Solving Problems With...
Visual Design & Brand Integrity
I solve the need for effective seasonal and evergreen content by delivering conversion-focused digital assets that ensure both cohesive visual storytelling and strict brand consistency.
Technical QA & Seamless Release
I ensure cross-functional success by leveraging expert Adobe and Figma skills to design, spec, and validate assets, enabling a seamless release in partnership with Production and UX teams.
Autonomous Timeline Management
I ensure guaranteed on-time delivery by operating as a self-directed professional who proactively manages all project timelines and assets.
Some Samples of My Work
Redesign & Modernization
My Design Process
Birmingham City Football Club Site Redesign
Homepage Desktop Design
Homepage Mobile Design
Design Rationale
Homepage Desktop Design
Homepage Mobile Design
Design Rationale
Birmingham City Football Club
Homepage Redesign
BCFC Site Goals
The primary objective for the BCFC website is to increase its financial viability and user engagement.
- Increase Monetization of the Site:
A core goal is to maximize revenue generation directly from the website. This will be achieved through efforts to increase sales in two areas:
- Increase Merchandise Sales:
- This involves optimizing the merch section of the homepage to allow users to both purchase items directly from the homepage, or go directly to the four different category pages
- Increase Ticket Sales:
- Adding match details to the header/hero area, with options to both watch a live match and purchase tickets
- Watch Live Matches:
Beyond monetization, a critical goal is to position the website as the go-to destination for fans to engage with live match content and encourage repeated visits to check upcoming matches, time until next match and jump-off point to watch the match live
- Encourage Revisit to Check the Countdown and See Upcoming Matches:
- The website will feature a prominent and visually engaging countdown timer to upcoming live matches, creating anticipation and encouraging frequent revisits.
- A dedicated section for the match schedule, including dates, times, opponents, and relevant broadcast information, will be easily accessible.
- Download the App to Add to Calendar and to Be Reminded of Upcoming Matches via Push Notifications
- Purchase Tickets to Live Matches
Overall Design Notes
Detail key design choices for the BCFC homepage, focusing on improved user experience, streamlined content and future adaptability.
Visual Hierarchy and Readability
- Negative Space: Used negative space to visually separate content blocks, enhancing readability and providing a clean aesthetic.
- Headings: Established a clear typographical hierarchy with consistent heading tags, font sizes, and weights to guide users.
User Interaction and Engagement
- App Download Buttons: Added context to “Download App” buttons for better user comprehension and increased conversion.
- No Hover Effects: Removed hover effects for consistent mobile usability and an intuitive experience across devices.
Content Management and Streamlining
- Recent News: Streamlined the “Recent News” section to optimize article display and improve access to updates.
Future-Proofing and Standardization
- A/B Testing: Designed the site architecture for easy A/B testing of CTAs and goals, allowing for data-driven refinements.
- British Date Format: Standardized all dates to the British format (e.g., 14 Sept, 2025) for consistency and professionalism.
Section Details
Header Hero
The Header Hero section aims to boost fan engagement by being a dynamic focal point with real-time info and clear calls to action (CTAs). Key features include:
- A countdown to the next match
- Prompting CTAs like “Purchase Tickets” and “Watch Live.”
This dynamic approach encourages repeat visits, keeps fans updated, and strengthens their connection with the club, ultimately driving engagement and revenue.
Merch Store
- Optimized Price Presentation: Cents were removed from all pricing displays. This strategy makes prices appear less expensive and more approachable, potentially increasing sales.
- Categorized Merchandise Display: Dedicated blocks were created for each merchandise category. This improves navigation and enhances the shopping experience.
Merch – Each Category Block
- Improve product presentation by using engaging lifestyle photos and three individual product shots instead of generic category images. This aims to reduce friction and encourage purchases.
- A/B test lifestyle image swapping to optimize driving users to shop pages
- Conduct A/B tests on product groupings, evaluating compelling images and category order to maximize conversion rates.
Recent News and Men’s News Section
- Enhanced Readability and Visual Contrast: Content blocks now use a two-column layout (text beside images) instead of a single column (text over images). This improves readability and allows for better type contrast.
- Clear Call to Action (CTA): A “Read Full Article” button was added for a prominent and unambiguous CTA.
- Improved Content Organization: The “Men’s News” section was moved below “Recent News” for a more intuitive browsing experience.
- Enriched Content Previews: News posts now feature a video icon overlay for video content and a dedicated CTA button, enhancing transparency and discoverability.
Banner Ad
- Placed strategically below the main conversion goals, this element remains prominent to boost conversion rates and optimize ROI.
Team Stats
- Toggle with a clear indication of which pane is active
- Clear CTA with verbiage to show users exactly what to expect upon click. To improve clarity and interaction, we propose two UI enhancements: a toggle for pane management and descriptive Calls to Action (CTAs).
Blues+ Videos
- Enhanced news post UX with video icon overlays and CTAs to guide users to content.
- Added a CTA to encourage Content Hub registrations and increase member sign-ups.
Club Sponsors
- The solid blue background has been replaced with a textured image, adding depth and visual interest.
Footer
- The section’s background was changed from blue to white to distinguish it from the sponsor logos above and to use negative space, signaling the webpage end.
Contact
- Andy Weigel
- Download Resume
- andyweigel.io
- andyweigel@gmail.com
- 717-343-1095
Resume
Andy Weigel
Digital Graphic Designer & UX Specialist | andyweigel@gmail.com | 717-343-1095 https://www.linkedin.com/in/andyweigel/Summary
Digital Graphic Designer specializing in high-quality visual design and execution for email and site assets—including seasonal campaigns and evergreen brand touchpoints. Proven expertise in translating strategy into cohesive storytelling, driving conversion, and upholding brand consistency. Expert-level skills in Adobe Creative Suite (Photoshop, Illustrator, InDesign) and Figma. Highly self-directed and organized, focused on meticulous attention to detail, proactive timeline management, and seamless collaboration with creative and production teams.Core Skills
Digital Design & Visual Execution
- Software Proficiency: Expert-level skills in Adobe Creative Suite (Photoshop, Illustrator, InDesign); High proficiency in Figma (Prototyping & Wireframing).
- Design Disciplines: Visual Design, Layout, Color Theory, UX/UI Design, Responsive Design (RWD) for email and site.
- Asset Creation: Design and production of high-volume digital assets including email templates, site banners, landing pages, and promotional content.
- Best Practices: Solid understanding of digital design best practices for e-commerce, conversion optimization, and Accessibility (A11y) standards.
Technical Application & Production Readiness
- Front-End Expertise: Deep understanding of how design translates to code, including HTML/CSS and JavaScript, enabling efficient partnership with production teams.
- Asset Documentation: Expertise in preparing, documenting, and releasing final creative assets in partnership with production and UX teams, ensuring optimal performance and cross-browser consistency.
- E-commerce/CMS: Familiarity with Shopify, WooCommerce, and modern CMS platforms for seamless asset integration and troubleshooting.
- Version Control: Experience using Git to manage design file versions and facilitate seamless collaborative workflows with cross-functional teams.
Project Management & Collaboration
- Workflow & QA: Proven ability to manage project lifecycles, track timelines and deliverables, and direct QA protocols, including comprehensive Usability Testing.
- Resource Management: Experience maintaining and contributing to image libraries and visual style guides to ensure rigorous brand consistency.
- Collaboration Tools: Proficient use of Jira, Asana, Trello, and Confluence for project planning and cross-functional communication.
Professional Experience
Owner, Developer, and Designer: Consulting and Agency Client Work Andy Weigel Creative Web Development | Oct 2005 – Present | Pittsburgh, PA, Hybrid- Managed a long-term consulting practice, applying self-directed time management and attention to detail to consistently deliver effective digital assets for diverse clients.
- Maintained a 10+ year partnership with a creative agency, executing high-volume visual design projects that upheld strict style guides and brand consistency for their client portfolio.
- Managed the complete design lifecycle of complex digital assets, from initial concept development in Figma through final production and release documentation.
- Contributed design direction and brand consistency during the modernization of 25+ product sites, ensuring visual integrity across the investment portfolio.
- Designed high-performing digital assets (landing pages, site layouts, and promotional banners) and leveraged A/B testing insights to optimize visual design and drive conversion.
- Executed high-quality responsive design that significantly contributed to site performance, ensuring optimal loading speed and user experience (UX).
- Consistently tracked timelines and deliverables for simultaneous projects across the portfolio, ensuring assets met strict review and release deadlines.
- Directed visual integrity and content structure during the migration of core company sites, upholding brand consistency across all redesigned platforms.
- Collaborated across cross-functional teams (IT, Content, Security) and reviewed routing packets to ensure accuracy and consistency before asset release.
- Optimized user experience (UX) and visual design of migrated platforms, leveraging structured content to improve searchability and asset display.
- Designed and managed all foundational digital assets for a new e-commerce platform, including the full website, email marketing templates, and digital advertising visuals.
- Collaborated with marketing and copywriters to execute personalized email campaigns, ensuring cohesive storytelling and design execution based on customer data.
- Designed and implemented localized landing pages and site assets that successfully drove in-store foot traffic and achieved key business metrics.