Stl & Associates (SL Elect Inc)
DATES : 2009-2013
PLATFORMS: Mobile, Web
ROLES: Co-Founder, Principal Designer
ABOUT STL & ASSOCIATES:
A broad-line stocking distributor of electronic components, aviation components, semiconductors, and computer peripherals, providing customer centric solutions for supply chain management and reverse logistics.
I was originally brought in to design their web site and help them understand their customers in the face of a changing industry. Our company was one of the first electronic component distributors to get leads completely from online conversions, which I led and grew during my tenure.
Early Days: 1.0 & Child Sites
High level work:
- Designing and developing the branding of stlaa.com based on company needs
- Creating child sites to cater to industry needs based on market position (Signal Data Devices, SWZ Co, SL Elect)
- Establishing relationships with SEO vendors
- Analyzing submission data and capitalizing on popular part number requirements to boost SEO rankings
- Hiring marketing associates, exploring alternate marketing avenues
2011-2012 STLAA.COM “2.0”
High level work:
- Developed a plan to iterate and enhance the user experience of stlaa.com leveraging analytics, stakeholder interviews, and external user interviews
- Created a lead generation system that was ‘mobile’ friendly and leveraged AJAX to deliver faster results, increasing our conversion rates by nearly 20% over a 6-month period
- Updated the brand look and feel with the web site
- Pitched development of companion part searching app
- Maintained relationships with CRM, Lead Generation, and Backlink vendors
- Designed and maintained company Linecard
Iteration Deck Samples
Result
2012-2013:
Icon Semiconductors
High level work:
- Created a new brand due to the merge of our company with another
- Developed a new web site leveraging PHP, WordPress, and AJAX
- Implemented the same lead gen & SEO systems to new site as STLAA.com
- Designed a system that rerouted user to unique pages based on whether the part they were looking for was in stock or not
- Participated in activities and rituals that led to our ISO-9001 & AS-9120 certifications
