John Choi
Product Designer
John Choi is a seasoned product designer with a proven track record of integrating visual design, business strategy, and user experience to deliver impactful solutions.
John has taken on the role of leading UX design at The Nature Conservancy (TNC), stepping up as the sole UX designer following his boss's decision to focus on motherhood just nine months after joining the team.
His notable contributions include:
1. Design tokenization:
He designed and implemented a comprehensive system of design tokens for all colors, fonts, and spacings used across our website. He created these tokens using Figma and collaborated closely with the development team to integrate them into our codebase. This initiative streamlined the handoff process between myself and the developers, significantly reducing the time required to update UI components. Most importantly, his work ensured the consistent and efficient implementation of their new branding guidelines throughout the site.
2. New IA implementation:
He played a key role in leading the implementation of a new Information Architecture (IA) for TNC’s website. Since 2018, the site’s IA, taxonomy, navigation, and search functionality had remained unchanged, leaving it misaligned with TNC’s current campaign, The 2030 Goals. For several years, the site continued to reflect outdated goals and an internal organizational structure from our previous campaign. To address this, he collaborated with a contractor to conduct a comprehensive audit of nature.org’s user experience. This audit incorporated perspectives from internal audience owners, digital experts, and external audience lookalikes, providing critical insights into areas needing improvement. Using these findings, he guided the redesign of the site’s IA, ensuring it now supports their current campaign objectives and delivers an enhanced user experience.
3. Launch of the Conservation Gateway Site in AEM:
He addressed the challenges of migrating 114 conservation websites, including the Conservation Gateway, to Adobe Experience Manager (AEM), a critical project hindered by past failures due to unclear ownership and priority. With each domain costing $30K annually, he advocated to leadership, securing roadmap placement and funding for a product manager, while also establishing a group of product owners for accountability. This laid a solid foundation to reduce costs and enhance user experience.
Beyond TNC, John freelances with M13 Launchpad, a venture studio, where he designs MVPs for startups to validate concepts and attract funding. An avid explorer of emerging technologies, John experiments with AI tools like Lovable, Cursor, and Bolt, keeping him at the forefront of industry innovation.
John Choi
Product Designer
John Choi is a seasoned product designer with a proven track record of integrating visual design, business strategy, and user experience to deliver impactful solutions.
John has taken on the role of leading UX design at The Nature Conservancy (TNC), stepping up as the sole UX designer following his boss's decision to focus on motherhood just nine months after joining the team.
His notable contributions include:
1. Design tokenization:
He designed and implemented a comprehensive system of design tokens for all colors, fonts, and spacings used across our website. He created these tokens using Figma and collaborated closely with the development team to integrate them into our codebase. This initiative streamlined the handoff process between myself and the developers, significantly reducing the time required to update UI components. Most importantly, his work ensured the consistent and efficient implementation of their new branding guidelines throughout the site.
2. New IA implementation:
He played a key role in leading the implementation of a new Information Architecture (IA) for TNC’s website. Since 2018, the site’s IA, taxonomy, navigation, and search functionality had remained unchanged, leaving it misaligned with TNC’s current campaign, The 2030 Goals. For several years, the site continued to reflect outdated goals and an internal organizational structure from our previous campaign. To address this, he collaborated with a contractor to conduct a comprehensive audit of nature.org’s user experience. This audit incorporated perspectives from internal audience owners, digital experts, and external audience lookalikes, providing critical insights into areas needing improvement. Using these findings, he guided the redesign of the site’s IA, ensuring it now supports their current campaign objectives and delivers an enhanced user experience.
3. Launch of the Conservation Gateway Site in AEM:
He addressed the challenges of migrating 114 conservation websites, including the Conservation Gateway, to Adobe Experience Manager (AEM), a critical project hindered by past failures due to unclear ownership and priority. With each domain costing $30K annually, he advocated to leadership, securing roadmap placement and funding for a product manager, while also establishing a group of product owners for accountability. This laid a solid foundation to reduce costs and enhance user experience.
Beyond TNC, John freelances with M13 Launchpad, a venture studio, where he designs MVPs for startups to validate concepts and attract funding. An avid explorer of emerging technologies, John experiments with AI tools like Lovable, Cursor, and Bolt, keeping him at the forefront of industry innovation.