Below are some selected highlights of work I have done over the years along with descriptions of the roles I played in the development of these projects. There are plenty more examples of my work that I’d be happy to show you if you want to sit down and talk about some potential upcoming projects.
You can also click here for a copy of my resume.
Jeremiah Weed
The challenge: Diageo wanted to pilot their veteran Jeremiah Weed brand to take on Fireball for sales in the 21+ college market.
The first thing I did as producer and lead UX designer was to insist that all of our initial designs would be vertical, and user controls could be easily manipulated with one hand. Our field research and psychographic interviews showed young people primarily use their phones - vertically, and many people would see our work while out at bars and restaurants, not near desktop computers.
Our UX designs engaged a unique (at the time) system of being able to scroll in all directions, instead of everything being click-based.
While the client asked for a desktop version, we realized that our customers were going to be using devices of many sizes. Our user-centered designs provided an experience that had multiple break points to be responsive and optimized for all screen sizes and ratios.
My wireframes had to be extremely detailed, as our designs and interations would be developed overseas where our engineering partners often didn't have English-speaking programmers involved with the product.
Our final visual designs reflected a responsive level not seen before, where it wasn't just about screen size, but about screen orientation... something many Fortune 500 companies still ignore today.
Our promotional campaign was photographed in the very bars where we interviewed our customers, and focused upon a nondescript "faceless" man who embodied traits and aspects with which most people in our target psychographic identified.
I also developed leave-behind promotional materials that stood far out from those of our competitors, such as 3D papercraft figures that started exploding in popularity with the release of the video game, "Minecraft."