In 2015, the founders at Censible (then called Portfolio.me), partnered with Neo to launch a digital product that encourages people to invest responsibly. We also helped scale their idea into a working startup.
Adopting a lean UX approach, I lead the product and branding design for Censible.
Validation: To create a common starting point, I conducted an assumptions declaration exercise around the Censible user, business, and brand.
Customer insights and ideation: I launched a customer development plan with a product owner to find our target consumer.
Experience strategy & vision: Using storytelling for guidance, I created frameworks and prototypes that captured the product vision.
Planning & scope definition: I defined the product with my team. I prioritized and negotiated features for launch, while balancing customer and business goals.
Design iteration: I created user journeys, wireframes, prototypes, designs, company name, branding identity, and marketing assets.
Leadership: As the sole designer, I presented research and designs to obtain buy-in from Censible stakeholders, and helped build out the team for post-engagement.
Social impact investing is becoming increasingly popular, but there weren't any modern technology solutions for investing responsibly - until Censible. We wanted to turn a rough idea into a viable product, while building out the Censible team.
Designing for emotion: Using storytelling, I defined our user, their goal, and translated social impact investing into a tangible concept.
Lean UX: I validated assumptions, created an MVP, ran an experiment, and iterated based on feedback and research.
Using Censible, Investors can expect to receive a broad overview of their investments, as well as a in-depth view of their interests' social impact and financial performance.
I also collaborated with the CEO to staff his team for post-engagement, hiring a senior freelance designer in under two weeks.
Vertafore provides technology solutions for insurance agencies. They commissioned a design as part of a comprehensive trade show campaign.
As the senior UI designer on this project, I helped establish the look and feel of the platform.
Research: I researched with Vertafore possible art directions
Product design: Vertafore provided a mix of low-fidelity sketches, wireframes, and a prototype. I worked remotely and autonomously under a 2.5 week deadline.
Production work: Since the designs were being used to create a clickable prototype, I had to design every interaction and module, which resulted in over 30 screens.
After a stakeholder chat and being exposed to Vertafore's competitive research, I brainstormed different visual design strategies. I designed to prioritize the data by establishing a visual hierarchy.
The design was successfully implemented for the conference, while influencing the Vertafore brand as a whole.
Ask Alexis was a SMS-powered app that gave advice to men on restaurants, dating, gift ideas, etc. After landing on Product Hunt, we received over 1,000 signups. I signed onto the project to evolve the brand and user experience.
The previous web presence for Ask Alexis was done within a few hours to meet customer demand. The team validated a hypothesis that brand would be critical part of the user experience. My product owner and I agreed that the redesign should not only establish credibility, but also increase the conversion rate.
To design a compelling user experience, I combined both research and storytelling techniques.
Ethnographic research: I observed live chats amongst men and community managers (the people in charge of responding to questions and giving advice ). I wanted to witness their behavior on their terms, and not my own.
Data-driven: Using MixPanel, I familiarized myself with the sign-up funnel analytics and discovered opportunities for redesign.
Storytelling: I combined my ethnographic and data analysis to show how Ask Alexis was indispensable.
The new logo and responsive website showed Ask Alexis' unique value proposition more coherently, while increasing sign-up conversion rates from 5% to 10%.
I collaborated with a Brooklyn-based design studio to create a new responsive design for Cornell's Arts and Science College website.
I was the lead product designer, responsible for both the visual and interaction design.
Cornell Arts & Sciences needed an updated, responsive website that captured its unique value proposition: its emphasis on interpersonal relationships.
Research: Armed with a user-centered approach, the team and I helped conduct user research on Cornell's campus. Upon returning, I used both qualitative and quantitive data to identify three personas: a prospective and matriculated undergraduate (one persona + two separate journeys), a prospective graduate student (one persona + one journey), and a prospective faculty member (one persona + one journey).
Sketching: After developing and presenting the persona and journey mapping to the Arts and Sciences College. we engaged in a sketching workshop with our clients. The product owner established a brand experience strategy, which helped guide our design decisions.
Storytelling: My team came up with different story lines. We settled on one concept: people as the nucleus of Cornell - and designed accordingly.
Breathometer is a portable smartphone breathalyzer. Users blow into a hardware sensor that plugs into the headphone jack of their iOS or Android device. Immediately afterward, the mobile app reveals their blood alcohol content level (B.A.C.).
Working with the Breathometer core team (CEO, lead developer, VP of Marketing), I helped lead the visual and interaction design for the mobile app (beta), and craft the original desktop web presence.
Our goal was to create a beta/prototype for testing on focus groups. We focused on one main user journey:
- signing up/creating an account
- tutorial (optional)
- breathing into the hardware device
- recording the blood alcohol content level
- repeating the journey/viewing user history
Research: The lead developer and I did hallway testing to understand our users' pain points decide on an interaction design concept.
Visual cues: We used traffic light signals to convey a user’s B.A.C. level. Green indicated sobriety; yellow meant caution, and red signaled intoxication. These rings also referenced the branding identity.
The project lasted from September 2012 to around April 2013. It demoed on TechCrunch, but debuted formally on Indiegogo for crowdfunding.
Here are some of the highlights:
- The Indiegogo campaign achieved almost over 600% of its original funding goal
- Breathometer sold over 4000 units and $140K in the first 30 days of launching.
- Huffingtonpost on the usability: "Judging by the demonstration in the product's promo video (above), part of the display turns red if you're over the legal limit. If you blow green, you're good to go. This offers a notable improvement over other handhelds, whose displays might be hard to read if you've been drinking."
The alpha influenced the final app, which was featured on Shark Tank and secured a $1 million dollar deal with Mark Cuban.
Sports Rewards Park (SRP) is a digital umbrella for sports-themed mobile apps. SRP's founder asked us to design its flagship product, "Just Watch The Game," and prototype it for investors.
Armed with a list of business requirements, our team translated the user journey into a UI in a sketching session with SRP’s founder. Here were the challenges:
- For SRP to work, it required a strong user engagement model
- SRP needed to allow users to dismiss/favorite a game as soon as possible
I used an interface similar to Tinder: users login to Just Watch The Game, and then dislike or like a match by swiping the card left or right. After liking a card, users are prompted to answer questions relating to the game they had just watched. Like a baseball card, users could turn over cards to view the game stats.
I based the art direction on a gestural, immersive experience - channel surfing. To capture this vision, we used full-bleed photography, which changes based upon game selection.
A pixel-perfect working prototype used successfully for investor demos.