The Mobile Customer Journey
Cabela's Mobile Customer Journey Infographic
Cabela's was seeing a significant shift in mobile traffic but lacked a clear picture of how customers actually used their phones across the full purchase lifecycle. I synthesized weekly conversion data, annual traffic trends, behavioral research, and outdoor activity patterns into a single branded infographic that mapped the journey from product discovery through post-purchase sharing. The deliverable gave the product team a shared visual language for prioritizing mobile features and made the case for investing in delivery tracking and save-for-later functionality that the current experience did not support.
Footwear Research System
Cabela's carried thousands of footwear SKUs across boots, waders, athletic, and casual categories. Before any design work could begin, the team needed a shared understanding of what customers actually needed when shopping for footwear online, and what the current experience was or was not giving them. These two artifacts came out of the same research sprint and represent two different layers of that work: one maps the current-state experience in full, the other organizes raw customer language into structured themes the product and merchandising teams could act on.
Core and Path to Purchase
Mapped every inward path, core UI element, supporting feature, and outward action for the Cabela's footwear product detail page. This current-state framework exposed where the experience broke down and became the foundation for defining the future-state design direction.
Cabela's Affinity Diagram
Synthesized qualitative footwear research across 18 product attribute categories including fit, materials, waterproofing, and intended use. The diagram gave the product and merchandising teams a structured view of what customers actually needed from footwear content before making a purchase decision.
Screen Resolution Charts
Responsive design decisions should come from real data, not industry averages. At Cabela's, I pulled a full year of WebTrends traffic data and built two companion charts, one for desktop and one for mobile, mapping the actual screen resolution distribution across the user base. The proportionally accurate blocks made the data immediately legible to non-technical stakeholders, and the charts directly informed which breakpoints to prioritize in the responsive redesign rather than designing for devices we assumed people were using.
Cabela's Screen Resolution Infographic - Mobile
Companion analysis to the desktop chart, breaking down mobile device screen resolution distribution across the same period. Together the two charts gave the team a complete picture of the device landscape and directly informed which breakpoints to prioritize in the responsive redesign.
Cabela's Screen Resolution Infographic - Desktop
Analyzed WebTrends data across 12 months to map desktop screen resolution distribution across Cabela's user base. Proportionally accurate color-coded blocks made the data immediately legible to non-technical stakeholders and grounded responsive design breakpoint decisions in actual usage rather than assumptions.
Technical Illustration
Where it all started...
Before UX, I spent several years as a technical illustrator in aerospace and enterprise storage networking. That background shapes how I work today. I have always thought about how to make complex systems visible and understandable to the people who need to use them. The habit of asking "how do I show this clearly" never left. It just moved from technical manuals into product design.
Book Illustration Credit
The copyright page showing my named illustration credit for Fibre Channel Storage Area Networks, published in 2001 by LLH Technology Publishing through the Fibre Channel Industry Association. This was a professional technical reference used by storage networking engineers and IT professionals across the industry. Producing it required understanding a complex and rapidly evolving technology well enough to make it legible to a technical audience. That is the same challenge UX research visualization presents, just with different tools.
SAN Configuration - Before and After
Two sets of before-and-after architecture diagrams from the published book, showing how enterprise customers migrated from legacy server configurations to consolidated Fibre Channel SAN infrastructure. Every component is labeled, every relationship mapped, and the performance and cost implications are visible at a glance. That is the same thinking that drives good information design today. Find the clearest way to show what changed, why it matters, and what it means for the people using the system.