https://www.calderonjosue.com/articles daily 0.75 2025-04-15 https://www.calderonjosue.com/articles/why-culture-eats-strategy-for-breakfast monthly 0.5 2025-04-15 https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/bbfaf588-3bda-4411-81c7-1db3e1c6aedc/SocialIdentityTheory.jpeg Articles - Why Culture Eats Strategy for Breakfast. - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.calderonjosue.com/articles/gut-primacy-the-role-of-intuition-in-decision-making monthly 0.5 2025-03-25 https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/5215a275-f043-446a-9623-fc6e1f440211/fmri-2.jpg Articles - Gut Primacy: The role of Intuition in Decision-Making - Make it stand out Image courtesy of: https://today.uconn.edu/2014/01/fmri-machine-will-expand-research-capabilities/# https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/3e0a9acc-0e70-47b6-852b-b17d4a9e4dd1/intuition.jpg Articles - Gut Primacy: The role of Intuition in Decision-Making - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/8a8a8238-a580-49be-91ab-5d172fd92427/murray.jpeg Articles - Gut Primacy: The role of Intuition in Decision-Making - Make it stand out Photo of Henry Murray courtesy of: https://www.harvardmagazine.com/2014/02/henry-a-murray https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/29ed90e9-77b2-4766-ba7d-3218142843c1/william_james.jpg Articles - Gut Primacy: The role of Intuition in Decision-Making - Make it stand out Image Courtesy of: http://www.infocobuild.com/books-and-films/social-science/the-principles-of-psychology-william-james.html https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/64ab35de-17a9-41f8-95a2-5c9775c80358/Robert-Zajonc.jpg Articles - Gut Primacy: The role of Intuition in Decision-Making - Make it stand out Image Courtesy of: https://www.psicoactiva.com/biografias/robert-zajonc/ https://www.calderonjosue.com/articles/attention-models-behavioral-decisionmaking monthly 0.5 2025-03-14 https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/f57dde83-5f17-4a54-b716-8701ea04bee3/KahnemanTypes.png Articles - 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Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.calderonjosue.com/home daily 1.0 2025-12-02 https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1607824941792-RFYCSR7XKV3YE226Q4I5/calderon_ux_samples.png Home https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1607997285829-LWZLUDWXI50UDX2LRCBU/Home_Marajo.png Home Marajo Haircare https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1607884925623-KJSVS1SEQGQUVKK7L4XS/MeaningfulBeauty_Wireframe_vertical.png Home Cindy Crawford's Meaningful Beauty Subscription Management Web Application https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1607998421445-FT20XYBOHDNHVSBSS8I1/Home_proactiv.png Home Proactiv Member Site with Adam Levine https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1607996478851-EFXBN6HZF80DFNEWLL9I/Home_MeaningfulBeauty_mobile.png Home MeaningfulBeauty Membership website https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1607997758423-BU6SQF9343LAG1OJJXRH/Home_Herbalife.png Home Herbalife.com https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1607999132035-RSCHYIPFINSZ4PSO3RUZ/Home_ITCosmetics.png Home IT Cosmetics Subscription Management tools https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1607998769144-N2F609VDR5HUY7I0ABOW/Home_Smileactives.png Home Smileactives - Ratings and Reviews https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1607999462393-RZZGUJ3XI8MDCAX3QNT9/Home_SpecificBeauty.png Home Specific Beauty Ratings and Reviews https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1607885350802-I5TFK3KJLLU7V73E1FJU/GuitarCenter_JimmyPage.png Home Guitar Center - Jimmy Page Microsite https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1608008135853-00U12Z11MD9A4PEAW069/Home_RobbinsBrothers.png Home Robbins Brothers Product Search Results Page https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1608008423694-AGLX4KIRXTZFHDTC1PJ5/Home_HerbalifeSports.png Home Herbalife Sports https://www.calderonjosue.com/contact-5jgzk daily 0.75 2020-12-13 https://www.calderonjosue.com/contact-tfeh5 daily 0.75 2020-12-13 https://www.calderonjosue.com/contact-l67t9 daily 0.75 2020-12-13 https://www.calderonjosue.com/competencies daily 0.75 2025-11-23 https://www.calderonjosue.com/contact-3s67f daily 0.75 2020-12-13 https://www.calderonjosue.com/contact-3 daily 0.75 2020-12-13 https://www.calderonjosue.com/contact-1 daily 0.75 2020-12-13 https://www.calderonjosue.com/contact-fs2hn daily 0.75 2020-12-13 https://www.calderonjosue.com/contact-5 daily 0.75 2020-12-13 https://www.calderonjosue.com/contact-agbez daily 0.75 2020-12-13 https://www.calderonjosue.com/contact-2 daily 0.75 2020-12-13 https://www.calderonjosue.com/contact-93s6z daily 0.75 2020-12-13 https://www.calderonjosue.com/contact-lw8jh daily 0.75 2020-12-13 https://www.calderonjosue.com/contact-fs5hn daily 0.75 2020-12-13 https://www.calderonjosue.com/contact-nr4be daily 0.75 2020-12-13 https://www.calderonjosue.com/contact-kd3pe daily 0.75 2020-12-13 https://www.calderonjosue.com/contact daily 0.75 2020-12-18 https://www.calderonjosue.com/contact-g88js daily 0.75 2020-12-13 https://www.calderonjosue.com/contact-4 daily 0.75 2020-12-13 https://www.calderonjosue.com/guthy-renker daily 0.75 2020-12-23 https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1608102202071-ZUIA87XPC0V48X2QPYMO/CaseStudy_proactiv2.jpg Guthy-Renker - Goal: Revenue Growth Every for-profit company’s goal, am I right!? This is something I pride myself in having successfully and consistently accomplished since I started working with organizations. There are so many simple low hanging fruit strategies to increase your revenue, sometimes all it takes is patience and experience in knowing which strategies to use with a particular demographic. In this example, I championed using product reviews to build trust and increase company-wide conversion by 17%. Big wins, all day long. https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1608102912620-4TGKHYE459MDQOTGG4K1/CaseStudy_MemberSite.jpg Guthy-Renker - Goal. Cost Savings The beauty of technology is often in a well executed back-end which serves to extend the abilities of the great people already working behind the scenes. We created customer experiences involving ai chat-bots to preempt questions and perform skill-based routing to match customers with our best call center agents. We also designed and developed an online set of tools to help customers self-service and manage their subscription boxes and decrease costs to our call center. These new web applications had to connect to our complex and in-house built order management systems, which was a challenge, but the results for the company were incredible. https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1608103843590-N2PRK76DKKQZ664K7RNZ/CaseStudy_referralmarketing2.jpg Guthy-Renker - Retention Strategies. They say acquiring a new customer can cost up to 5X more than retaining an existing customer… and in a subscription-based business, current members are golden! We implemented retention strategies such as rewards programs, members-only catalog offers, and referral marketing. All of these initiatives required User Experiences to be researched, defined, designed, created and launched. This is what I do and we watch it grow together! https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1608104461633-TMRX2T6OPZVSU32ZNKQD/CaseStudy_VoC.png Guthy-Renker - Capturing the Voice of the Customer (VoC). VoC, what a beautiful acronym. Bill Gates famously said: “Your most unhappy customers are your greatest source of learning.” The challenge is how do you listen to hundreds of thousands of customers who are speaking through a variety of sources and platforms? This takes some masterful finessing, which I have perfected over my 16 years of working in digital spaces. What we need is a machine to pull in both Quantitative and Qualitative feedback in a way that makes sense to the business. Welcome to Josué Calderón. https://www.calderonjosue.com/guitar-center daily 0.75 2020-12-23 https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1608280381200-4F0BNYBII1KG1KUHR3F3/CaseStudy_guitarcenter.jpg Guitar Center - Rockstar Energy. The organization’s goal was to communicate the energy of the company through a digital channel. We were able to successfully accomplish this by creating digital experiences which appealed not only to the auditory sense, but also build connection through visual design. We took our demographic’s Visual, Intellectual, Memory, and Motor (VIMM) skills into consideration in our design. https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1608280837497-I9DU88E4KTEDKNGWUVZX/CaseStudy_guitarcenter_drumoff.jpg Guitar Center - Building Community. In a time before social media, it was imperative to build community through user groups, message boards, and chat groups. My contributions to the community came in the form of all three. I also conceptualized and pioneered the used gear section of the site, which created an entire new business opportunity for Guitar Center. Here’s a sample of a drum competition site I built in 2006. Time flies! https://www.calderonjosue.com/herbalife daily 0.75 2020-12-23 https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1608273641555-TB1W10LLSHZ1DOZMBGPB/CaseStudy_Herbalife_DigitalSuite2.jpg Herbalife International - Digital Business Suite. Our challenge was to create and develop tools to enable a distributor base of 2+ Million global distributors to grow their businesses. I worked to create Myherbalife.com in order to help distributors accomplish their needs for CRM, catalog orders, calendar management, send e-cards to their customers and more. The tools successfully averaged 15.6 Million monthly page views. https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1608273677439-OTGU723OWSCJECNXT1TM/CaseStudy_Herbalife_Brand.png Herbalife International - Brand Building & Marketing. One of the goals for the company was to provide distributors with a strong brand and marketing tools to help them share their story and build trust with new customers. We utilized sports sponsorships to help trigger users’ cerebral cortex (fusiform facial area) to increase connection, persuasion, and trust. Here is an example of our use of the LA Galaxy men’s soccer team. https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1608273980135-E6368DV160IBVU3ZC8EW/CaseStudy_Herbalife_Sports.jpg Herbalife International - Localization & Internationalization Every organization has unique needs. Our challenge at Herbalife International was to design web applications that would accommodate 82 countries, each with unique considerations for language, culture, and content. In order to lower costs, our team developed a content-agnostic modular design to meet the needs of over 2 million users. https://www.calderonjosue.com/robbins-brothers daily 0.75 2020-12-23 https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1608276450356-6R944JLQ1NE0FUYIVA6M/CaseStudy_robbinsbrothers_mentalmapping.jpg Robbins Brothers - Rediscovering DNA. It's not uncommon to see organizations with a history of longevity begin to lose their identity and “secret sauce” over time. Robbins Brothers was not the exemption. In order to shift the company into a growth-position, we first had to perform a series of rediscovery sessions to uncover the brand’s perception and customer roadblocks. These are tough conversations to have, but listening to customers was central to the company’s growth path. This is a sample of the results of a white boarding session I led with the executive team. https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1608276819077-0MUG6P8LXKZRQB3GOANM/CaseStudy_robbinsbrothers_wireframing.jpg Robbins Brothers - Mental Mapping & Wireframing Given the recent bankruptcy, every investment, including time, had to be well justified. We carried out a series of rapid prototyping sessions, often times with senior executives and users, in order to reach deliverables and solutions quickly. Here are a few of the wireframe prototypes I developed along with the early rounds of mockups which would begin moving the company toward success. https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1608279554253-XSCLWN3B36N3EV90F0HW/CaseStudy_robbinsbrothers_redesign2.jpg Robbins Brothers - Rebranding & Redesign. Due to tight budgets, the company had relied on engineers to make design decisions. While the website was functional, it lacked the human characteristics necessary to build emotion, persuasion, and trust with our customers. We improved usability, decreased call center costs, improved the information architecture, increased empathy, raised emotion, and helped people become excited about a milestone in their lifelong journey. It was such a successful redesign that other jewelers began to emulate our aesthetics…. imitation is the greatest form of flattery, indeed! https://www.calderonjosue.com/design-process daily 0.75 2021-01-24 https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1611510061965-EAHGOA5RHSHD5HLQZ1IZ/CaseStudy_RobbinsBrothersCatalog_Final.jpg Design Process - Robbins Brothers Redesign https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1611512207085-0OA85GOW6XRSEKQ857L6/image-asset.jpeg Design Process - Robbins Brothers Redesign https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1611512470690-MEG9JBXE8STKIZ136R6D/CaseStudy_RobbinsBrothers_before.jpg Design Process - Robbins Brothers Redesign https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1611511883648-9P641X462SIQ9PI2ERC9/image-asset.jpeg Design Process - Robbins Brothers Redesign https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1611511937331-CANDHAM404VL01ASM5X8/image-asset.gif Design Process - Robbins Brothers Redesign https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1611512697409-54NJE0VGJFY0V20TZ7S7/CaseStudy_RobbinsBrothersCatalog_Final.jpg Design Process - Robbins Brothers Redesign https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1611513430453-OKJW6KPMQJLFBIVHTZGI/CaseStudy_RobbinsBrothers_taskdiagram.jpg Design Process - Robbins Brothers Redesign https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1611513597084-EKLOJ0V5AUWOC8O9WWJR/CaseStudy_RobbinsBrothers_heatmaps.png Design Process - Robbins Brothers Redesign https://images.squarespace-cdn.com/content/v1/5fd55506fd756c1ce4d8889d/1611513608561-5RW73MY8S4HAINF0COJL/CaseStudy_RobbinsBrothers_mousetracking.png Design Process - Robbins Brothers Redesign