Tyler Pease is a digital strategist, product owner, and UX designer located in Richmond, VA.
He previously served as the strategy lead at COLAB—a web design, development, and digital consulting agency. With a decade of experience in digital marketing and product development, Tyler has nearly done it all: From front-end design and development to cross-channel campaign management.
-
![]()
Hot97
A webby nominated new website and owned media strategy for the #1 hip-hop station in New York
-
![]()
Ukrops Hometyle Foods
A new e-commerce platform for a beloved Richmond brand.
-
![]()
Seniors Guide
A website rebuild and custom data analytics implementation for a senior living brand
Work
Tyler has worked on hundreds of websites and web applications as a front-end developer, user experience designer, digital strategist, and product owner.
Projects
Website Redesigns and Replatforms
Web Application Development
Ongoing Product Support and Optimization
User Experience Research
Digital Campaign Management
Content and Brand Strategy
Industries
Banking, Finance, and Insurance
Legal
Non-Profit
Advocacy and Government Relations
Professional Services
Housing and Real Estate
Travel and Tourism
News, Media, and Entertainment
Gaming
eCommerce
Insurance
User Experience Research, UX Design
Apparent Insurance
Apparent Insurance is a subsidiary brand of Elephant Insurance that offers auto, home, and life insurance for parents and families. Leveraging their niche audience focus, we developed a targeted UX testing plan and UX optimizations to increase lead conversions through their marketing website and online quote application.
Banking & Finance
Digital Strategy, Product Management, UX Research, UX Design
Arkansas Federal Credit Union
Arkansas Federal Credit Union needed a new website that catered to a changing audience focus without alienating their current user base. By conducting robust audience, user, and competitor research, we developed a strategy to target a new generation of members while growing the product mix of their member base.
Senior Housing
Digital Strategy, UX Design
Covenant Woods
Covenant Woods is a premier senior living brand in Richmond, VA. Although their website generated consistent leads, there was a missed opportunity for attracting leads earlier in the buyer's journey. By developing a unique buyer's journey focused on Covenant Wood's ideal customer, we created new conversion opportunities in the form of gated content and pricing calculators, leading to an increase in both the number and quality of leads through the website.
Technology
Digital Strategy, Product Management, UX Design
Datastax K8sandra
K8ssandra is a cloud-native distribution of Apache Cassandra that runs on Kubernetes. Their new website needed to provide the right resources and reassurance for their tech-savvy and skeptical user base. We built a web platform that could host clear and robust documentation, enable community development through hosted blogs and forums, and simplify installs through interactive getting-started tools, establishing k8ssandra as a brand and dramatically growing its install base.
Insurance
Digital Strategy, Product Management, UX Design
Elephant Insurance
Elephant Insurance is a well-known insurance brand based in Richmond, VA. We collaborated with their internal marketing and development teams to enhance their lead generation initiatives, specifically improving their mid-funnel conversion strategy and increasing the completion rate of their online auto quote. Through research into their current audiences, we developed a companion application to their quoting tool that educated users on insurance coverage options and overcame barriers related to unfamiliar insurance lingo. The result was a more educated user base and a more streamlined quote journey leading to more quote completions.
Non-Profit
UX Research, UX Design
Feed More
Feed More is a non-profit organization that connects people experiencing food insecurity with local food banks and resources. Although their website contained essential information for their audiences, it was disjointed and poorly organized. We focused on Feed More's key audiences of donors, customers, and partner organizations to conduct research and implement UX improvements that dramatically improved site usability and better connected users to the information and actions they needed.
Professional Services
UX Research, UX Design
Hilldrup
Hilldrup is a white-glove moving, logistics, and professional services provider with locations all along the East Coast. After launching their redesigned website, we continued to optimize and support it. Working closely with SEO and inbound marketing partners and developing new content creation and lead generation tools, we continually evolved the site to attract and convert more leads.
Hot97
News, Media, and Entertainment
Digital Strategy, Product Management, UX Design
Hot97 is the number one hip-hop station in New York with millions of monthly listeners and site visitors. However, their online presence was limiting their growth. In collaboration with an app development group, we created a new online platform. It served as a content management tool for both the website and mobile app, and created more opportunities to drive users to owned media. The platform also connected to their broader social and video strategy, while elevating their brand presentation, user engagement, and ad revenue.
In Development
Banking and Finance
Digital Strategy, Product Management, UX Research, UX Design
Idaho Central Credit Union
ICCU is a large regional credit union that serves Idaho and parts of Washington State. As a rapidly growing credit union with an established and well-known brand, they needed a website that would meet and exceed the expectations set by their other member touchpoints. Through in-depth audience and competitor research, we established a robust product roadmap to guide the ongoing development of their new primary web presence.
Mining and Aggregates
Digital Strategy, Product Management, UX Design
Luck Companies
Luck Companies is a large regional mining and aggregates organization operating across the mid-Atlantic. 2023 marks the 100-year anniversary of the company, and its team wanted to showcase its years of success with a microsite dedicated to its history, employees, customers, and partners. We worked closely with the Luck team to establish a strategy that aligned with the Luck Companies brand and created engagement throughout the year. Starting with an interactive timeline, we introduced new content and features in line with their broader campaign strategy. We created a platform that celebrates all aspects of the Luck story.
Sports
Digital Strategy, Product Management, UX Design
Marine Corps Marathon
The Marine Corps Marathon Organization hosts several running events throughout the calendar year, and is most well known for its titular event, The Marine Corps Marathon in Washington, D.C. As the pandemic forced the MCMO team to pivot towards virtual events, they realized how much their website was holding them back from connecting with their runners and sponsors. Through our work, we created a far more flexible platform that better met their user’s expectations, and made it far easier for the MCMO team to manage content on a day-to-day basis.
Gaming
Digital Strategy, Product Management, UX Design
North Carolina Lottery
The North Carolina Education Lottery needed a better way to teach new and returning players their pick 3 and pick 4 draw games. As they continued to roll out new ways to play, they also needed an extensible platform that could be easily applied to other games. With these needs in mind, we created a mobile web application built around an animated tutorial and playable game demo that effectively demonstrated all the ways to play and win their draw games.
Higher Education
Digital Strategy, Product Management, UX Design
Saint Leo University
Saint Leo University is the largest Catholic University in Florida, but their old website did not reflect the scope and sophistication of their organization. In partnership with EAB, we worked to create a robust platform with features users have come to expect, such as advanced search and robust program and faculty directories.
Seniors Guide
Seniors Guide is a senior living brand focused on connecting seniors and their caregivers with housing and senior service providers. Their old website was losing significant organic traffic, and its user experience was not in line with the expectations set by their peers. Through in-depth user and market research, we created a web experience that better connected users to the services they needed. We also introduced new revenue streams and advertising products for Seniors Guide. To support these efforts, we created a custom reporting platform to understand and optimize website and ad performance.
Senior Housing and Services
Digital Strategy, Product Management, UX Research, UX Design
Ukrop’s
e-commerce
Digital Strategy, Product Management, UX Research, UX Design
Ukrop’s is a beloved Richmond brand. What began as a local grocery store quickly grew into a prepared foods brand with a loyal following. After many years of a B2B focus, Ukrop’s was ready to return to the direct-to-consumer market with a brand new physical location. However, their operations and digital platforms could not support this growth. Working closely with the Ukrop’s team, we developed a strategy to unify their many individual brand sites into a single e-commerce platform that connected with their new retail location. Through this effort, we were able to realize a 100% YoY growth in online sales.
Virginia Credit Union
Banking and Finance
Digital Strategy, Product Management, UX Research, UX Design
Virginia Credit Union is a large regional credit union based in Richmond, VA. Although the initial redesign of their site resulted in significant improvements in lead acquisition and conversion, there was still much work to be done. Over the next four years, we worked closely with VACU to implement ongoing enhancements and optimizations to their site based on website data, user research, competitor research, and UX best practices. The result was a significant and sustained increase in lead conversions through the site, generating millions of dollars in additional revenue.
Insurance
Digital Strategy, Product Management, UX Research, UX Design
Virginia Farm Bureau
Virginia Farm Bureau is both an insurance company and a non-profit organization focused on promoting agriculture in the state of Virginia. Although they are a single entity, their online presence did not effectively communicate or connect the two halves of the organization. By combining their separate websites and introducing modern lead generation tools, tactics, and campaigns, we were able to significantly increase the number of site visits and insurance leads.
News and Media
UX Research, Digital Strategy
VPM
VPM is an NPR and PBS affiliate in Virginia. After redesigning and providing basic maintenance to their website, there was a growing internal desire to do more with their platform. To this end, we conducted an in-depth research study to identify new opportunities for their digital presence. By examining their brand and competitive positioning, current user behaviors, and organizational objectives, we were able to provide a robust product roadmap that expanded their digital footprint and provided valuable functionality to their users and content creators.
Community Organizations
Digital Strategy, Product Management, UX Research, UX Design
YMCA of Greater Richmond
The YMCA of Greater Richmond is one of the largest YMCAs in the country, but its web presence did not reflect its size. Challenges with the information architecture and integration with scheduling software made it difficult for members to find programs and classes.
Through in-depth audience and brand research, we designed a new website that better connected users to the programs they were interested in and created a model for how the YMCA could engage with members throughout their lifecycle. Additionally, by leveraging open-source Drupal platforms designed for the YMCA, we were able to better integrate with their third-party scheduling systems to create a more seamless user experience.