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Tag: Analytics Integration

Incorporating analytics tools to your projects provides useful insights into your audience’s experience and needs and can improve your business’s sales funnel.

Website Refresh for Galoop Classes
1. From Tadpoles to Scholars at Galoop Classes

Galoop is a warm, welcoming space where growth, play, and learning happen together. They host classes for children ages 6 months-4 years with their caregivers. Their unique program offers flexible schedules, diverse education and enrichment activities, bilingual story-times, and childhood development expert-backed care. Galoop’s founder, Cecilia, came to me because their website experience did not truly reflect their values and how much fun they are!

Project Type

Website: Wix, Wireframing, Accessibility, Responsiveness, SEO

Branding: Logo Digitization

Illustration: Icons, Vector Graphics

Digital Design: Social Media Graphics
2. Wix Website Design for Early Education

After discussing with their founder, Cecilia Matson, we identified a few focus targets for the refresh:

Make the website more fun– Their old website was very minimal. On first glance, you might think they were a B2B company, not a children’s space. We needed to create a more fun and lively experience. I updated their typography, created colorful page layouts, and added some playful touches like section dividers and custom background patterns.

Streamline the user experience– The main users for the Galoop website is busy parents booking on their phone. But the signup process was not intuitive. I made registration easier with improved forms and clearer language. I also tuned the page layouts to improve readability and ensure the site was fully accessible.

Improve their page rank– While they knew some SEO basics, they needed some help tuning their pages. I added analytics tools and implemented better SEO practices.

Explore the Website
3. Icon Set + Social Graphics

This website refresh needed a fun visual touch to pull everything together. Pulling inspiration from their cute jumping frog logo, I illustrated 40+ custom icons that appear across the website. This library of icons can be used for social media and marketing. To complete their launch, I created a bunch of easy-to-use Canva templates. Now, they have the tools for future program announcements, activity spotlights, and testimonials.

Cecilia Matson
Galoop Owner/Director
Working with Sel to redesign my business website has been a truly fantastic experience. Their creativity, clear communication, openness to feedback, and responsiveness set them apart. Having worked with website designers before, my experience with Sel was the best by far! They consistently delivered ahead of deadlines and took great care to enhance our SEO and online presence. The new website is not only beautiful but also engaging and easy to navigate. The custom icon images they created are absolutely adorable and add a unique touch. Thanks to Sel, our website not only looks amazing but performs better than ever. I highly recommend their expertise!
December 16, 2024
Website Launch and Marketing Support for Visual Intelligence Software
1. Innovating Visual Intelligence Support: EyesOnIt

EyesOnIt is a SaaS company that empowers organizations to gain control of their operations through robust situational awareness. Spun out from Mosaic ATM‘s Software division, they needed a new SaaS website design and marketing support to launch their software service.

Project Type

Website: WordPress, Wireframing, SEO, Google Suite (Analytics, Search Console, PageSpeed), Plugin Management, Marketing Software Integration (Salesforce, Pardot, Zoominfo)

Digital Design: Digital Ads (Google Ads, LinkedIn, Meta, Clickagy, Zoominfo MarketingOs), Video Production, Social Media Assets

Illustration: Vector Illustration, Infographics
2. SaaS Website Development

EyesOnIt is a fledgling service, so it needed compelling visuals to compensate for its still-developing portfolio. I developed a modern and engaging aesthetic that stands apart from competitor SaaS website development. I created custom illustrations using a clean and modern style to communicate their target product offerings effectively. The site clearly describes target use cases in multiple industries and effectively outlines their integration process. I also edited a video that highlights their railroad safety use case.
2. Digital Marketing

To round out EyesOnIt’s web presence, I generated assets that can be used for organic marketing campaigns via social media and Google ad campaigns. I created compelling visuals by pulling assets from the website as well as harnessing stock images.
October 16, 2023
Marketing Design and Web Management for Mosaic ATM
1. Mosaic ATM’s Path To Data Science Success

Mosaic ATM has delivered data science solutions and consulting, especially in the air traffic management sector, since 2004. Capitalizing on its success with securing federal contracts, the organization began providing data science services to the commercial sector through Mosaic Data Science (MDS) in 2009. From there, EyesOnIt launched in 2014, providing a Software as a Service (SaaS) platform centered on optimizing surveillance using cutting-edge computer vision technology. Further success saw the launch of the drone data service start-up Aerial Vantage in 2021. I joined this thriving team in 2021 as a junior web designer and rapidly rose to the role of senior digital designer. My work spanned across all of the visual components of the company, including websites, brand design, digital and print marketing, and more.
Project Type

Website: WordPress, Wireframing, SEO, Google Suite (Analytics, Search Console, PageSpeed), Plugin Management, Marketing Software Integration (Salesforce, Pardot, Zoominfo)

Digital Design: Digital Ads (Google Ads, LinkedIn, Meta, Clickagy, Zoominfo MarketingOs), Video Production, Social Media

Illustration: Vector Illustration, Icons, Infographics,

Branding: Logo, Brand Expansion

Print Design: Solution Sheets, Case Study Templates, Mailers, Business Card, Conference Booth

UI Design: Human Factors Consulting, Accessibility
Moving away from stock imagery, Mosaic Data Science’s website gained a stronger brand identity

2. Website Management

As webmaster, I managed and developed content for three unique websites. I collaborated with marketing director and marketing copywriter to generate new landing page experiences and fine tune existing pages. I developed interactive elements on the site, such as clickable infographics and embedded Tableau visualizations. In addition, I maintained site functionality by overseeing plugin and marketing software integration and integrated best practices for accessibility and search engine optimization (SEO). I also monitored site performance with tools such as Google Analytics and PageSpeed Insights.

3. Multiple Brand Expansion

When I started working at Mosaic, the only brand component they had was the logo. I expanded each sub-brand’s identity by defining typographic hierarchies, color palettes, and visual language systems spanning all collateral from digital ads to white papers. Supporting each brand was a custom set of 200+ hand-drawn icons to differentiate their messaging from competitors. Additionally, I designed tailored logos for other brand initiatives such as the Mosaic ATM Space division and the Mosaic Data Science Canada branch and products such as Cloud FMS.

sample set of icons for Mosaic Data Science

Featured Website Graphics

4. Executing Explainable Infographics

Topics like Artificial Intelligence and Machine Learning can be difficult to wrap your head around. I used my illustration skills to create unique on-brand marketing graphics and infographics that break down these complex topics to make them more understandable. I also supported contract applications with eye-catching infographics that communicates process and infrastructure flows.

Drew Clancy
VP of Marketing & Sales
I highly recommend Sel for any graphic design, digital marketing, or web development positions. Sel is a skilled and creative designer with a passion for their work. They have a deep understanding of design principles and trends, and marketing strategy, and they are able to create visually appealing and effective designs that meet the needs of clients. Sel is also an expert in web development, and they were instrumental in developing and maintaining our company websites with an eye towards innovation and growth.

In addition to their technical skills, Sel is also a team player and a quick learner. They are always willing to go the extra mile to get the job done, and they are always eager to learn new things. Sel is also a great communicator, and they are able to clearly and concisely explain their ideas to both technical and non-technical audiences.

During their time at Mosaic, Sel made significant contributions to our company’s success. Their designs helped us to increase our brand awareness and attract new customers. Sel also played a key role in developing our digital marketing campaigns, which helped us to generate new leads and increase sales. As a result of Sel’s efforts, we experienced an estimated 20% increase in revenue, a 35% increase in new customers, and a 60% increase in MQLs and SQLs.

I am confident that Sel would be an asset to any team. They are a talented and passionate designer who is always eager to learn and grow. I highly recommend Sel for any graphic design or web development position.

5. Digital Marketing Campaigns

I generated hundreds of assets for over 50 campaigns, for both paid and native advertising. We used platforms including Google Ads, LinkedIn, Meta, Clickagy, and Zoominfo display networks. I worked with the marketing director and our copywriter to fine-tune our messaging, run A/B tests, and monitor campaign performance. Additionally, I worked on branded presentation templates used for pitch decks and project summaries. Beyond static graphics, I also edited a series of short form videos and longer product demos.
October 3, 2023
Drone Data Service’s Brand Identity & Website
1. Taking Flight with Drone Data Analytics

Aerial Vantage is a drone data analytics startup that began as a spin-off from Mosaic ATM in 2021. Their mission is to revolutionize large-scale geospatial data collection and analytics using automated drone surveys. Their key differentiator is as an all-in-one service providing a fleet of drones, data collection, and bespoke analytics software. Their primary industry is agriculture, offering cost-competitive surveys of large parcels of land and data insights from those surveys. They also plan to scale into location security, job-site safety, resource extraction industries. As the lead designer at Aerial Vantage, I was instrumental in shaping the drone data service brand identity and developing their online presence to bring them in front of potential investors and customers.

Project Type

Website: WordPress, Wireframing, SEO, Google Suite (Analytics, Search Console, PageSpeed), Plugin Management, Marketing Software Integration (Salesforce, Pardot, Zoominfo)

Digital Design: Pitch Decks, Digital Ads (Google Ads, LinkedIn, Meta, Clickagy, Zoominfo MarketingOs), Drone Wrap, Social Media Assets

Illustration: Vector Illustration, Infographics, Icons

Branding: Logo, Brand Identity, Brand Guide, Brand Expansion

Print Design: Solution Sheets, Case Study Templates, Conference Booth
2. Drone Data Service Visual Identity

As a fledgling start-up, Aerial Vantage needed to establish their drone data brand and hone in on their unique selling point. After consulting with their founder and key decision makers, we landed on Aerial Vantage for their business’s name, inspired by their drone surveillance and data insight services. As lead designer, my next mission was to develop a logo mark and brand system that conveyed their services. Inspired by a pod of drones in flight, I created a mark using overlapping drone forms to represent the way each of their services are interconnected and create the larger picture of agricultural data insights.

Selected icons from the custom illustrated vector set

3. Website Launch

Once we had an established drone data brand identity, I began establishing Aerial Vantage’s digital footprint by designing, developing, and launching their website. Taking direction from key decision makers and incorporating B2B website best practices, I developed an easy to navigate website that conveys their service and industry offerings. I supported their brand visuals with a consistent system of utilizing stock graphics and illustrated some custom vector icons for a unique and polished touch. Additionally, I set up infrastructure to support regular content updates such as blog posts and press releases to keep their audience informed about the latest business developments.
Pitch deck slide from concept to execution

4. Marketing Support

As a startup, the next step in establishing a successful business venture is securing ongoing funding. Collaborating closely with Aerial Vantage’s CEO and Board Chairperson, I developed a robust slide template and illustrated complex infographics to bring clarity and cohesion to their pitch deck.

Additionally, I supported marketing efforts including designing printed solution sheets and generating hundreds of digital ad assets designs. My contributions led to successful ad campaigns, returning over 100k clicks in their launch year.

Select display ad assets

5. Ad-Hoc Support

Beyond the drone data brand identity and marketing, I contributed to various other visual collateral. I created banner designs used for their trade show booth, branded vinyl wrap for their drone fleet and technical station, and UI consulting for their software product Accelerate.
August 22, 2023
Accessible and Modern Redesign of a Spiritual Center’s Website
1. Elevating Spiritual Journeys: A Transformational Web Redesign

The Ramakrishna-Vivekananda Center of New York is a branch of the Ramakrishna Order in India. Although they received consistent web traffic, their website, first launched in the early 90’s, was in dire need of a modern update. From unsupported Flash plugins to unresponsive table-formatted HTML, they needed help bringing their new vision to life. I overhauled the website and coded the redesign in pure HTML/CSS/JS. Our goals included an aesthetic refresh, a site architecture strategy, SEO improvements, and E-Commerce integration.

Since launching, the website’s user base has increased by 60%, and page views have increased by 30%!

Project Type

Website: HTML/CSS, Javascript, Wireframing, Accessibility, Search Engine Optimization, E-Commerce Integration, Google Analytics Integration
The Home Page Underwent a Huge Transformation

2. Website Redesign

The original website was right out of a Web 2.0 playbook, plastered with heavily textured backgrounds, broken plugins, and unintuitive galleries, they needed a fresh approach to invite users to discover their spiritual teachings. Taking a minimalist approach, the new website features a clean and organized structure accented with their practice’s characteristic red. It is also fully responsive, delivering mobile site visitors an accessible and readable experience.

Explore the Website
3. Strategic Organization

The original website was riddled with hidden links and confusing interfaces. The new structure takes a two-pronged navigation approach, with a dominant navigation for top hierarchy links, and a secondary navigation so users can access any page within a section. This is especially important for their vast archive of spiritual teachings. Now, users can clearly navigate through a series of teachings and know exactly where they are on the site. Additionally, the mobile site features an intuitive collapsing navigation so users can minimize scroll fatigue.

Keith Martinez
Member of Ramakrishna-Vivekananda Center of NY
I enlisted Sel’s help because our website was out of date and needed a total overhaul. Sel worked to understand our goals and very quickly produced diagrams so we could agree on a vision for the update. They were friendly, timely, attentive, and unafraid to learn about our full suite of functions and services. Not only did they produce a more modern, user-friendly site, Sel also showed me how to use Google Analytics so I could better understand my users. In short, Sel was a pleasure to work with and did a fantastic job. I highly recommend them.

3. SEO & Accessibility Improvements

As a passionate advocate of accessible design, I know that following best practices improves not only the website experience for abled and disabled users alike, but tangibly improves search rank. I took a focused pass through the website ensuring readable text, clearly identified links and buttons, and image alt texts.
September 18, 2018

Sel Gerosa Design

Rhode Island-based Website, Brand, and Graphic Designe

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