, template-driven publishing enabled quick, consistent regional updates.
Always-on screens increased engagement and reduced print.
Result: Faster campaign pushes, lower costs, scalable in-store communication.
What we changed:
Co-led vendor + rollout planning.
Led the team that built a modular creative system for:
Digital menu boards (dynamic pricing + promos behind the counter)
Customer-facing touchscreens (guided browsing, coupons, messaging)
Video screen-savers + promo videos (looping when screens weren’t in use)
Why it worked:
Centralized, template-driven publishing enabled quick, consistent regional updates.
Always-on screens increased engagement and reduced print.
Result: Faster campaign pushes, lower costs, scalable in-store communication.
What we changed:
Co-led vendor + rollout planning.
Led the team that built a modular creative system for:
Digital menu boards (dynamic pricing + promos behind the counter)
Customer-facing touchscreens (guided browsing, coupons, messaging)
Video screen-savers + promo videos (looping when screens weren’t in use)
Why it worked:
Centralized, template-driven publishing enabled quick, consistent regional updates.
Always-on screens increased engagement and reduced print.
Result: Faster campaign pushes, lower costs, scalable in-store communication.
kiosk screensavers
Sample of videos produced in-house for touchscreen and YouTube Ads
Wheels Ad
Touchscreen Wheel Visualizer Screen Saver Ad for
Screensaver
Screensavers that invite customers to interact with the touchscreen when it’s idle.
Banded Video Bumpers
Branded video bumpers - used to intro/outro our marketing videos on youtube
Wheels Ad
Touchscreen Wheel Visualizer Screen Saver Ad for
Screensaver
Screensavers that invite customers to interact with the touchscreen when it’s idle.
Banded Video Bumpers
Branded video bumpers - used to intro/outro our marketing videos on youtube
Wheels Ad
Touchscreen Wheel Visualizer Screen Saver Ad for
Screensaver
Screensavers that invite customers to interact with the touchscreen when it’s idle.
Banded Video Bumpers
Branded video bumpers - used to intro/outro our marketing videos on youtube
Bringing National Print Campaigns In-House (TBC Brands Trade Publications)
TBC Brands | 4-6 Weeks
Role
TBC Brands (a TBC Corp wholesale subsidiary) invited our internal marketing team to concept and pitch an ad campaign for the two largest tire trade publications—Tire Business and Modern Tire Dealer—work that historically (and otherwise) would have gone to an external agency.
I led a small team through campaign ideation and developed multiple concepts and comps for review. The Vending Machine concept won the assignment, and I expected we’d partner with outside production using the allocated budget. Instead, we were asked to produce the campaign entirely in-house—so I owned end-to-end execution: building the vending machine in 3D using Luxology Modo, conducting on-site photoshoots at our nearby D.C. location, and compositing the final full-page and half-page print ads in Illustrator.
The project repositioned our internal team as a strategic partner, improved turnaround and creative control, delivered meaningful cost savings versus typical agency fees, and helped secure follow-on advertising budget and work for our team.
Miscellaneous
A few campaign and print pieces from before my UI/UX work—shared to show my creative foundation.
Follow-Up Direct Mail Postcard
A reminder “second touch” sent to auto services customers
Same Direct Mail Campaign
A reminder “second touch” sent to auto services customers
Table Tent
In-store table tent promoting online appointment scheduling.
Follow-Up Direct Mail Postcard
A reminder “second touch” sent to auto services customers
Same Direct Mail Campaign
A reminder “second touch” sent to auto services customers
Table Tent
In-store table tent promoting online appointment scheduling.
Follow-Up Direct Mail Postcard
A reminder “second touch” sent to auto services customers
Same Direct Mail Campaign
A reminder “second touch” sent to auto services customers
Table Tent
In-store table tent promoting online appointment scheduling.
More Projects
{
Get in touch
}
Let’s shape what’s next.
Lea Wenban
Senior/Principle Product Designer (UI/UX)
I build robust enterprise experiences—design systems, end-to-end journeys, and clean UI that goes from concept to launch without drama.
That said, I’m a real person who’s easy to work with, keeps ego in check, and loves constructive critique (bring it on!).
Coffee’s on me (virtually) — drop me a line.