Kris Krava

Experience Design

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Client Relationships
Marketing Strategy
Experience & Art

When advocating new digital strategies, challenges arise for both clients and delivery teams. I calmly provide creative expertise in user experience, visual design and development. I lead collaboration, guiding clients and teams to meaningful solutions and ensuring our concepts resolve the challenges at hand.

From Concept To Delivery

All product design begins with learning the client's business.

I partner with stakeholders to learn about the obstacles they're facing and the audience they're addressing. We collaborate to define the business, user and technical requirements within which the product design must conform. At the same time, potential solutions are dreamt, discussed and vetted for initial feasibility and client feedback.

From my notes and drawings, I draft formal documentation. I write proposals, project briefs and personas. I sketch, illustrate and craft high-level ux and visual design concepts. I blend it all into various presentation formats and present our team’s work.

I translate documentation and research into detailed functional designs. I create flow diagrams, sitemaps and wireframes at various degrees of fidelity.

I write user stories, test plans and scripts and then lead user testing of functional prototypes and development builds. The user research informs each following iteration, as I craft functional improvements and visual design refinements.


registration flow

 iPad wireframe

My lifetime as an artist has giving me thorough insight into the subtleties of visual design. These samples are concepts and final designs for applications and websites I have art directed.

Case Studies

THD Style Guide

Spring 2013 Edition

The Challenge

To create an iPad application which will assist in augmenting The Home Depot (THD) brand, communicating expertise in home décor, style and how-to projects.

The Solution

Our agency guided collaboration among multiple internal THD teams (Mobile, Online, Product and Marketing) to produce an original iPad magazine. Adopting a publication process, we provided functional and creative design and development services while gathering photography, video and copy content for each edition of the magazine.

Within each of the 6 seasonal editions we produced, users enjoyed an inspirational and educational interactive experience. Original content included articles, how-to’s, recipes, games and polls. Nearly every product displayed was also available for in-app purchasing.

The Results

  • Debuted at #1 in App Store
  • Featured on Huffington Post (front page)
  • App Store Staff Pick
  • Featured on
  • Featured in Top 500 Guide online

  • My Role

    I provided user experience direction for the concept, content and delivery of The Home Depot Style Guide. I was responsible for the functional design and testing of the application. I provided high-level content concepts, as well as high-fidelity application flows, sitemaps and wireframes. I contributed to visual design and development through design reviews and build testing, ensuring our initial concepts carried through to final delivery.

    30min NBC special

     donation processing website

    The Challenge

    Achieve 2.5MM food donations through increased Child Hunger Ends Here (CHEH) campaign awareness and eased participation.

    The Solution

    The national campaign was anchored by a 30-minute NBC special and numerous PSAs which ran in syndication for 3 months. Supporting initiatives included sponsored local events with real-time blog and twitter coverage. Additionally, printed POS displays and 220MM specially-marked packages reached consumers in the aisle. All marketing channels lead to the donation processing website. Users were directed to enter their unique ConAgra Foods product code, which generated a donation to Feeding America.

    The Results

    The CHEH television special made solid breakthrough, reaching 90% of targeted Moms and earning 47% General Recall. ConAgra Foods enjoyed an 11% increase in Positive Consumer Perception.

    CHEH was (at the time) the highest trending charity-related social media topic, earning 94MM impressions and over 6,500 user posts.

    Of the 1.8MM visits to the site, an astounding 81% of users entered a code to donate a meal. Visitors had 3 times the incremental value vs. other CHEH campaign interactions. Participation demonstrated a +9% sales increase of ConAgra Foods products. More than 60,000 consumers opted in to receive additional updates via email.

    Most importantly, over 2.5 million meals were donated to children who are struggling with hunger.

    My Role

    I contributed digital strategy to the integrated campaign lead. I art directed the digital team, providing functional designs, visual design concepts and leadership.

     free standing insert

     inner packaging

     outer packaging


    The Challenge

    Drive sales of Frigo string cheese in a way that earns the approval of Moms and engages their children.

    The Solution

    Create excitement and an emotional connection to the Frigo brand by partnering with DreamWorks Animation and Royal Caribbean.

    Leverage the newly launched "DreamWorks Experience" family cruise package as a sweepstakes grand prize. Utilized the Kung Fu Panda, How to Train Your Dragon and The Penguins of Madagascar movies as secondary prizes, as well as use assets from each to enhance multiple advertising channels.

    Execute the marketing campaign across 10MM Frigo outer packages, 150MM inner packages, a national FSI (35MM impressions) and banner advertisements. All contact points lead the consumer to the sweepstakes entry website and exclusive DreamWorks content.

    The Results

    The campaign has been Frigo's most successful promotion to date with a 460% increase in sweepstakes entries compared to their next most successful promotion.

    3.4MM page views
    2,135 avg. visits per day
    6.15 pages viewed per visit
    2:33 avg. visit duration

    My Role

    I provided on-going digital strategy for this print account team's longterm client. Together, we launched multiple integrated campaigns. For each, I created detailed sitemaps, flows and wireframes. I art directed the digital campaign components and produced animations.

    Partial Client List

    © 2013 Krava