gonitro.com
This is the main marketing web property for Nitro. I directed as well as contributed to creation of all content while working with other marketing leaders to define strategies.
Biggest challenge
Businesses vs. individuals
Speaking to 2 very different customers with a single website experience created a lot of confusion and users often did not get to the right end goal. I led an initiative to create a way for users to self-identify allowing us to direct them to an experience that was optimized for their needs.
Individuals (Consumers) Flow
I created a very simplified experience to highlight the feature set of the product, supported with specific use cases. All flows drove traffic to the cart and trial download pages. After the change, we saw an increase in both trials as well as cart visits which immediately increased online revenue.
Consumer Homepage
The homepage for consumers was focused around the features of the product. I wanted to highlight what the product can do to help an individual do what they need to do and explain the value with specific use case examples.
Business Flow
We worked with our sales team to optimize this experience to better qualify each lead as well as increase the volume of those leads. This experience is focused much more around how Nitro can help improve business as well give the user more confidence by allowing current customers to be our best spokespeople. After the change, we saw an increase in qualified leads, without a drop in online revenue.
Cart design
Purchases are made through a third-party vendor which does not allow for a lot of customization. We are really only able to skin the cart.
Campaign Assets
Nitro runs quarterly content marketing campaigns. I directed the creation of all of the assets as well as all of the creative to drive these campaigns. The campaigns were run both in house as well as through an external vendor.
Sales Kickoffs
I direct and design the production of all company-wide sales kickoff assets. I work with sales leadership to find a theme, then I take it and run with it.
Nitrovana – Smells Like Team Spirit
I had this idea based on sales leadership wanting team building to be the main focus. I created the whole event around an album release party.
Each attendee’s nametag was a VIP ticket, which included icebreaker questions (i.e. “Best show you’ve ever been to”) which made a massive impact in bringing together reps from all over the globe.
I turned the schedule into an old school CD case. Inside was an invite to the all company party at the end of the sessions.
Nitro Training Camp – Creating Champions
The goal for this session was to focus on the customer and making them as successful as possible. I pitched the idea of helping the customers “win a championship. We created player cards for 12 featured customers, and where player stats would usually appear, we put the stats of their contracts so reps can use them as a reference.
This kickoff was themed around training camp, including a spring training inspired logo.
![](https://ericgnelson.com/wp-content/uploads/SKO-training-schedule.png")
The schedule was meant to feel almost like a game day program as well as a stat sheet.
AER Nitro – Acquire. Expand. Retain.
Acquire, expand and retain was already the goal for year coming from sales leadership, so the theme came directly from that. AER Lingus was the main inspiration, so everything else was based around travel. I also built a microsite with the schedule and recordings of past sessions to be used to reference later.
I created an entire airline to be used as the basis for most of the collateral, including boarding passes for nametags.
The schedule was made to look like a passort and included a map of the locations of various different events so out-of-town attendees could have some direction.
Annual hoodie designs
Each year, every employee gets a holiday gift which includes a Nitro hoodie with a custom pop-culture themed graphic. Each year I would also include a handful of company culture contributors to assisst with the concept brainstorming.
Website
I wanted the overall aesthetic to clearly convey the human elements of the company, which is a key differentiating factor from other job search sites, so I hand drew a lot of the graphics.
Browse and filter companies
Rather than just putting terms into a search box, users can discover new companies by filtering industries, location, job type and culture attributes. My favorite part is that users can see the number of company cards change as they check and uncheck selections within each tab.
Company profiles
I designed and built a template for delivering a large amount of information about a company without creating a sense of being overwhelmed. The trick was also giving each profile a unique look without distracting from the information while also being created by a non-designer.
User signup questionnaire
Part of the signup process involved gathering information from the user that could then be used to find them the companies that fit them best. By having it only be a 5 step process, we were able to gather a lot of differentiating information without an insanely long, drawn out process.
Podcasts
I created a media library for podcasts that discuss all sorts of topics from insider company culture discussions, to how-to’s on resume writing and interviewing.
Objective
Design an app that will help people reduce stress by incorporating anxiety reducing exercises into their daily routine.
As the lead designer, I designed the entire user experience from wireframes all the way through the final design. I also wrote all of the styling code for the app. I wanted the app to feel very calming and relaxing but also have a bit of a medical feel to add some credibility.
Main sections
The app has 3 main areas. There is a library of practices, a calendar to help stay on track, and written content to educate users on the science around the causes of stress as well as how to control it.
Practice are grouped by category
The exercises and practices are broken down into 6 categories. Each category contains audio, video, and written content.
Calendar
Users can create a schedule to help them say on track. They can also see which days they completed or missed a scheduled practice.
Individual practices
Each practice includes the ability to rate and comment. Users can share their thoughts on each practice to find which ones work best for them.
Education section
Users can learn more about how and why these practices work as well as the causes of stress and the science behind it.
Users can track their progress
As users continue to use the app, their progress is tracked so that they can start to see trends and learn which practices work best for them. The graphs are created using Flot.
Partner versions
These are white label versions of the app that companies and organizations can distribute to their employees and members. I design a custom theme for each one.
Website
The website is used both for marketing as well as a location to buy and manage partner versions of the app. I also designed and built a co-branded store for users to buy products offered by authors featured within the app.
Ecommerce website rebuild
As part of an upgrade from Kona Kart to Magento, I created userflows, wireframes and final visual designs for all aspects of the website. I also built some of the Magento page templates as part of the development team.
Online Courses
I created a framework for over 50 online courses and events as well as designed a unique look and feel for each one.
Mobile Apps
I produced the UI/UX and visual design for a mobile app template that functions as a e-book reader/media player for their various types of products. Each product became a stand alone app with added media and content.
E-commerce website redesign
I redesigned the entire website while sticking with the same fixed width, Kona Kart architecture.
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