ADT is America's most trusted home security brand — and as Visual Design Manager at Centerfield, they were one of our most important clients. When someone is shopping for home security, they're not shopping for a product. They're shopping for peace of mind. They're thinking about their kids. Their family. What happens when they're not home. That context shaped every design decision I made on this project.

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I led the visual design team through a full redesign of ADT's user journey and lead flow — rebuilding the experience from the first question a user sees to the moment they get their free quote. Wireframes, user journey mapping, A/B testing across desktop, tablet, and mobile. The goal was radical simplicity — reduce friction at every step, make the qualifying questions feel human, and get users to a quote without making them feel like they were filling out a form. The final design was approved and scaled across all devices with full responsiveness.

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Beyond UX, I developed motion graphics social ads that drove users into the top of the funnel — creative that matched the emotional stakes of the product. Security isn't a fun category to market. It has to feel trustworthy and urgent without feeling scary. Getting that balance right is the whole job. The results backed it up:3% YoY ROAS improvement— incremental in a mature category, meaningful in practice.