Yellow tail wines needed an interactive platform that would educate and train their sales force, in order to keep their brand momentum. Along with a small team at Mobext, I developed a responsive site and mobile app called [roo]. [roo] allowed the yellow tail sales staff to log in and learn about all the different ways of displaying, selling, and marketing yellow tail whenever and wherever they were. Gamification was also a big part of the experience also. Users could earn points for taking quizzes, uploading photos, and using [roo]. Leaderboard rankings were published in realtime (which promoted friendly competition), and users could eventually redeem their points for real-world prizes.
Over 1,700 people signed up and were active users, which far exceeded the initial expectation of 500 sign-ups.
I established the initial gamification strategy, UX and design for [roo]. Custom illustrations and badges were also created by me to further reinforce the yellow tail brand. Download the app here
Role: Creative Director and UX Lead Deliverables: Branding, UX and UI, User research, Wireframing, App design, Responsive web, Illustration
The Internet of Drinks
Havas wanted to create an event for the office to celebrate St. Patrick’s Day. I helped them design and organize a scavenger hunt for bars around New York and Boston. There were 25 clues in each city, each leading to different bars. Employees could download the app, form teams, find the bars, and earn points against their opponents. The winners with the most points at the end won a night out of bowling at the Brooklyn Bowl. Check out the website here
Role: Creative Director and UX Lead Deliverables: Branding, UX and UI, Wireframing, App design, Responsive web
Logo and app icon
Team avatar icons
Drizly is an alcohol delivery app that serves more than 10 cities nationwide. With the launch of a new brand on the horizon, they needed a fresh way to excite their customers. I lead a small team to help Drizly redefine the purchase experience for their customers. Through research, we discovered that there were two distinct shoppers that used the app. One was an active shopper, whose purchase experience was relatively quick. The other was the browser, who wanted to shop at a leisurely pace.
A recommendation engine that filtered results based on users' moods, helped people search for drinks in a fun and memorable way. The UI design and UX also aimed to make the shopping experience easy and quick, through clear labelling of categories and products. The end result was a concept prototype that helped Drizlys' internal teams move the app towards a better shopping experience. This project was done at Mobext. Download the app here
Role: Creative Director and UX Lead Deliverables: UX and UI, User research, Wireframing, App design
Lincoln Support Materials and Owners App
Lincoln owners needed a powerful, yet simple way to answer questions and get help. With the help of a responsive/adaptive platform that lets them access tools and information on any device, users were presented with huge amounts of content in an easy-to-follow manner.
Additionally, with the relaunch of Lincoln as a luxury brand, the car company also wanted to produce an app for its owners that would provide them with concierge-like services. Roadside assistance, driving directions and oil change alerts were just a part of this app that elevated the overall experience for its owners. Produced while at Razorfish. Visit the Lincoln support site here.
Role: Senior Designer, Creative Direction: Diego Aguilar Deliverables: UI, App design, Web
Lincoln support site
Lincoln support site
Lincoln dealer app
Lincoln dealer app (product screen)
Lincoln concierge app
Lincoln concierge app screens
Lincoln concierge app screens. View the app prototype here.
Ford Human/Machine Interface
Ford's Human/Machine Interface team asked Razorfish how we might approach the complicated task of giving users a great in-vehicle technology experience. The resulting concept was a simplified user-experience, with an interface design that was highly sophisticated. Produced while at Razorfish. Read about Ford Sync 3 here.
Role: Senior Designer, Creative Direction: Matthew Abate Deliverables: UX and UI
Home screen (center stack)
Audio screen (center stack)
Select a source (center stack)
Phone keypad (center stack)
Contacts list (center stack)
Map (center stack)
PepsiCo Annual Reports
With brands that span over 200 countries, PepsiCo brings delight to consumers through their snack, beverage and nutrition brands. I was the lead Art Director on various projects, which included an iPad app, an AR and companion website, and a CSR. I was the lead in concept development, strategy, art direction/photoshoots, design and client engagement.