Archive Case Studies (1999–2021) · George Jensen Design Record

2021

Client: Indy Racing Experience
Category: Consumer Prototyping & Flow Optimization
Evidence: Attributed Outcome

Indy Racing Experience

Competitive Analysis · Wireframing · Prototyping · Guerrilla User Testing · Gathering Data · Synthesis

Overhaul of a high-friction racing ride-along checkout experience, turning an abandoned registration path into a streamlined, high-converting prototype.

Indy Racing Experience puts consumers into real IndyCar race cars around iconic speedways. Despite strong brand excitement, their legacy booking system suffered severe drop-offs: customers were confronted with confusing multi-step forms, unclear scheduling calendars, and ambiguous package pricing.

George ran competitive benchmarking and guerrilla user testing to identify the exact moments of visitor hesitation. He synthesized the findings into an interactive Adobe XD prototype that established an intuitive, visual vehicle-selection and date-booking workflow before writing the frontend registration interface.

Attributed Outcome

Improved user experience significantly raised consumer opinion of the brand, reduced checkout abandonment, and dramatically decreased customer support ticket volume.

Source: Client Engagement Record (2021)

2019

Client: One Mission Society
Category: Enterprise Digital Transformation & Donor Checkout
Evidence: Attributed Outcome & Stakeholder Attestation

One Mission Society (OMS)

Secondary & Primary Research · Information Architecture · Persona-Driven Design · User Testing · Code Development · DevOps UX

A five-year digital overhaul of an international non-profit's checkout and CRM infrastructure that drove over $1M in newly converted donor contributions.

One Mission Society had operated with an aging digital presence where the online contribution process was actively failing—prospective donors were dropping off at checkout due to unclear fund categorization and clunky transaction forms.

George deployed LogRocket session telemetry to observe user drop-off points in real time. Over five years, he rebuilt their donation flow, redesigned their information architecture around visitor personas, integrated CMS with automated CRM retargeting, and led DevOps UX to ensure high-speed global availability.

Attributed Outcome & Stakeholder Attestation

Overhauled donation flow changed contributions exponentially, bringing in over $1,000,000 in new donor revenue. Email newsletter engagement achieved an exceptional ~60% sustained open rate.

Source: Rich Danzeisen, Executive Director OMS

“Believe it or not, George accomplished a full digital transformation for OMS within 5 years. First on the list is he turned around our outdated online presence with his UX/SEO methods. His results directly impacted millions of dollars for years to come. George's humility in leadership has been his key to transforming our culture. He gets things done by keeping everyone on the team involved. He understands the full-stack web in order to pull together all the resources of the web to convert. He puts his soul into work.”

Rich Danzeisen Executive Director, OMS

2017

Client: Remember Nhu International
Category: Giving Platform & Financial Operations Automation
Evidence: Attributed Outcome & Stakeholder Attestation

Remember Nhu

Generative Research · Information Architecture · Persona-Driven Design · Prototyping · User Testing · Gathering Data · Synthesis

Replacing 30 hours per week of manual banking entry with an automated donor UX that scaled organization contributions from $300K to $3M+ annually.

Remember Nhu operates globally to prevent child sex trafficking. Prior to George's engagement, their donation system was manual: whenever a supporter wished to donate via credit card or pledge recurring monthly sponsorship, they had to phone the office, where staff manually transcribed and entered credit card details into bank software.

George conducted generative research with supporters and staff, designed intuitive sponsorship and donation workflows, and implemented an online system that automated recurring credit card processing directly into their accounting system.

Attributed Outcome & Stakeholder Attestation

Constituency and annual donations surged from $300,000 to over $3,000,000 annually. Manual donation processing time was slashed from 30 hours each week down to just 8 hours.

Source: Anne Moyer, Assistant Treasurer

“We were able to quadruple the number of donations, and this is mostly due to George. I used to put 30 hours a week processing donations, now it’s 8 hours a week. George created our online donation system, which has had a huge impact. In the past, if someone wanted to donate via credit card, they would have to call me and I would input all information into our banking system. Luckily, George designed a website to allow donors to donate online.”

Anne Moyer Assistant Treasurer, Remember Nhu

2013

Client: Umbaugh (now Baker Tilly)
Category: Municipal Financial Advisory Taxonomy
Evidence: Artifact Evidence

Umbaugh & Associates

Quantitative Analysis · Information Architecture · Persona-Driven Design · User Testing · Code Development

Restructuring dense bond and civic financial advisory services into a clear, municipal client-focused taxonomy.

Umbaugh was one of the nation's premier independent financial advisory practices serving municipal utilities, school districts, counties, and townships. Their legacy website mirrored their internal legal divisions rather than the service problems municipal clerks, superintendents, and bond issuers needed to solve.

George led quantitative analytics and user persona modeling to reorganize their entire practice hierarchy into actionable client categories—school financing, utility rate analysis, and municipal bonds—backed by a modern digital design.

Artifact Evidence

Rebuilt practice presence around how civic officials seek advisory services, clarifying service paths and driving increased direct consultations.

Source: Umbaugh Practice Record (2013)

2011

Client: Allison Transmission
Category: Kiosk Interaction Design & Trade Show Hardware
Evidence: Artifact Evidence

Allison Transmission — Interactive Trade Show

Generative Research · Information Architecture · Wireframing · Prototyping · User Testing · Synthesis

Designing an interactive booth touch-screen kiosk allowing commercial fleet specifiers to filter and explore heavy transmission models.

At major industrial trade shows, Allison Transmission needed a durable, intuitive kiosk interface for booth visitors to navigate their deep catalog of commercial-duty transmissions.

George conducted generative research on vehicle specifier requirements, designing wireframes and tactile touch interactions that enabled fleet managers, engineers, and distributors to explore transmission ratios, torque capacity, and engine compatibility at a touch.

Artifact Evidence

Delivered a high-traffic kiosk application for Allison's global trade show exhibitions, providing visitors with frictionless self-serve specification discovery.

Source: Allison Transmission Project Archive (2011)

2011

Client: BranchAnywhere Platform
Category: Mobile Banking Hardware & Touchscreen Interaction
Evidence: Artifact Evidence & Complete Specs

BranchAnywhere

Field Studies · Pure & Competitive Research · Wireframing · Prototyping · User Testing · Synthesis

Field studies, interaction wireframes, and visual design specifications for a portable touchscreen branch banking station.

BranchAnywhere was conceived as a mobile banking hardware solution allowing bank representatives to bring full teller and advisory capabilities directly into community centers, corporate campuses, and retirement communities.

George conducted field studies of banking transactions, modeled user interaction requirements for portable touchscreen tablets, and produced comprehensive wireframe specifications (v08) and visual design systems (v05a) detailing screen ergonomics and touch targets.

Artifact Evidence & Complete Specs

Produced complete engineering specifications and visual design documentation for the pilot mobile banking branch deployment.

Source: BranchAnywhere Design Specification Record

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BranchAnywhere Touchscreen Wireframes (PDF) FULL WIREFRAME SPEC · 2009 →

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BranchAnywhere Visual Design Specification (PDF) FULL VISUAL DESIGN SPEC · 2010 →

2011

Client: Evanced Solutions
Category: Public Library Management Software & Personas
Evidence: Artifact Evidence & Persona Set

Evanced Solutions

Quantitative Analysis · Information Architecture · Persona-Driven Design · User Experience Research · Build

Developing a 4-persona research foundation and interaction architecture for public library event management and reading software.

Evanced Solutions developed software used by thousands of public libraries nationwide for calendar management, event booking, and summer reading clubs. As their product catalog grew, user roles between children's librarians, branch directors, IT administrators, and patrons had become muddled.

George conducted quantitative workflow analysis and developed four distinct personas detailing goals, technical proficiency, and daily library tasks. This persona set guided the creation of complete system wireframes (v09) and clean product concept interfaces.

Artifact Evidence & Persona Set

Rebuilt the library software interaction architecture around distinct user motivations, significantly improving workflow efficiency for public library staff.

Source: Evanced Solutions Architecture Record (2011)

Evanced Solutions Personas 4 PERSONAS · FIELD RESEARCH

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Evanced Solutions Complete Wireframe Spec (PDF) FULL WIREFRAME SPEC · 2010 →

2009

Client: Dermatology Inc.
Category: Patient Digital Architecture & Clinical SEO
Evidence: Attributed Outcome & Stakeholder Attestation

Dermatology Inc.

Quantitative SEO Analysis · Information Architecture · Persona-Driven Design · User Experience Research · Build

Bridging clinical medical terminology with patient search behaviors to transform multi-clinic appointment booking.

Dermatology Inc. was a premier regional medical practice. Prospective patients with common skin conditions were failing to discover the practice online because the legacy website was organized around technical dermatological taxonomy rather than the symptoms and queries patients actually typed into search engines.

George performed quantitative search analytics, modeled patient personas, and restructured the digital architecture to align patient search intent with clinic services, physician credentials, and direct appointment scheduling.

Attributed Outcome & Stakeholder Attestation

Achieved top organic search rankings for regional dermatological conditions, producing sustained growth in new patient appointment requests across all clinic locations.

Source: Jeff Pope, Creative Director at DeveloperTown

“George turned Dermatology Inc's online footprint into an accessible, high-converting patient channel. His rigor in research and taxonomy continues to set the benchmark for user-first digital architecture.”

Jeff Pope Creative Director at DeveloperTown

2008

Client: Warner Press Publishing
Category: Publisher eCommerce & Persona Framework
Evidence: Artifact Evidence & 7 Personas

Warner Press

Search Analytics · Information Architecture · Persona-Driven Design · UX Research · Build

A comprehensive 7-persona research framework and information architecture overhaul for a historic religious and educational publisher.

Warner Press published thousands of book titles, curriculum guides, bulletins, and church supplies. Their legacy online store made product discovery difficult because products were cataloged by print inventory codes rather than user purchasing intent.

George developed a comprehensive 7-persona framework capturing pastors, Christian education directors, church administrators, and lay readers. He reorganized the product catalog taxonomy and produced full sitemap architectures (v5) and wireframe templates.

Artifact Evidence & 7 Personas

Reorganized extensive product catalog around audience purchasing habits, driving measurable improvements in eCommerce basket size and category navigation.

Source: Warner Press Architecture Record (2008)

Warner Press 7-Persona Research Framework 7 PERSONAS · PRIMARY RESEARCH

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Warner Press Complete Sitemap Architecture (PDF) FULL SITEMAP SPEC · 2008 →

2008

Client: St. Luke's UMC
Category: Large Congregation Information Architecture & Scope
Evidence: Artifact Evidence & 5 Personas

St. Luke's United Methodist Church

Search Analytics · Information Architecture · Persona-Driven Design · UX Research · Build

Balancing dozens of ministries, programs, and community services into a coherent 5-persona digital architecture.

St. Luke's is one of the largest United Methodist congregations in the United States, with thousands of members attending weekly services, community ministries, preschool programs, and service outreach. Their legacy site had become an unmanageable sprawl of competing ministry announcements.

George conducted stakeholder interviews and user search analytics, authoring a rigorous 5-persona model (Mary Sue, Frank, Faye, Albert, Lucy). He mapped out the entire congregational sitemap (final) and drafted a detailed technical scope document (v4).

Artifact Evidence & 5 Personas

Delivered a structured, audience-segmented communication architecture that reduced internal ministry conflict and made service times, sermons, and registration easily accessible.

Source: St. Luke's Project Architecture Record (2008)