Jonathan Scott Lutz

Web Designer & Developer, UI/UX Designer and Instructional Designer living in New Bern, NC.

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Highly organized, hardworking and driven individual looking for full-time remote web design and development, and UI/UX opportunities. Desire to join a company or organization where creativity, passion and knowledge can be an asset. Ability to work individually and in a team environment to help an organization advance and reach its long term goals. Professional goal of designing digital products that gain consumer attention and draw awareness to brands, products and services.

Skills & Expertise

Over 8 years of experience designing, developing and project managing web and mobile applications. High degree of proficiency and experience using inbound marketing applications, email marketing, search engine optimization techniques and web analytics. Utilize user data through applications such as Heap Analytics, MixPanel and A/B testing to gain a better understanding of user experience in order to make design modifications that lead to customer conversions.

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  • Web
  • Mobile
  • UI/UX
  • Graphic
  • Logo & Identity
  • Instructional
  • Photoshop & Illustrator

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  • HTML & CSS
  • HAML & Jade
  • LESS, SASS, & Stylus
  • Javascript (jQuery)
  • ExpressionEngine
  • WordPress
  • Intermediate PHP

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  • Search Engine Optimization
  • Web Analytics
  • Marketing Automation
  • Email Marketing
  • Pay-Per-Click Marketing
  • Affiliate Marketing

Recent Work

Radio Island Project Graphic

Radio Island Fishing Charters (personal project)

Website Design - Homepage Layout

Golfable Project Graphic (personal project)

Identity Design, Flowchart and Mobile App Design Layout

Ossembly Project Graphic

Ossembly (personal project)

Identity Design and Dashboard UI/UX Layout

ICPM Project Graphic

Institute of Certified Professional Managers (

Website Design & Development, Ecommerce Development and Identity Design

Truik Communities Project Graphic

Truik Communities (personal project)

Website Design - Homepage Layout

Trailio Tours Project Graphic

Trailio Tours (personal project)

Website Design - Homepage Layout

Community Bank Project Graphic

Community Bank (personal project)

Website Design - Homepage Layout

Hair Salon Project Graphic

Hair Salon Concept (personal project)

Website Design - Homepage Layout

Town of Broadway Project Graphic

Town of Broadway (

Website Design & Development and Identity Design

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Designer, Developer, and Technical Lead

January 2012 - Present

Institute of Certified Professional Managers

Presently employed as a designer, developer and technical lead with the Institute of Certified Professional Managers, a business center of the College of Business at James Madison University in Harrisonburg, VA. Day to day tasks involve utilizing a variety of skills including web design, web development, project management, search engine optimization, website marketing and website analytics.

  • Increased customer conversions by 133% through a newly designed and developed responsive website, with a critical focus, being paid towards user experience in terms of website layout, and function to amplify customer conversions and support the customer onboarding process.
  • Designed current Learning Management System (LMS); developed specs, flowchart and bid proposal for LMS development. Project managed Learning Management System development that was completed on time and under the allotted $100k budget.
  • Implemented search engine optimization practices for organizations targeted keywords, which resulted in first place rankings in Google. Increased internet traffic significantly and allowed the organization to pause its Google Adwords campaigns.
  • Designed organizations current brand identity, and assisted with developing brand guidelines, brand assets and collateral used across the organization to support the rollout of the new visual identity.
  • Created website flowcharts and wireframes based on organizational requirements with an emphasis entirely on user experience, and customer conversions.
  • Constructed a new call to actions and a customer onboarding process to lead users effortlessly from signup to purchasing.
  • Designed and developed the organization's current responsive website using HAML, LESS, and Javascript.
  • Integrated website into the content management system ExpressionEngine.
  • Successfully migrated 3,000 users into ExpressionEngine’s member management system.
  • Researched, designed, and developed the organization’s e-commerce UI, checkout process and pages using the ExpressionEngine plugin CartThrob.
  • Identified, hired and project managed approximately 10 freelancers to assist with the development of custom ExpressionEngine plugins and integrations.
  • Integrated analytics tools into the website including Heap Analytics in order to develop sales funnels, acquire data on customer retention, and examine areas of the site producing bounces.
  • Supported the implementation and customization of inbound marketing applications like Hubspot, Wishpond, and Pipedrive, and established the automated workflows between the applications using the popular automation application Zapier.
  • Installed, initiated daily backups of the organization's databases and file using MyRepono.
  • Researched, and integrated new software applications to assist with social media marketing, marketing automation, email marketing, and customer relationship management.
  • Act as technical lead for all tech-related issues surrounding the website, eCommerce, WordPress blog, and learning management system (LMS).
  • Perform routine updates, upgrades, and overall maintenance if the organization's main website, e-commerce, blog, and LMS.

Vice President

November 2009 - January 2012

Designer, Developer and Creative Director

Worked as lead designer and developer for all projects in addition to duties as creative director of a web development firm in Harrisonburg, VA. Assumed the role of project manager for several projects including an in-house texting and driving application for Android.

  • Led major rebranding, and website redesign that helped to establish the firm and its many service offerings.
  • Championed new organic search engine optimization practices that helped establish the firm with first place rankings in major search engine for targeted keywords.
  • Developed a solid client relationship network pipeline for web design and development, identity design, graphic design and consulting.
  • Designed and developed a wide variety of websites for approximately 20 plus clients using HTML, CSS, and Javascript (jQuery).
  • Maintained design workflows, processes, and project management by establishing priorities and meeting deadlines.
  • Evaluated and made recommendations for websites improvements and potential content management systems (CMS) based on the client’s desires, and their familiarity with technology.
  • Integrated websites using several content management systems including WordPress, ExpressionEngine, Joomla, and CushyCMS.
  • Developed flowcharts, outlines, project specs and database schema in addition to identifying and hiring outsourced developers to develop a texting and driving mobile application for Android.
  • Designed logos and graphic design pieces including brochures, business cards, flyers, and letterheads.
  • Assisted in managing the work of freelance artists and outside design services as required.

Freelance Web Designer/Developer

June 2008 - Present

JSL Interactive Design

Established my own web design/development firm, JSL Interactive Design. Firm grew into freelance web design and development for a number of companies in Harrisonburg, Charlottesville and Martinsburg, VA. Developed a solid networking relationship where I continue to undertake freelance work that includes web design/development, identity design, graphic design and consulting.

  • Created and lead the design and development implementation of projects incorporating web-copy, and innovative visual design, while being mindful of usability and web best practices.
  • Designed a simple response framework, Bookcase, consisting of LESS, SASS and Stylus -
  • Designed logos, brochures, business cards, flyers, and letterheads; assist in developing brand identities.
  • Utilize best practices for Search Engine Optimization.
  • Consulted on issues regarding web design and development, e-commerce, and website hosting.
  • Meet with clients to review project requirements, develop project timelines and identify project budgets.


Bachelors Degree

Earned in 2008

Multimedia and Web Design
Art Institute of Pittsburgh

Masters Degree

Earned in 2011

Educational Technology
Boise State University

Graduate Certificate

Earned in 2011

Online Teaching
Boise State University

Contact Information

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(540) 560-3212



Bookcase Framework

In order to become more familiar with CSS preprocessors and responsive design I developed my own responsive framework. After researching several other responsive frameworks I ultimately developed Bookcase. While not entirely different than most responsive frameworks, Bookcase is unique in the sense that it comes with variants for LESS, SASS, and Stylus. It also includes a HAML and Jade starter template, as well as a Gulp and Grunt file for running tasks. To learn more about Bookcase click the logo below.

Bookcase Logo