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Christopher Cherry · Design & digital experience leader

I make complex businesses simple to understand, and impossible to ignore.

I lead digital experience strategy and creative direction, connecting customer needs, teams, and hands-on delivery.

Explore leadership work

Companies I've worked with.

  • Sage
  • Zuora
  • AdRoll
  • Foster Farms
  • Human Rights Campaign
  • Democratic National Committee
  • ACLU
  • Starbucks

Digital experience strategy that helps busy buyers find relevant software, understand its value, and choose their next step.

The challenge
Busy buyers need a quick route to relevant software. A broad product story can delay the answer they came for.
My role
I established the strategy, aligned colleagues around buyer behavior, and sequenced initiatives for phased delivery across teams.
A guiding decision
Put product choices earlier. Connect short demonstrations to deeper tours so people can explore at their own pace.
Progress and evidence
The work improved conversion across multiple touchpoints. Ongoing testing guides the next release; content hubs remain in progress.

Start with the answer a buyer needs.

Business software is often a necessary purchase, not something people look forward to researching. Visitors want a useful answer quickly, and often turn to navigation before following a story down the page.

I organized the strategy around that behavior: help buyers find a relevant product, show one useful task, then offer the detail they need to evaluate it. The challenge was to connect those steps across the experience.

I worked with colleagues to build support for a sequence of initiatives, combining established marketing tools with new interactions. We used research, prototypes, and phased testing to guide the next step while protecting conversion. Declared needs and consented first-party interactions provide the foundation for account-based experiences (ABX).

  1. 01

    Micro-learning

    Demonstrate a business solution

  2. 02

    Audience selection

    Establish needs and relevance

  3. 03

    Product tours

    Support product evaluation

  4. 04

    Content hub

    Inform the buying group

Connecting brand and digital experience across web, campaigns, publications, and events.

Creative direction
I worked with a multidisciplinary team across web, social, print, campaigns, and events, extending print design principles into digital channels.
Hands-on responsibility
My responsibilities included web strategy and three years as the primary web designer and developer, connecting the creative direction to day-to-day delivery.

Land and Expand

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Motion

Video production, editing, and motion design across companies and industries. This hands-on experience provides the technical and creative foundation for directing motion work and leading specialist teams.

Subscribed in-a-box Opening Video3:04

Illustration

An ongoing illustration practice focused on composition, color, hierarchy, and visual communication. These principles inform design decisions across brand and digital experience.

Photography

Personal and commercial photography exploring observation, composition, and light. This ongoing practice informs image-making and visual design.

Selected: 6 photographs