L. Steven Pashley's Interactive Design Portfolio

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Steve Pashley is an innovative and responsive design professional with more than ten years of experience providing Graphic Design, Visual and User Experience Design services for national and international clients.

Steve has spent the last ten years working as a graphic designer, visual and user experience designer. The majority of that experience has been focused on visual design and user experience for ecommerce clients.

Steve worked as a design consultant for GSI Commerce, working on NASCAR, Reebok, Timberland and various other ecommerce sites.

Additionally, Steve spent 2 years working for Lenox Group Inc helping to refine and improve the Lenox.com shopping experience eventually earning the title of Web Design Director. During tenure at Lenox, online sales more than doubled from $14 million to over $30 million.

Since that time, Steve has worked as a graphic designer, visual design and user experience consultant for clients including Spencer Gifts, LLC, The NephCure Foundation and others.

Work Experience:

LSP Interactive

Creative Direction, Website Design, XHTML/CSS Development

March 2007 to Present

LSP Interactive is the operating name for the freelance design business launched by L. Steven Pashley. LSP Interactive provides user experience, design and development services to clients including Spencer Gifts, Spirit Halloween, Lenox Group Inc. and others.

Accomplishments

• Provide online marketing and design consulting for SpencersOnline.com and SpiritHalloween.com.
• Responsible for creating design solutions that maximize the Spirit brand experience and drive online sales through increases in conversion, average order value and total sales.
• Implemented redesign of SpencersOnline.com
• Provided creative direction and user experience design for the new website.
• Directed a team of in-house and external design and development agencies and vendors through the redesign process.
• Designed site architecture, site maps, wireframes, user experience documents and style guides.
• Wrote front-end HTML and CSS, coordinated with external development agency to integrate front-end code with new .Net back-end.
• Implemented redesign of SpiritHalloween.com.
• SpiritHalloween.com sales have nearly doubled since a 2008 redesign focused on improved usability with the addition of social networking tools, enhanced SEO efforts and implementation of other third party tools.
• Enhancements include an improved user experience; improved site architecture and integration of new interactive options including flash zoom and drag, concept shops for feature product lines and video of select products.
• Developed site architecture including site maps, wireframes, user experience documents and style guides.
• SpiritHalloween.com sales have nearly doubled since a 2008 redesign focused on improved usability and with the addition of social networking, enhanced SEO efforts and other third party tools.
• Designed a new client-facing website and corporate intranet for the Franklin Credit Management Corporation. The new sites have exceeded client expectations and led to an increase in the use and value of the intranet for customers and internal clients. Due to the effectiveness and positive response, Franklin has begun to plan for a new commerce-enable consumer website to launch in early 2009.
• Developed consultant relationships with, and provided design and development services for, a number of clients including Lenox Group Inc, CMF Associates, Ra Security Systems and others.
• Provided design services for agencies including Empathy Labs, Stafford Consulting, Wilkinson Media on a consultant basis.

Lenox, Inc.

Web Design Director

May 2005 to March 2007

Responsibilities include project management and design of Lenox, Inc. websites including Lenox.com, AlltheHoopla.com and Dansk.com. Develop online marketing programs, manage all design projects and implement all online marketing and promotions. Provide Art Direction to freelance, contract and in-house design staff including Interactive Designers and Web Production Artist. Provide all routine site maintenance and implement designs for all Lenox, Inc. websites.

Accomplishments

• Completed redesign of Lenox.com. As a result of the redesign, conversion rates have increased to greater than 5% and sales have increased dramatically since the relaunch.
• Lenox.com redesign implemented with transition to css-based design and minimum table usage with the goal of increasing standards compliance.
• Managed ongoing implementation of Scene 7 technologies including dynamic zoom for all 5000 Lenox products, dynamic personalized preview for all Lenox personalized products and interactive e-catalogs.
• Initiated a program of ongoing evaluation, refinement, testing and implementation to Lenox.com, replacing old method of complete annual redesigns. This method, as opposed to complete annual or bi-annual redesigns, reduced design department backlog and reduced costs for site maintenance.
• Managed all aspects of the AlltheHoopla.com site design, implementation and integration of ecommerce functionality through Lenox.com.
• Coordinated a team of in-house and freelance designers, production artists, copywriters and marketers.
• Established project plan, implementation strategy and deliverable schedules. Presented all comps, wireframes and final site elements to senior management. Worked to acquire all necessary approvals from business teams in offices in Pennsylvania and Minnesota.
• Website launched on time and under budget.
• Worked with marketing and IT staff to establish website marketing schedules and set major initiatives, establish plans of action for site growth, gain senior management approvals and deliver final site designs.

GSI Commerce

Interactive Design Consultant

May 2004 to May 2005

Responsibilities include the design of websites, online marketing materials and Flash projects for a variety of clients including Reebok, Timberland and NASCAR.

Accomplishments

• Designed flash-driven interactive room to showcase Timberland’s Authentics line of clothing, boots and shoes. The project allows Timberland to highlight specific products in a unique and user-friendly way. Worked directly with senior management at Timberland to acquire necessary approvals and revisions. Delivered final promotion on schedule.
• Developed Flash applications for Reebok Online store that enabled enhanced interaction. Features include draggable zoom viewing and 360° interactive product views. Presented initial concepts, wireframes and storyboards to Creative and Art Directors for review. Provided cost options for multiple concepts, gathered feedback, designed and delivered final creative.

Stattik Multimedia

Art/Creative Direction, Graphic Design, Website Design and Development

June 2000 to September 2007

Accomplishments

• Established long-term relationship with The Penn Mutual Life Insurance Company. Working first in-house for approximately 6 months and then moving into an outside consultant role, delivered superior print and interactive solutions.
• Cultivated a 4-year consultant relationship with Saint Joseph’s University Athletic Department. Designed media guides, online and interactive promotions for Saint Joseph’s University Men’s Basketball team.

Ergo Marketing Communications

Senior Graphic Designer

November 1999 to June 2000

Responsibilities included a full range of Graphic Design and Web Design services plus Art Direction of freelance designers and production artists.

Accomplishments

• Designed Logos and Brand Identities for Innovative Consulting, Infinite Blue and Lightport, Inc.
• Print and collateral design for IFMA, Lightport, Inc., Mascon International and others.
• Designed Flash tradeshow presentation and website interface for Lightport, Inc.

Education

College:

Arcadia University, 1997-99 Graphic Design Major

Community College of Philadephia, 1995-97 Marketing Major

Contact Information:

Email Address: stevep@lspashley.com Phone Numbers: 215.853.8966 Address:

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