Work samples in content, creative, and digital strategy
A GIF animating lines of deleted code from a photo of Kelley O'Leary's installation with ceramics, dirt, and glass.
A screenshot of call to actions at the pre-footer block for site visitors to apply, visit, request info, or give.

The redesigned homepage for California College of the Arts (CCA) and an award-winning landing page on diversity, equity, inclusion, and belonging center the college’s action-oriented mission, while an experimental artist interview for on-off.site shows experimental range.

A black wavy arrow that points downward.

Portfolio Projects

Project

New Homepage for CCA

Summary

Led the redesign of the cca.edu homepage to better represent the college’s mission, on-campus experience, and prospective student journey.

  • Joel Lithgow, UI/UX Designer

    Jackie Mantey, Writer

    Nikol Plass, Creative Operations

    Tanza Solis, Developer

    Stephanie Tondow Smith, Content Strategist, Digital Strategist, Creative Director

  • Leading a cross-functional team of UI/UX designers, writers, and developers, we transformed the homepage from a customer-focused to a conversion-oriented experience. We involved key stakeholders throughout the design process, from deans to students.

    Our strategic reorganization followed the user journey through awareness, consideration, and action stages. We prioritized accessibility through enhanced color contrast, readability, and comprehensive alt-text, while maintaining brand cohesion.

    • Decreased bounce rate by 38.3%

    • Increased average engagement time by 89.5%

    • Enhanced accessibility through improved contrast, readability, and alt-text

    • Ongoing metrics tracking through Looker Studio dashboard

  • Content strategy, creative direction, project management, stakeholder management, data analysis, accessibility optimization, UX research

  • The legacy site with three large tableaus with image and story-driven headlines.

    Legacy Design

  • A screenshot of the Figjam board with notes from all our initial feedback session for the cca.edu redesign.

    Process

  • The top section of the redesigned homepage. Intro: "California College of the Arts: The action-oriented art, design, and architecture school in San Francisco" against a video background. Below section includes the mission statement, image, and CTAs.

    New design

  • Screenshots of the content strategy for the homepage redesign with initial designs to its left.

    Content Strategy

Project

Diversity, Equity, Inclusion, and Belonging at CCA

Summary

Developed a San Francisco Design Week Award-winning web page about CCA’s “maker’s approach” to diversity, equity, inclusion, and belonging

  • Tricia Brand, Partner

    Joel Lithgow, UI/UX Designer

    Jackie Mantley, Writer

    Nikol Plass, Partnership Director

    Stephanie Tondow Smith, Content Strategist, Creative Director

  • Developed in collaboration with Vice President of Diversity, Equity, Inclusion, and Belonging (DEIB) Tricia Brand, the web team created a dynamic landing page about CCA’s “maker’s approach” to DEIB. The site is colorful, story-driven, actionable, and informational, sharing a lens on how CCA collectively builds this work in theory and practice.

    • Won a 2023 San Francisco Design Week Award

    • 120% increase in active users YOY

  • Content strategy, creative direction, project management, stakeholder management, data analysis, accessibility optimization, UX research

Community in Action

The site exemplifies future-directed storytelling and features dynamic elements like expandable definitions and scroll-based interactions. This living page is a model for inclusive digital experiences, illustrating how organizations can approach DEIB work collectively and authentically. 

Award-Winning Design

This project received a 2023 San Francisco Design Week Award, which recognizes excellence in impact, inclusiveness, and visual appeal.

Project

Artist Feature for on-off.site

Summary

Designed an experimental interview with artist Kelley O’Leary exploring her ongoing cataloging of the physical footprint of the internet

  • Stephanie Garcés, Curator

    Kelley O’Leary, Artist

    Stephanie Tondow Smith, Content Strategist, Digital Strategist, Visual Designer

  • on-off.site is creative collective that creates space for broader inclusion and representation in the arts, supporting over 90% of BIPOC and women artists with funding for internet-based projects, original research, and collaborative storytelling. Designing and producing individual features with artists has also been an important outlet for me creatively and intellectually.

  • Content strategy, creative direction, multimedia storytelling, project management, UX design

GIF of an image deteriorating with lines of code being deleted periodically.
A neon green line mapping Kelley's map to data centers throughout the West.
Kelley O'Leary crouches gather mustard near her studio in Davis.
A reel with text in neon green: "It's a pilgrimage to find The Cloud, this elusive Cloud that we have contact with every day of our lives." Background is a video of clouds with a beige overlay.
A GIF from a reel with Kelley O'Leary
Objects in Kelley's Studio, from ceramic sculptures on the floor to hanging textiles to glass remnants.
Kelley O'Leary stands with her hands in her pockets amid her work in the studio, ranging from clay sculptures to prints to dyed fabric.