Creative Director + Designer
 
 

CLIENT AND PROJECT NAME
ROLE
: Senior Content Strategist & Creative Director
COMPANY: Allied Telesis
YEAR: Current

 
 
 
 

A reader’s freedom—is a holy thing. As content strategists we are responsible for preserving that freedom. It’s a significant responsibility. Trust in the content, in the words, images and experience. Let the content lead—the rest will follow.

Paul Ford

 
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01. Discovery & Definition

 

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Research
What do users want? What are competitors offering? What are key barriers to success and business goals?

We started by conducting ride-a-longs, competitive assessment, brand audit, stakeholder interviews and customer service center interviews to evaluate where the biggest opportunities for the new experience were.

My Role: Guide research strategy, review protocols and support the team through research and client workshops.

Key Outcomes: Unsynthesized data from the interviews and product team sessions. We also had a first pass at high-level design requirements from the product team.

  Synthesis and Insights:  Mapping what we heard to common patterns  After completing our primary ethnographic research, secondary research and reviewed all the existing research provided, we move forward to map what we learned into core themes. In parallel we looked at the brand in detail and started to explore the right creative territory to best express the brand in the new experience.   My role:  Managing the logistics of the phase and establishing enough structure so the designers could synthesize what we learned.   Key Outcomes:  An insight readout report, high-level wireframes, flows and initial design tenents.

Synthesis and Insights 
Mapping what we heard to common themes and actionable insights

After completing our primary ethnographic research, secondary research and reviewed all the existing research provided, we move forward to map what we learned into core themes. In parallel we looked at the brand in detail and started to explore the right creative territory to best express the brand in the new experience.

My Role: Managed logistics and established structure so the designers could synthesize what we learned.

Key Outcomes: An insight readout report, high-level wireframes, flows and initial design tenents.

  Foundational Design:  Directional design to define the brand and foundational UX patterns  I like to call this the  mise en place  of a design, where as designers we're prepping the ingredients before we start cooking against requirements. In this case, we were creating a design system from scratch, defining the digital expression of a changing brand and looking for opportunities to enhance feature definition.   My role:  Helping the team turn our insights into actionable design patterns and foundational UI direction.   Key Outcomes:  A design direction to base out detailed work on (fonts, color usage, core element style, navigation patterns and key flows)

Foundational Design
Design explorations to define foundational patterns

I like to call this the mise en place of a design, where as designers we're prepping the ingredients before we start cooking against requirements. In this case, we were creating a design system from scratch, defining the digital expression of a changing brand and looking for opportunities to enhance feature definition.

My Role: Guided the team turn insights into actionable design patterns and foundational design direction.

Key Outcomes: A design direction to base out detailed work on (fonts, color usage, core element style, navigation patterns and key flows)

 
 
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- Project Highlights - 

 
 

My Experience

This project was super fun for a couple of reasons. 1. I  got to stare at photos of amazing vintage furniture all day and 2. I got to sit around and work with some of the most talented designers I've ever had the pleasure of working with.

 

 

A note on motion

Too often designers forget the interaction part of interaction design... how something moves and transitions as a part of confirming an action, delighting a customer, and leaving a lasting mark. I am not a skilled motion designer (I wish I was!) but working in static alone is not enough.

I used a combination of "Examples in the wild" and rough animatics to communicate key design intent for interaction patterns and page transitions. Was that the best most polished way to do motion design? Absolutely not. But it got the point across and allowed me and the developers to have more meaningful conversations about the intent.

I believe whatever your personal tool kit, as a designer you have to find a way to bring the ideas to life with movement.

 

 

Key Deliverables

  • Motion / UX guide animatic

  • Page design references at key break points

  • Build Books for UI system to aid development