Flite created a lightweight, vertical video ad builder that allows you to quickly turn existing horizontal videos into full frame vertical video ads. You can easily trim the video into a short clip optimized for social media and then layer on animated brand elements to enrich the ad. Velocity is meant for marketers and everyday people who aren’t video production editors but want to produce vertical video content from existing assets.
I led the product design direction for Velocity. Working closely with my team, we proved out the enriched vertical video ad format by first making prototypes. We held several whiteboard sessions that brought us to our solution: a streamlined and directed workflow experience for the intended user that was built on the power and flexibility of Flite Design Studio.
While the product was being built, I developed the product name and logo design. I worked closely with the marketing team to incorporate the branding and product marketing into the sales and marketing materials.
Pixar provides a destination for technicians and projectionists to ensure Pixar’s films are presented with the best possible quality in mind.
I designed and developed the new site to be completely responsive on all devices. I used the opportunity of the redesign to put forward the feature film’s artwork. Large, full frame stills of the feature bring in a bit of Pixar’s undeniable creativity. Projectionists then can get excited about the new release as they review the technical details of setting up their projectors for the highest quality experience possible.
Since the responsive site design went live, Pixar has experienced a marked improvement in program participation and continue to make use of it for all new releases.
Flite / 2015 – 2016 visual design, branding, information architecture, icon design, development
Our goal was to make Flite’s corporate site more modern and relevant. I established a new visual design by refreshing the existing brand elements. A new set of colors, fonts, and icons were developed. These elements were complimented with imagery that was thematically centered on the sense of flying. Images went full bleed with healthy amounts of white space between them for the icons and content to live.
While the project started as a site design refresh, it ultimately became the basis for our brand refresh which we used to create new corporate and marketing materials.
Flite Design Studio
Flite / 2012 – 2016 product design & direction
I led the product design efforts of Flite Design Studio— conceptualizing and developing many of the key features. I collaborated with my UX team, who produced high-fidelity HTML mockups that our engineering team developed from.
We sought out to develop an application to allow designers far greater flexibility assembling rich, interactive ads for the web, directly on the web. The goal was to offer an experience familiar to installed creative tools, such as Adobe Photoshop. Direct manipulation, drag-and-drop, and context-driven panels were fundamental to the success of the experience. We also evolved our component-based architecture to offer a simple yet powerful building block experience to add application functionality, such as Twitter, YouTube, and polls.
Design Studio was initially released in 2012 and became our UX vocabulary going forward for the product suite. It’s been well received by our customers and continues to prompt compliments on our overall UX design.
Flite Design Studio
Adobe Creative Suite 2 How-Tos
Abobe Press / 2005 author
After four years as contributing editor for CreativePro.com, an online resource for creative professionals, I was offered the opportunity to author this book for Adobe Press.
The book is broken up into essential tips covering the fully updated Adobe Creative Suite 2 Premium software. It includes tips for Adobe Photoshop, Illustrator, InDesign, GoLive, and Acrobat for both print and web. I also explain how to use the applications together for streamlined workflows. The guide lets users get right down to focusing on the Creative Suite 2 features they’re most likely to use and showcasing each in a stand-alone tip—complete with a relevant hint or two and a graphic example.
The sales team asked if I could help with a new approach and visual design to their pitch deck. The feedback was the existing functional slide design wasn’t connecting with the more creative audience they often presented to.
I added high impact, full frame images with short copy text overlaid on top. I created a simple grid system of thirds to make the layouts more interesting and made the background fills pop with vibrant color gradients.
The sales team considered the presentation redesign a huge success since they received many compliments on it after its introduction.
Digitas / 2006 information architecture & content strategy
With the launch of Windows Vista in early 2006, Microsoft worked with Digitas on redesigning their core website properties. I was responsible for the overall information architecture and content strategy for Windows.com and Windows Marketplace.
I worked with the team to land on simple labeling and avoid any jargon where possible. Navigation labels and touts were anchored on being task-based, for example, Staying Connected or Sharing Your Photos.
I also worked on the Vista product advisor for the launch. With six different editions of the new OS, users made use of the product advisor to arrive at the edition best suited their needs. This along with the information architecture work led to a successful launch of the Windows.com sites.
Widgetbox / 2011 product design & development
Widgetbox was a consumer web widgets service that offered easy to customize widgets and mobile web apps for non-technical people to use on the web. Local businesses, restaurants, conferences, and more could take advantage of a simple to use service that would provide a mobile web app to their site's visitors.
We devised a simple, lightweight method to allow users to customize the theme of their mobile web app. I introduced the team to CSS pre-processor tools (Sass/Compass) to make it possible to manage and assemble a minimal stylesheet for the targeted mobile devices but a more extensive set of styles for the desktop browser-based editor.
Since the Widgetbox Mobile product was designed as a freemium subscription service, I helped define the features for the various subscription levels. Custom domains, the ability to choose your own menu icons, and to select custom fonts. I then worked with the team to A/B test purchase flows and to further build out product feature levels to optimize the product offering and attract new users.
Introducing Widgetbox Mobile
ZURB / 2012 branding, design & development
ZURB is a product design team based in Campbell, California that holds an annual event called ZURBwired. They help non-profit organizations come up with an effective marketing campaign and new design materials for both web and print—all within a mere 24 hours. ZURBwired 2012 helped the Family Giving Tree, a Bay area non-profit organization that fulfills holiday wishes and provides backpacks filled with school supplies to those children in need. I volunteered for this 24 hour design marathon.
I refreshed Family Giving Tree’s branding by offering up a new color system and refreshed typography making it feel more professional yet remain friendly. (View the brand update.)
I was floored at the incredible amount of talent that was all being directed to making this herculean effort happen in just 24 hours. Brochures, Thank You cards, and stickers were all delivered before the deadline. The completely redesigned website went live at 7am and we successfully hit the deadline with everything we set out to do. It was an wonderful experience and I’m proud that I was able to contribute to this amazing cause.