Websites, Apps & Interactive Projects
My career began in digital, where I quickly learned how UX, technology, and creativity shape the way people experience brands. I originally set out to be a computer programmer, and that technical foundation became invaluable as digital advertising and social media evolved — I already understood what was possible and how to bring complex ideas to life.
As my work expanded into storytelling across every medium and platform, digital has remained my DNA: the space where craft, interactivity, and problem-solving converge. Over the years, I’ve led and produced more than 100 websites, microsites, and web/mobile applications. Much of this work was created during the 2000–2015 digital frontier, when UX patterns, platforms, and technologies were still being defined, making experimentation, invention, and creative problem-solving essential. Here are some of the projects that best represent that journey.
As my work expanded into storytelling across every medium and platform, digital has remained my DNA: the space where craft, interactivity, and problem-solving converge. Over the years, I’ve led and produced more than 100 websites, microsites, and web/mobile applications. Much of this work was created during the 2000–2015 digital frontier, when UX patterns, platforms, and technologies were still being defined, making experimentation, invention, and creative problem-solving essential. Here are some of the projects that best represent that journey.
OnStar Connected Journey (2015)
ExperienceOnStar.com (site no longer active)
ExperienceOnStar.com (site no longer active)
This editorial website highlights stories about the intimate connection between OnStar advisors and their customers. I led all UX and content strategy for this project. The site is fully responsive and built on Craft CMS.
Website design by Bret Hawpe. Editorial direction by Dan Grantham and Laura Rogers.
Website design by Bret Hawpe. Editorial direction by Dan Grantham and Laura Rogers.
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Detroit "Eastern Market" Website (2014)
EasternMarket.com (site has since been refreshed)
EasternMarket.com (site has since been refreshed)
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Eastern Market’s website received a complete overhaul — including architecture, design, content, and development. I served as project lead, creative director, content strategist, and UX/information architect, with the goal of delivering a modern, responsive website while staying true to Eastern Market’s historic culture and Detroit roots.
Built on Craft CMS, the site features a variety of backend tools that allow district businesses and market vendors to register for an account, create a public profile, and post events and jobs. This content feeds relevant sections and modules throughout the site. Logo design and art direction by Kelly Warkentien. UX/UI design and development led by Derek Kuschel. Copy by Nancy Wellinger. |
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(click for full site)
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"The District Detroit" Website (2014)
DistrictDetroit.com (site has since been refreshed) This website served as the central hub for the District Detroit development project (led by Olympia Development) — encompassing five neighborhoods, major sports venues, shops, restaurants, and the new Detroit Red Wings and Detroit Pistons Arena (Little Caesars Arena), which opened in 2017. I acted as creative and conceptual lead, content strategist, UX architect, and primary client point-of-contact.
The site is fully responsive, built with Craft CMS, and integrates two Detroit-based startup technologies: Linkies and UpTo. Design by Bret Hawpe and Derek Kuschel. Developed by Glenn Martin. |
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Detroit Lions #OnePride Fan Wall (2013)
Using the Detroit-based startup technology Linkies, we developed a branded live social feed that powered stadium monitors, the jumbotron, and was also embedded on DetroitLions.com. The feed aggregated 25+ hashtags from Twitter, Instagram, Facebook, Tumblr, and Google+, creating a dynamic, fan-driven experience both in the stadium and online. |
Campbell Ewald
Brand Social Feed (2014) This three-story LED installation curated real-time social conversations for the agency’s 30+ brands, displaying them for everyone in the office to see. It was a dynamic way for team members to engage with the brands they worked on, seeing what people were saying each day. The feed was a web-based application powered by Linkies technology, making the social activity interactive, visible, and engaging. |
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U.S. Navy STEM "College Tour" Tablet App (2012)
Created by Lowe Campbell Ewald in collaboration with Pixo Group for the U.S. Navy College Tour, this engaging tablet app was featured at the Navy’s on-site exhibit and demonstrated the importance of STEM (Science, Technology, Engineering, Math) education within the Navy. I contributed during the early phases to define the creative approach, select the appropriate gaming/app developer, and coordinate with the events team to shape the overall experience. Design direction by David Barlow. |
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#XG2D X Games to Detroit (2013)
XG2D.com (site is no longer active) During the X Games bid between Detroit, Charlotte, Chicago, and Austin, we developed a fan site to support the #XG2D movement. While the movement was heavily active on social media, there was no centralized place for fans to find updates on news and events. Detroit companies were asked to contribute to the campaign, and this website became the hub to showcase their efforts, curate social conversation, and provide official information. It also helped non-Michiganders answer the question, “Why Detroit?” Although Austin ultimately won the bid, Detroit’s movement generated significant press, inspired social advocates, and united the city’s creative community. The website was fully responsive and built using Twitter’s Bootstrap front-end framework, with the social feed curated via Linkies. Design and development by Derek Kuschel. |
(click for full site)
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Tumblr Websites (2013)
Tumblr was chosen as the ideal platform to host ongoing content for these two social-driven campaigns, allowing fans to engage with dynamic updates and multimedia posts. Both sites were designed by Dimitri Alexander.
Tumblr was chosen as the ideal platform to host ongoing content for these two social-driven campaigns, allowing fans to engage with dynamic updates and multimedia posts. Both sites were designed by Dimitri Alexander.
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Consumers Energy Green Initiative Microsite (2013)
PoweringMichigan.com (site no longer active) This microsite was developed to promote Consumers Energy’s Green Generation initiative. Using striking photography and impactful headlines, the site clearly highlighted the evidence supporting the initiative during a heated political campaign. My role included creative concept development and leadership of all creative and development efforts. Design by Holly Ensman-Attebury. Developed by Erik Woods. |
U.S. Navy Websites & Microsites (2007-2009)
Navy.com (click for full site)
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Navy.com Redesign (2009)
This complete redesign and rebuild of Navy.com, the U.S. Navy’s primary recruitment website, was a massive undertaking encompassing architecture, design, development, and CMS implementation. I led creative direction and concept development during the architecture and design phases, and was heavily involved in content strategy, user-experience architecture, user testing, and design direction. The development phase continued after I transitioned to focus full-time on the Chevrolet business. The site was responsive and built using Magnolia CMS. Design direction by Michael James McCallum. |
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OnStar Global Launch Websites (2013)
We partnered with OnStar’s Middle East and Mexico teams to create a flexible web architecture, design system, and development platform that could scale across all global launches. The goal was to deliver a cohesive, adaptable digital foundation that supported regional content needs while maintaining brand consistency worldwide. Design by Kelly McGuckin. |
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Chevy.com Proof of Concepts (2011)
We developed multiple proof-of-concept experiences to explore how Chevy.com could evolve to meet emerging digital behaviors and enhance the vehicle-shopping journey.
We developed multiple proof-of-concept experiences to explore how Chevy.com could evolve to meet emerging digital behaviors and enhance the vehicle-shopping journey.
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Socrates explored the idea of integrating Chevy’s shopping tools directly into Facebook’s framework. Traditionally, when someone built their own vehicle online, that configuration remained private. Socrates aimed to make the experience more social, collaborative, and transparent, allowing users to easily involve friends and family throughout the decision-making process.
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Olympus investigated how a personalized content ecosystem could adapt in real time based on user behavior—surfacing the right mix of brand storytelling, social conversation, and shopping tools depending on a user’s mindset and intent.
(Olympus concept and design by Dustin Davis.) |
(click for full site layout)
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ChevroletVoltage.com Social Community (2010)
(site no longer active) As the production launch of the Chevy Volt approached--the first major, mass-produced, purpose-built plug-in hybrid (PHEV) from a U.S. automaker—public curiosity and confusion were at an all-time high. Questions ranged from simple how-to’s to broader concerns about the vehicle’s technology, charging, and economic impact. To guide and shape the conversation, we launched a dedicated social community, brought key advocates on board, and funneled all questions and discussions to the platform. The result was a centralized hub where misperceptions were clarified, skepticism was addressed, and excitement for the Volt gained real momentum—ultimately transforming curious shoppers into an active, informed community of Volt advocates. |
Chevy "Max & Al" Campaign Microsite & Mobile Apps (2010)
The heart of the Chevy Silverado HD "Max & Al" integrated digital campaign was maxandal.com, an entertaining microsite where visitors could explore the lodge, watch episodic content, send tongue-in-cheek e-cards, and interact with other branded elements. Beyond the site, we expanded the world of Max & Al through a custom Facebook tab on the Silverado HD page, a Facebook/mobile game that let users play as the duo, and a second mobile app designed to help Chevy truck fans “talk smack” to their Ford and RAM friends.
The heart of the Chevy Silverado HD "Max & Al" integrated digital campaign was maxandal.com, an entertaining microsite where visitors could explore the lodge, watch episodic content, send tongue-in-cheek e-cards, and interact with other branded elements. Beyond the site, we expanded the world of Max & Al through a custom Facebook tab on the Silverado HD page, a Facebook/mobile game that let users play as the duo, and a second mobile app designed to help Chevy truck fans “talk smack” to their Ford and RAM friends.
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Chevy.com Model Pages (2010)
At a time when automotive websites were crowded, text-heavy, and fighting to stay “above the fold,” we introduced a bold shift: an editorial-style architecture built for modern, scroll-based behavior. Most shoppers had no idea how many features were packed into each Chevy model—and discovering them required too many clicks. The new design provided the space, hierarchy, and narrative flow needed to tell each vehicle’s full story with clarity, emotion, and depth, all in a single continuous experience. The approach worked so well that General Motors adopted the architecture across all divisions, including Cadillac, GMC, and Buick. Design direction by Dustin Davis. |
New Architecture (click for full layout)
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Chevy "In Your Area" Facebook CMS (2010)
We designed and developed a Facebook-integrated content management system that empowered Chevy Dealers, Regional Sales Teams, and Event Teams to easily publish all public-facing events—including racing, auto shows, community activities, and ride & drive experiences. The platform streamlined event promotion, ensured consistency across regions, and made it simple for fans to discover what was happening in their area. |
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Chevy Promotional & Contest Microsites (2009–2011)
During this period, we developed a series of interactive microsites to support Chevy promotions and contests, engaging fans with sweepstakes, games, and branded experiences. These sites were designed to drive participation, social sharing, and brand loyalty while highlighting key vehicle features and campaigns.
During this period, we developed a series of interactive microsites to support Chevy promotions and contests, engaging fans with sweepstakes, games, and branded experiences. These sites were designed to drive participation, social sharing, and brand loyalty while highlighting key vehicle features and campaigns.
Chevy Launch Websites (2010 Camaro & 2011 Silverado HD)
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Chevy Racing Facebook Integration (2010)
Ahead of the trend to replace microsites with Facebook tabs, we launched the Chevy Racing website directly on Facebook. Users navigated through tabs for different sections, while audio podcasts and news updates were managed via a custom CMS. |
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Carhartt Demolition (2008)
To raise awareness of Carhartt’s newly redesigned website, we invited fans to do something nobody expects a brand to allow: blow it up. Leaning into Carhartt’s rugged “Work Strong” ethos, we transformed the old Carhartt.com into an active construction site and cast visitors in the role of demolition expert. Upon arrival, users were greeted by a hard-nosed Demolition Foreman who instructed them to select a tool — from explosives to heavy equipment — and help tear down the old site to make room for the new one. The playful, hands-on destruction became an instant draw, generating national and international earned media across blogs, industry publications and social platforms. Most importantly, it delivered a measurable business impact, more than doubling Carhartt’s average monthly online sales. Designed and developed by Chris Scinta and Andy Blockno. |
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Alltel "Celltop" Product Launch (2007)
Alltel introduced its highly customizable Celltop operating system at CES 2007, just one day before the iPhone redefined smartphones. The launch generated press for its sleek design, personalization features, and embeddable options. The launch website mirrored the Celltop interface, featuring a draggable color bar that allowed users to modify the site’s color scheme to match their personal preference—just like the OS itself. Designed and developed by Derek Kuschel. |
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Alltel "Ask Chad" Sales Advisor Web App (2007)
This interactive web application featured Alltel Wireless spokesperson Chad answering common questions and addressing misperceptions about Alltel and its services. The app included over 50 video clips, shot through Plexiglass, allowing Chad to interact with custom props that functioned as clickable navigation buttons—creating a playful and engaging way for users to explore information. It was a unique technical and creative challenge. Watch the demo. |
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Alltel "Man Cave" Campaign Microsite (2007)
The cornerstone of the Alltel Wireless "Man Cave" integrated brand campaign was OfficialManCave.com—an interactive website offering an immersive 3D tour of the characters’ “secret lair,” featuring exclusive videos, interactive games, and user-generated content. Visitors could unlock hidden rooms, discover exclusive content, and access special offers from Alltel’s online store. This website included the first-ever Steadicam room-by-room flythrough on the internet. Site designed by Dustin Davis and Michael Kern. Developed by Struck. |
Alltel Wireless Promotional Sites (2006-2008)
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Alltel "My Circle on Trial" Campaign Websites (2006)
We partnered with GMD Studios to create a seven-week mock trial, pitting Alltel’s My Circle against The People Against My Circle Foundation (PAMCF) for allegedly allowing customers to add people to their Circle without consent. The campaign leveraged three websites, including MySpace, to showcase the story from the characters’ perspectives. Each site featured weekly blog updates, audio/video podcasts, courtroom testimonies, and leaked evidence. In the end, the online audience served as the jury, casting votes to decide the verdict. Campaign seeding occurred through non-branded ads on legal blogs and discussion boards, encouraging users to engage with PAMCF’s Class Action Lawsuit narrative. |
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U.S. Navy Viral Campaign: Gorgonbox.com (2005)
To build buzz prior to launch of Navy's first video game, we created Gorgonbox, an unbranded teaser campaign named after a key object in the game. The mysterious campaign generated viral chatter across gaming communities, sparking debates among Sony, Nintendo, and Microsoft fans about who was behind the effort. The Gorgonbox landing page offered a fully functional Code Cypher. Visitors who uncovered clues—or followed the social chatter—found a 1-800 number delivering a new code each day for 30 days. These codes unlocked a prequel mission, concept art, and hints about the official sponsor. Street teams amplified the campaign at E3, the gaming world’s most talked-about event, with signage, unbranded messaging, and postcards. The campaign drove heavy online buzz, with the website averaging 9 minutes per visit. |
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OnStar "Batman Adventure" Promotion (2001)
This campaign was an early TV-to-Web brand extension, featuring online videos and choose-your-own-adventure e-Comics in partnership with DC Comics. I served as conceptual creative, UX architect, producer, and client point-of-contact, helping guide the project from idea to execution. The campaign received national industry recognition. Design by Chris Scinta. eComics by DC Comics. |
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General Motors "Who is Benjamin Stove?" Alternate Reality Game (2005)
“Who is Benjamin Stove?” was an immersive alternate reality game (ARG) produced by Campbell Ewald and GMD Studios to build grassroots awareness of GM’s renewable fuel initiatives, complementing the “Live Green, Go Yellow” campaign promoting GM’s flex-fuel vehicles capable of using E85 ethanol fuel. The game leveraged living online characters, puzzles, and interactive storytelling to engage players in a viral, underground marketing experience. The campaign unfolded across four websites, 10 live events (including hidden notes in nine libraries across the U.S. and a live meeting in Manhattan), anonymous phone calls and text messages, and a series of unbranded blogs and classified ads. |
Data Applications
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U.S. Navy Live Chat & Message Board (2004)
This project launched the first military live chat on Navy.com, requiring close collaboration between internal teams, the client, and Navy Customer Service. I was responsible for researching and selecting technology vendors, managing implementation, writing all training documentation, and training all parties. |
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OnStarRenewal.com eCommerce Platform (2002)
OnStar tasked us with revamping their existing online renewal platform. We collaborated with OnStar's IT team to define specs, system workflows, payment handling, data transfer, and user-interface architecture and design. I managed all producer and UX responsibilities. |
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Taubman "Interactive Mall" Application (2004)
We developed a universal CMS for Taubman to power their consumer-facing mall websites. The platform enabled mall teams to manage visual mall directories, store profiles, events, sales, and job postings. I served as lead producer, UX architect, and business analyst. |
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OnStar.com Global Site Redesign & Rebuild (2002)
OnStar became the first General Motors brand to migrate their web platform to Interwoven Teamsite, launching both U.S. and Canadian sites simultaneously in four languages while collaborating with a new offshore implementation vendor (Wipro). I led all digital strategy, handled UX architecture, created comprehensive documentation (including a 100-page guide written from scratch over the holidays), and served as the primary point-of-contact for OnStar marketing, IT, and Wipro project teams. |
Finally, some other oldies.
