Green Compass Digital Experience & Enrollment System

The Role

As Director of Digital Experience at Green Compass, I led all aspects of the digital customer journey—from initial brand engagement through enrollment, product purchase, and ongoing customer management. This role combined strategic leadership with hands-on design execution across multiple disciplines.

Key Projects

Balance and Restore: Enrollment Flow System

The flagship project was creating the Balance and Restore enrollment experience—a sophisticated multi-step bundle-building system designed specifically for CBD wellness products.

The Challenge

Green Compass needed an enrollment flow that could:

• Guide bundle building through multiple product selections
• Present strategic upsells at appropriate moments
• Maintain legal compliance throughout (CBD regulations are strict)
• Handle complex business rules and restrictions
• Process checkout with various payment options
• Manage autoship/subscription setup
• Accommodate distributor relationships (direct sales model)

This wasn’t a simple “add to cart” flow—it was a comprehensive system balancing user experience with regulatory requirements and business logic.

Multi-Step Bundle Building

Created an intuitive progression through product selection:

Step 1: Understanding Needs

• Questionnaire to identify wellness goals
• Product recommendations based on responses
• Educational content about CBD benefits

Step 2: Build Your Bundle

• Guided product selection
• Bundle customization options
• Visual progress tracking
• Pricing transparency as selections change

Step 3: Strategic Upsells

• Complementary product recommendations
• Bundle enhancement opportunities
• First-order incentives
• Subscription benefits presentation

Step 4: Checkout & Compliance

• Shipping and payment information
• Autoship/subscription configuration
• Legal compliance agreements (required for CBD)
• Age verification
• State-specific restrictions handling
• Terms and conditions

Business Rules & Restrictions

The enrollment flow had to enforce numerous constraints:

Product Restrictions

• Certain products couldn’t be combined
• State-by-state shipping limitations (CBD regulations vary)
• Age requirements and verification
• Quantity limits on specific items

Compliance Requirements

• FDA disclaimer presentation
• Health claim restrictions (cannot make medical claims)
• Required legal language and disclosures
• Documentation of user consent
• Third-party testing transparency

Pricing Logic

• Bundle discounts based on selections
• First-order promotions
• Subscription pricing differences
• Distributor commission implications

Design Approach

Complexity Hidden Through Progressive Disclosure Rather than overwhelming users with all options and requirements upfront, I designed a stepped progression that:

• Introduced options when contextually relevant
• Explained restrictions as users encountered them
• Validated selections before allowing progression
• Provided clear error messages when rules were violated

Visual Clarity

• Clear step indicators showing progress
• Bundle visualization showing what’s included
• Pricing transparency at every stage
• Compliance checkboxes with plain-language explanations

Mobile-First Design Many customers enrolled on mobile devices, so the flow worked seamlessly across screen sizes with touch-optimized interactions.

Director of Digital Experience

Beyond the Balance and Restore project, I led all digital experience initiatives:

Campaign Management

Email Marketing Design

• Designed email templates and campaigns
• Created promotional email series
• Developed automated nurture sequences
• A/B tested subject lines and layouts
• Maintained brand consistency across campaigns

Social Media Marketing

• Created social media graphics and templates
• Designed promotional content for Facebook, Instagram
• Developed visual guidelines for social presence
• Coordinated with marketing team on campaign themes

Content Production

Product Photography

• Directed product photography sessions
• Established visual style for product images
• Ensured consistent lighting, composition, and styling
• Created lifestyle photography showing product usage
• Optimized images for web and social media

Video Editing

• Edited promotional videos for campaigns
• Produced conference and event videos
• Created product demonstration videos
• Developed social media video content
• Edited testimonial and educational videos

Conference Videos

• Captured company events and conferences
• Created highlight reels for internal and external use
• Produced distributor training videos
• Documented company culture and growth

Branding Leadership

Directed Branding Efforts

• Established visual identity guidelines
• Ensured brand consistency across all touchpoints
• Evolved brand as company grew
• Balanced professional wellness brand with approachable feel
• Created brand assets and templates for team use

Brand Applications

• Website design and updates
• Marketing collateral
• Packaging design input
• Trade show materials
• Internal communications

Usability & Analysis

Heuristic Analysis

• Regular evaluation of site usability
• Identified friction points in user journeys
• Recommended improvements based on best practices
• Prioritized fixes based on impact

User Testing & Feedback

• Gathered user feedback on new features
• Analyzed customer support trends for UX issues
• Tested enrollment and purchase flows
• Validated design decisions with real users

Back Office Design

Campaign Support

• Updated back office for new campaigns
• Created distributor tools and resources
• Designed reporting and analytics dashboards
• Maintained customer management interfaces

Ongoing Optimization

• Improved workflow efficiency for internal teams
• Updated admin panels as business evolved
• Created training materials for back office users
• Documented processes and best practices

The CBD Compliance Challenge

Designing for the CBD industry meant navigating a complex regulatory landscape:

Federal Restrictions

• FDA regulations on health claims
• Required disclaimers and warnings
• Third-party testing documentation
• Hemp vs. marijuana distinction

State-by-State Variations

• Some states prohibit CBD sales entirely
• Others have quantity restrictions
• Age requirements vary by state
• Shipping limitations and carrier rules

Industry-Specific Challenges

• Banking and payment processing restrictions
• Advertising limitations on major platforms
• Educational content that informs without making claims
• Building trust in a new, sometimes controversial industry

Every design decision had to consider these constraints while still creating positive user experiences.

Leadership & Collaboration

As Director of Digital Experience, I:

Led Creative Direction

• Set vision for digital brand presence
• Guided design decisions across projects
• Mentored team members on best practices
• Established design standards and processes

Collaborated Cross-Functionally

• Worked with compliance team on regulatory requirements
• Partnered with marketing on campaign strategy
• Coordinated with developers on technical implementation
• Aligned with executive team on business goals

Managed Multiple Initiatives

• Prioritized projects based on business impact
• Balanced long-term projects with urgent needs
• Coordinated timelines across campaigns
• Reported progress to stakeholders

Results & Impact

Balance and Restore Success

• Launched compliant, conversion-optimized enrollment flow
• Handled complex business rules without overwhelming users
• Successfully navigated CBD regulatory requirements
• Created scalable system for future product bundles

Brand Consistency

• Established cohesive visual identity across all channels
• Created brand guidelines enabling team consistency
• Elevated professional perception of brand

Campaign Effectiveness

• Designed marketing materials driving customer engagement
• Produced video content supporting sales and education
• Created email campaigns generating conversions

Operational Efficiency

• Maintained back office systems supporting team productivity
• Created tools enabling distributors to succeed
• Documented processes for team training

Key Learnings

Compliance as a Design Constraint

Working in CBD taught me to:

• Design within regulations without sacrificing user experience
• Educate users while adhering to claim restrictions
• Build trust in a skeptical market through transparency
• Document everything for legal protection

Multi-Disciplinary Leadership

As Director of Digital Experience, I learned:

• Wear many hats effectively (designer, photographer, video editor, brand director)
• Prioritize ruthlessly when resources are limited
• Delegate strategically while maintaining quality standards
• Communicate vision across different stakeholders

Enrollment Flow Complexity

The Balance and Restore project showed that:

• Business rules can be enforced without killing user experience
• Progressive disclosure manages complexity better than showing everything at once
• Clear communication of restrictions reduces frustration
• Visual feedback helps users understand their selections

Startup Environment

Working at a growing company meant:

• Rapid iteration based on changing business needs
• Flexibility to shift priorities as market evolved
• Hands-on execution combined with strategic thinking
• Building systems that could scale with growth

Conclusion

My work at Green Compass demonstrated the breadth of skills required to lead digital experience at a growing company in a regulated industry. From designing complex enrollment flows that balanced user needs with legal requirements, to directing brand strategy and producing marketing content, to maintaining back office systems—every project required combining creative vision with practical constraints.

The Balance and Restore enrollment system showed that even highly complex business rules and compliance requirements can be presented in user-friendly ways. The key is progressive disclosure, clear communication, and designing with both user needs and regulatory constraints in mind.

As Director of Digital Experience, I proved that wearing multiple hats—designer, photographer, video editor, brand strategist, usability analyst—isn’t about doing many things poorly. It’s about understanding how all these disciplines contribute to a cohesive customer experience and ensuring they work together toward business goals.

Green Compass taught me that great design in regulated industries isn’t just about making things beautiful—it’s about making complex, restricted experiences feel simple, trustworthy, and valuable.