Hello. My name is Lou.

A good UX case study is my idea of a bedtime story. 

I’m a big picture thinker. Creating solutions to UX problems gets me out of bed every morning. I understand user motivations, emotions and goals. I work with researchers, designers, developers and stakeholders to bring products to life.

I've worked with many businesses and organizations, and I've learned that user experience is strategy. It’s what gives your customers the delightful experience that achieves their goals, and yours. It's the difference between a deeper click or a bounce, success or failure.


This is where it all begins. I take deep dives with existing systems, users, and stakeholders. I audit, interview, inventory, survey, observe, analyze and document my findings. I develop personas and test usability. And I believe you can learn just as much from a research report as you can from conversing with a user.

User Personas

Persona Documentation

Missing attributesContent Inventory

Registration process

Process Flow

Survey ResultsSurvey Results

24 HOB email summary

Template Documentation


Persona Presentation

UX Strategy

This is where I map out a big picture, connecting the dots from where we are to where we’re going. What stays, what goes, what changes, and why. Information architecture docs and ideal journey maps keep things organized for the team, while simplified explanations keep stakeholders in the loop.

Event Lead Capture Flow

Campaign Flow 

Product Flow

Process Flow

Texas Pete Site Map V2

Site Map Overview

IA Overview

IA Overview

Registration Processes

Process Flow

Lead Capture Explanation

Data Capture Presentation


Template Overview

UI Design & Prototyping

Then the rubber hits the road. Interfaces are wireframed. Prototypes bring products to life, and personality is added with visual design. Products are tested. And tweaked. And tested.


Category Flow Wireframes

Char Broil Community and Learn Index

Index Options

UX Adjustments

Design Iteration

Pre Registration Steps

Process Interface Wireframes

Product Search Feature

Search Feature Interface


Template Recommendations 


High Fidelity Wireframe


Usability Testing

Case Study

24 Hours Of Booty, a user-centric website and systems process upgrade. This nonprofit wanted to improve the overall experience of registering, donating, and participating in their annual charitable bike races. My job was to lead a multidisciplinary, user-centric UX team.


  • UX Strategy and UX Design
  • User Research, surveys, user testing and systems analysis
  • Front-end development, HTML, CSS, WordPress CMS
  • Documentation with Omnigraffle, Sketch, Invision, Photoshop, Illustrator.
  • Marketing Strategy, campaign planning and execution
  • Analytics & Tracking, Google Analytics, Sysomos social listening
  • Email marketing, campaign development and logic, Hubspot
  • SEM, Paid Search, SEO

Client Experience

  • IBM
  • Char-Broil Grills
  • Texas Pete Hot Sauce
  • Empire Level
  • Wake Forest University
  • 24 Hours of Booty
  • Saber Grills
  • Trek Bicycle
  • Zeus Tubing