Colin is an award-winning information designer and partner of user experience (UX) strategy. He is a pioneer in personalization content strategy and a leading voice for designing responsibly with user data. Colin is a frequent contributor to publications and conferences on the topic, including UXPA International, IA Summit, UX Planet, and A List Apart.
As a UX generalist with a strategic background, Colin has more than a decade of experience implementing digital strategies for Fortune 500 companies, particularly in highly-regulated industries such as healthcare, financial services, and energy. He has also worked with some of the country’s largest associations and nonprofits, including the American Association of Retired Persons (AARP) and Educause, owner of the .edu domain. Notable project work includes the global navigation design of UPS.com, Lowes.com, and AARP.org, the launch of Open Forum by American Express, and work on Bank of America‘s ‘Flagscape’ intranet, cited by Jakob Neilsen as a top pick for intranet usability.
As part of a re-platforming of UPS.com, Colin was part of a team responsible for the content migration of over 175,000 pages in 37 languages and dialects across 217 countries and territories. The multi-year effort included an extensive content inventory and audit, global navigation redesign, taxonomy and metadata tagging, and user acceptance testing. UPS generates some eight million sessions per day across devices resulting in six billion shipments yearly via its online channel.
On the strategic side, Colin led a digital strategy initiative for United Healthcare Group, the world’s largest health insurer by volume serving nearly 50 million people worldwide. The comprehensive effort included voice of customer analysis, user path modeling, analytics, and content assessment of UHC.com and some 170 satellite properties. The strategy helped establish UHC.com as the “front door” to the organization’s complex digital ecosystem and paved the way for a systemic brand and navigation redesign. UHC.com attracts more than 10 million monthly visitors spanning individual plans, Medicare, Medicaid, and international offerings.
Colin’s background combines Big Four consulting and digital ad agency experience, having previously worked at both Accenture, LLP and Crispin Porter + Bogusky, Ad Age “Digital Agency of the Year.” He has a Master’s of Science in experience design from the national-recognized VCU Brandcenter in Richmond, VA.
Colin is a fellow at the Consortium of Personalization Professionals, a cross-disciplinary non-profit founded in 2017 with the expressed intent of promoting ethical, evidence-based personalization design.
The Personalization Pyramid: A Framework for Designing with User Data, A List Apart, 2022
Approaching Content Strategy for Personalized Websites, A List Apart, 2015
Five Lessons from Architecture School that Will Improve Your UX Work, UX Planet, 2019
The UX Chakra Model, UX Booth, 2013
The Personalization Pyramid, Proceedings: Consortium of Personalization Professionals, 2020
UX in the Age of Personalization, A List Apart, 2019