IN TRODUCT I ON Just like people, brands have personalities. The experiences we have with them and each other determine the quality of our lives. Crafting strategies and meaningful interactions for the brands that stand out and stand for something, completes the need I have to contribute in this world. My passion is digital, as it is the common first touch point many have with a brand. As a CX (Customer Experience) Designer, I empathize and strategize, knowledgeable of consumer behaviors, diverse communities, and the world as a whole. Combining design principles in the areas of UX, Brand Strategy, and Storytelling, I craft strategies to deliver unique and meaningful customer experiences.
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01
H I D RO MELERI A RI S S A DA DELIVERABLES
Brand Strategy Activation Campaign Materials ROLE
Brand Strategy, Graphic Design, Copy Writing COLLABORATORS
Coleen Woosley Illustration CHALLENGE
With employment rates low in Portugal, many millennials are turning to entrepreneurial protectionist small businesses. In an effort to protect the growth of the economy, there is an inward return to small, hand crafted models that fueled the prosperous middle class for years. A particular sector seeing fast growth is craft beer and spirits. The challenge was to create and market a product that would ride this wave. SOLUTION
An important aspect of the hand-crafted movement is learning from the past. Responding to a rise in popularity of mead in other parts of Europe, Hidromeleria Rissada was conceived to unite the past and the future. Rissada, literally translated from Portuguese as the “sound of laughter,� uses bright colors, expressive language and social activities to open dialogue between generations and celebrate the culture.
FOR THE FUTURE OF OUR HISTORY.
Primary Target Audience EMPATHY MAP RANALDO Social media
25 YEARS OLD MARRIED, NO KIDS, ALGARVE, PORTUGAL Ranaldo has been unemployed for almost 2 years. After his
Bloggers Mental health
INFLUENCES
father’s leather shop was forced to close down he has been unable to find steady work. He has no kids and is unsure
Job security
if he will ever have them; the uncertain future makes him hesitant to bring kids into this world. He has a small garden
International economy
and tends to the small orchard his father has.
CONCERNS
SHOPPING MANTRA When Ranaldo was in his late teens, he loved Nike, Adidas, and many American brands. Since learning that Portugal was once known for high quality cotton textile production but is now near extinction, he tries to buy only items made in Portugal. Knowing the impact the closure of his fathers shop has had on his family, he makes an effort to shop local and promote the same among friends.
PRIMARY TA R G E T AUDIENCE
PRIORITIES
MEDIA CONSUMPTION
Find work Make a difference Contribute to a better Portugal
DIGITAL USE
QUESTIONS
OPEN MINDEDNESS
How can I have a positive impact on the future? What will protect my
PATRIOTISM
community? Would I be able to provide for a family the way my parents did?
6
HIDROMELERIA RISSADA
HIDROMELERIA RISSADA
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“I n order to preserve our future we can’t forget our past.”
7
“Family, food, and fish. All that’s needed for a happy life.”
8
HIDROMELERIA RISSADA
Secondary Target Audience EMPATHY MAP RICARDO FIGIERO
Impact on family
59 YEARS OLD MARRIED, RETIRED 3 KIDS, 7 GRANDKIDS CENTRAL PORTUGAL
Finances Local economy Newspapers
Ricardo lives with his wife in small village about 3 hours from Lisbon. His son lives in the States. His two
INFLUENCES
daughters live in Portugal. He rarely sees the one who lives in Lisbon, due to travel time. She had to
National economy
move there due lack of work in their village. Ricardo enjoys the time he sees his grandchildren and spends CONCERNS
Health
still live in the village. Retired with not much to do, they read papers, drink coffee, and smoke cigars.
Housing
SHOPPING MANTRA Ricardo shops local because that is how he has always done it. He buys bread at the bakery, meat from the butcher, and produce at the town square market. Recently he makes a trip to the new large WalMart that has just arrived. But he doesn’t like
01 02 03 04 05 06 07
Family future
many afternoons with his cousin and brother who
SECONDARY TA R G E T AUDIENCE
it. He prefers to shop for things as he needs them. It gives him something to do and he enjoys the
PRIORITIES
interactions with the shop owners.
Enjoy life
MEDIA CONSUMPTION Be useful
DIGITAL USE
HIDROMELERIA RISSADA
Keep family together
QUESTIONS
What will happen to
OPEN MINDEDNESS
my village? What will my great grandchildren know about our history?
PATRIOTISM
9
Brand Strategy THE BIG IDEA Rissada’s big idea—”build the future, respect the past,” is a distillation of its core values with respect to its two target audiences. While the two audiences don’t overlap in age, they share values and influences. While the messaging to the two target audience will differ, the big idea resonates with both.
A
U
T
H
E
N
TI
CI
TY
A
C
TI
O
NS FAMILY
R
G
N
E
R
A
TI
O
LU
ES
N
FOOD
interactive cans
RICARDO TA R
teaching idioms
market stalls LANGUAGE
10
HIDROMELERIA RISSADA
THE BIG IDEA:
BUILD THE F UTURE, RESPECT T H E PA S T
GE
T A UD I
EN
CE
1:
O
L
D
E
V
A
Why Mead? SAN DIEGO CASE STUDY
RA
N
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L
D
O
T
The craft beverage industry in the U.S. continues to grow. Regionally, the economic impact of the craft beer industry in San Diego reached $600 million in 2014, doubling in under 3 years, creating 3,756 jobs and contributing to an overall industry reach of $847 million. Mead, following in the same footsteps, is the hottest new craft adult beverage. According to a study by the American Mead Maker Association, mead’s producer community has exploded 130% since 2011, making it the fastest growing alcoholic beverage category in the US. If mead’s future looks anything like craft beer, there is a vast opportunity to enter this market on the front of the wave.
A
R G
E T A
U D IE
PRIDE & TRADITION
N
CE YO
UN GE EN R G
RATI ON
01 02 03 04 05 06 07
2:
submitting family stories for podcast
Since craft beer is starting to take off in Portugal and mead has been produced in Portugal for hundreds of years, the opportunity to revive the craft and market to a community minded and economically conservative audience is promising.
listening and sharing podcasts
The brand could be easily sold in
HIDROMELERIA RISSADA
instagram campaign (coasters)
contemporary cities such as San Diego, California; Boulder, Colorado; or Portland, Seattle, Washington as CROSS CULTURES
residents of these cities themselves have made efforts towards craft and skilled trades.
11
Inspiring Conversations BRAND ACTIVATION MATERIALS In order to reach the main target audience various contemporary brand elements covering wide range of media will be produced.
Engolir sapos!
12
HIDROMELERIA RISSADA
USER GENERATED CONTENT A key marketing element asks individuals to honor friends or family who’ve had an impact on their lives and then share to social media, designed in a square to fit Instagram’s
HIDROMELERIA RISSADA
01 02 03 04 05 06 07
traditional layout.
PODCAST SERIES Rissada would produce a campaign that calls for family stories to be submitted for a podcast series. Launched weekly, the podcast would connect with both generations via language and stories.
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HIDROMELERIA RISSADA
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HIDROMELERIA RISSADA
01 02 03 04 05 06 07
02 D ELP H I N E C H I C DELIVERABLES
Branding, Digital Marketing ROLE
Strategy, Design CHALLENGE
Delphine Chic is a high-end jewelry line that is entering the market in the tech forward atmosphere of San Francisco. The company, a startup with a lowbudget, needs to position itself to meet the demands of its clientele—businessmen and women, ages 28–42, with a cultural flair. The founder’s story is born in the middle of two opposing worlds: masculine strength and feminine softness. SOLUTION
The foundation of the brand is anchored in the mark, whose bold profile is split by the word “chic,” written in a thin script. The name of the brand Delphine Chic represents the founder and the feeling of the collection. Visually, the mark represents the opposing forces present in the fabrication of each piece. Colors and photography have a stark contrast—either light and airy or dark and heavy. To contribute to a premium feel without extreme cost, the brand uses rich tactile elements and sleek digital experiences.
BOLD ELEGANT & ALWAYS CHIC.
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DELPHINE CHIC
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DELPHINE CHIC
01 02 03 04 05 06 07
e
in h p l e D t e e M VISION Delphine started as a young girl to have passion for jewelry and for creating. Her mother was a couturier and her grandfather a clockmaker. It was this influence that inspired her first line. Balancing the mechanical nature of time machines and the delicacy of textiles,
MAKE AN APPOINTMENT
her first line embodies the spirits of her family heritage.
ine
Meet Delph DELPHINECHIC.COM
SCHEDULE AN APPOINTMENT
VISION Delphine started as a young girl to have passion for jewelry and for creating. Her mother was a couturier and her grandfather a clockmaker. It was this influence that inspired her first line. Balancing the mechanical nature of time machines and the delicacy of textiles, her first line embodies the spirirts of her family heritage.
20
DELPHINE CHIC
01 02 03 04 05 06 07 $3,175.00 Chloé is wearing oxidized silver cuff and
Welcome
to Delphine Chic fine jewelry. We invite you to flip through our look book and peek around our little boutique in the heart of San Francisco. Want to visit? Send us an email. email
Tap the turned down pages to explore
neckalce from the Rome Collection.
X
San Franciso has more to offer than Twitter, check out SFOpera.
DELPHINE CHIC
For La Opera
Explore the store Tap a colored element in the photo to activate a detailed section of the store and learn more about the idividual parts that make up the expereince of Manika on Market St.
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DELPHINE CHIC
DELPHINE CHIC
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Delphine Chic
Delphine Chic
23
03 S P U R FO R REI DELIVERABLES
Strategy, Mobile App, Advertising ROLE
Product Design, UX Design COLLABORATORS
Nicci Van Visual Design CHALLENGE
With more brick and mortar legacy retailers closing in the first 3 months of 2017 than in 2016 as a whole, REI needed to continue to stay competitive with online retailers and the ondemand trend brought about by apps such as Uber, Postmates, and Amazon Prime. Merely expanding online retail would not be enough—the high price tag of sports equipment causes consumers to be cautious with their purchases. As more and more retail dollars are being spent on experiences rather than possessions, how could REI grow their business?
SOLUTION
A gear rental delivery service managed by a native mobile app that integrates with REI’s existing apps. REI’s new app, Spur, aims to service a target audience, men and women, ages 26-41, who do not have extensive gear or a desire to own equipment, but still need to be outfitted for exciting outdoor adventures. Spur of the moment gear for the spur of the moment adventure.
GET WILD WITH NATURE, NOT YOUR WALLET.
Primary Target Audience JEAN PANCETTA 34 YEARS OLD SINGLE NO KIDS / NEVER MARRIED OCEAN BEACH, CA Jean’s girlfriend Lori is very active. He often gets left behind. Jean wants to join more activities but feels overwhelmed by the price tag and commitment to bulky equipment. During a recent REI trip with Lori, he learned about Spur from a sales associate. Lori has an upcoming multi-day backpacking and rock climbing trip planned, Jean will use Spur to join in the adventure.
DEVICE USAGE
OBJECTIVE Successfully rent all the gear needed for a multi-day multi-adventure trip with Lori this weekend. ENTERTAINMENT
CHORES
EMOTIONAL
PERSONAL
SENSE OF ADVENTURE
IPAD
OPEN MINDEDNESS
PATIENT DESKTOP
SOCIAL
MOBILE
26
SPUR
WORK
01 02 03 04 05 06 07 SPUR FOR REI
“I’m just not going to spend that much time or effort for something I don’t even know if I like yet.”
27
Brand Extension CONNECTING & STRENGTHENING REI DIGITAL ASSETS Spur will tether to existing REI digital assets The Adventure Project and the REI Co-op shopping app. The integration of Spur will enhance the app’s value and add additional features to the brand experience.
RENT BY ADVENTURE
01 R E N T A L C A T E G O R Y
02 A D V E N T U R E C A T E G O R Y
ADVENTURE DETAIL
JEAN PANCETTA’S USER PATH Multi-day backpacking & rock climbing: 01 Gear search options 02 Selecting multiple adventures accesses multiple lists
03 Informational overlay guides first time
Rent the gear you need. Spur of the moment
Rent gear by adventure Select one or more categories.
go
Here’s ’s a list of the gear you you’ll ’ll need for multi-day backpacking and rock climbing.
users on navigation functions 04 Option to name the list for a trip, default will be two
Import packing list from Adventure Apps
separate lists. 05 Product category browsing.
06 Product detail page, REI Co-op sale price appears for savings comparison. 07 View the items in your cart as a quick pop up menu available during the entire experience. 08
Adventure Category
Shoes
Mulit-day backpacking
Backpack
Rent by adventure
Browse by Product category
Crashpad Rock Climbing
Adventure Category
Chalk
Quickly view your list to see which items are left to rent.
Helmet
Adventure Category
Adventure Category
#
Lightweight Ten TTentt
my lis ts
#
03
04 We Will store your lists. Click lists below at any time to see them. Don’t show again
28
SPUR
my lis ts
Name this list for a trip?
Access your other lists anytime below Don’t show again
Filter
06 P R O D U C T D E T A I L
Product Name
Sort by
$00.00/day
07
SUB NAVIGATION
MF
SUB NAVIGATION
List Name
Your Car Y Cartt
Product Name Produ
08
MF
$00.00/day
Product Nam Name
Shoes $00.00/day Backpack Crashpad Chalk Helmet
Product Name
$00.00/day
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy my nibh. Customer Reviews
This is a product description. It will be more deatiled than the two liner from the other page. It will never be longer than ffour lines lines..
Customer Reviews
product details
Durability
rei add to carts
Comfor mf t mfor Comfort
hare product
Next List Item
#
my lis ts
Lorem ipsum dolor sit amet, ame consectetuer nonummy nibh. adipiscing elit, sed diam nonum
buy from REI for $00.00
product details
my lis ts
Lorem ipsum dolor sit amet, ame consectetuer adipiscing elit, sed diam nonum nonummy nibh. Customer Reviewsp
roduct details
Durability
Durability
mf t Comfor mfor Comfort
Comfor mf t mfor Comfort
Next Item
Next Item
Check Out
Back to list
#
01 02 03 04 05 06 07
PRODUCT CATEGORY
#
list
#
list
SPUR FOR REI
05
29
CHECKOUT PROCESS Screen by screen: 01 Image focused shopping cart contents. 02 Trip details and delivery information 03 Payment details with the option to access stored profile information. Expandable module for new cc information. 04 Order details and confirmation 05 Order confirmation and estimated delivery time.
01
02
Let’s get checked out Y still have items on your You list that aren’t n’t in your cart n’
03
Let’s get your trip details
Let’s get your payment details
Tell us your trip dates. Gear arrives 24 hours in advance
Credit Card Informatio nformation nf
go back to list
7/2 Item
7/16
Item
Stored credit card xx-18 New credit card
Tell us your address. We have you at 1234 Homeward Bound St. Pleasantest To Town wn Ever Ever,, CA 98909
exp xx/xx
add new address
Item
Use delivery address?
Item
Enter new one check out
#
30
SPUR
my lis ts
next
#
my lis ts
Co-op member? Enter number
#
my lis ts
05
Let’s get your payment details Credit Card Informatio nf nformatio n
Stored credit card xx-18 New credit card
exp xx/xx
Gear Shoes Crashpad Helmet Backpack Chalk (purchased with COOP)
You’re all set ffor your multi-day backpacking & rock climbing trip! Expect your order tomorrow before 5pm.
01 02 03 04 05 06 07
04
Delivery Address
Use delivery address? Enter new one
1234 Homeward Bound St. Pleasantest To Town Ever,, CA 98909 wn Ever
$150.00/ 9 days
Cost
#
my lis ts
#
my lis ts
#
my lis ts
SPUR FOR REI
Co-op member? Enter number
31
32
SPUR
33
SPUR FOR REI
01 02 03 04 05 06 07
04 T H R I V E DELIVERABLES
Brand Identity, Collateral, Website ROLE
Brand Strategy, Design CHALLENGE
Seeds of Native American Health, a community health organization, puts on a yearly conference to share research findings and offer tools for implementing health initiatives on reservations. Their existing visual assets are bland and cliché, using feathers and headdresses, missing the opportunity to highlight the rich cultural diversity and craftsmanship found in the community. This year’s conference needed to reflect the respect for tradition but also the hope for the future with a visual system that could stand out in print and web. SOLUTION
There are 562 federally recognized tribes in The United States. United by ancestry and commitment to their people, the tribes are similar in some ways, but different linguistically, ethnically, and culturally. Thrive, named to inspire the common goal of all Native Americans, has a dynamic identity and branding system that reflects both diversity and unity. Thrive uses the basket weaving patterns and colors from the southwest—the location if this year’s conference—to honor the diversity of the tribes in the region. As the conference’s location changes annually, the colors and patterns will be swapped out to those of local tribes, keeping the bones of the brand identity intact.
I THRIVE. YOU THRIVE. WE THRIVE.
36
THRIVE
37
THRIVE
01 02 03 04 05 06 07
38
THRIVE
39
THRIVE
01 02 03 04 05 06 07
05 SMAGN CDLIUEBG O DELIVERABLES
Website ROLE
Strategy, Art Direction, & Design CHALLENGE
The San Diego MG Club is a local car club for MG owners and Enthusiasts. SanDiegoMGClub.org, the face of the club and the community as a whole, currently offers little value to existing members or the community it exists to support. The lack of compelling information about the club causes low engagement among prospective members. The SDMG Club wanted to redesign its site to more accurately reflect its personality—active, engaged, and fun. Bringing the organization’s personality to the forefront would increase engagement and lead to new member conversions, especially in the younger demographic. SOLUTION
The MG is not your average collector’s sports car. Drivers treasure them and use them as their daily car of choice. Highlighting MG’s differentiator as being the every man’s everyday sports-car was the key to attracting a wider membership audience especially the desired younger audience who is more practical and experience-driven. The soul of the club is rooted in San Diego lifestyle which became the foundation for all visual and storytelling elements. Warm colors of beige and burnt orange combined with beachy black and white photos invoke a feeling of California nostalgia while remaining sharp and contemporary. Content modules highlighting real owners and their personal car stories, practical information about servicing, buying, and the process of restoration were added to support the real life everyday feel, paramount the club’s philosophy. “Community partners” modules were added to replace the “ads” page to more accurately represent the role of garages in the club community.
MAKE YOUR EVERYDAY RIDE, THE RIDE OF YOUR LIFE.
Current Site Evaluation WHAT FEELING DOES THE VISITOR GET? The San Diego MG Club has a rich history and an invigorating club culture. The homepage is where SDMG should inspire visitors to join or get involved. It should also hint to depth and breadth of the clubs offerings and give the user the option to dive deeper.
HOME
Autoplay Slider: Poor
Ads need to be integrated
indication of slider
into the site to feel organic.
navigation and absence of place indicator makes the slider unusable and therefore wasted content above the fold.
Blog Feed: While a blog feed would provide fresh content, it is not meaty, and does not tell the story of the MG or the club.
42
ADS: THE CLUB’S BREAD & BUTTER
SAN DIEGO MG CLUB
EVENTS
FAQ
MEMBER LOG IN
GALLERY
GARAGES
CONTACT
M A K E YO UR EV ERY DAY R I D E , T H E R I D E O F YO UR L I F E.
EV ENTS
FAQ
M EM BER L OG I N
GA L L ERY
G A RAG E S
CO NTACT
join now
HEADLINE
HEA D LIN E
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L o rem ip s u m dolor si t amet, c o ns e c te tu er adi p i sci ng eli t, sed d ia m no nu mmy ni b h eui smod tinc id u nt u t laoreet dolore magna
cta
H EAD L I N E P H OTO G AL L E RY S EC TI ON
CA LNEDA R MONTH >
v iew de tail s
17
reb ui l d garage
9
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet
EVENT 1 Sunday November 17th at 9am cruise to Julian for an afternoon in San Diego’s newest foodie town.
add to c a l e nd a r
EVENT 2 Every Tuesday we gather for happy hour at our favorite British Pub Molly’s in little
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet
add to c a l e nd a r
Italy. e m ail ow ne r
view de tail s
re buil d garage
em ai l ow n er
H E AD L I N E C O MM UN I TY PAR TN E R S
vi ew d eta i l s
reb ui l d garage
1-23
EVENT 3 We literally take a drive to gather toys from friends and family who have a donation.
SAN DIEGO MG CLUB
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet
em ail own e r
01 02 03 04 05 06 07
history
add to c a l e nd a r
“Testimonial from a member relating to the garage/ community parter and the services and experience”
UP C O M I N G EV EN TS
17
9
EV EN T 1 Sunday November 17th at 9am cruise to Julian for an afternoon in San Diego’s newest foodie town.
“Testimonial from a member relating to the garage/ community parter and the services and experience”
EV EN T 2
First Nam e L ast Nam e C ar Mo d e l A ge & C it y
Every Tuesday we gather for happy hour at our favorite British Pub Molly’s. see full calnedar
S DMG Clu b
43
17 65 8 S u nny La ne S a n Di e go CA , 920 7 1
friends and family who have a donation.
EV ENTS
FAQ
G A RAG E S
CO NTACT
THE MG WAS THE LONGEST RUNNING SORTSCAR IN PRODUCTION OF ITS TIME. ALWAYS KNOWN AS THE “EVERYMAN’S EVERYDAY SPORTS CAR”
44
SAN DIEGO MG CLUB
MAKE YOUR EVERDAY RIDE, THE RIDE OF
JOIN NOW
LIFE IN THE
LEAVE SOONER,
SURE TO
LIFE’S ABOUT
THE JOURNEY,
COMMUNITY PARTNERS
01 02 03 04 05 06 07
FAST LANE,
DRIVE SLOWER,
“Bob at Green Tech Automotive helped from day one until my car was finished. I always felt welcome to stop by and see what was going ona dn he was happy to teach me.”
UPCOMING EVENTS 17
19
SAN DIEGO MG CLUB
S US A N B A R N E S
FAQ
45
“COMMUNITY IS THE MOST IMPORTANT ASPECT OF WHO WE ARE.”
06
T H E MAG I C M EZCA L S H A KER DELIVERABLES
Native Mobile App ROLE
Brand Strategy, Product Design CHALLENGE
Mezcal Amaras, an established Mezcal producer in Oaxaca, Mexico, seeks to expand their reach digitally. The soul of their brand is governed by their core belief that life is about making memories, sharing experiences, and people coming together. They seek to promote their brand values through a unique digital solution to maximize reach. SOLUTION
The Magic Mezcal Shaker is a entertainment app that asks the user three questions and, based on the responses, produces custom group activities. The activity generator is activated by shaking the phone like a magic 8 ball or cocktail shaker and functions with algorithmic technology, geolocation, and hardware components to produce situationspecific fun. Activities utilize psychology and neuro-science with emotional, spatial, and audio combinations to deliver unique experiences such as how to do the twist, learning secret handshakes, or accessing a local geographical point of interest. Additional functionality in the app includes a bar locator, cocktail list, branded invites for friends, and in-app shopping. The app acts as an element of memory making with friends.
SHAKE MEMORIES.
“ Life is too short to be boring. There’s places to go, people to meet, things to try.”
48
THE MAGIC MEZCAL SHAKER
Target Audience THE INSPIRATIONAL FRIEND The core of Mezcal Amaras appeals to a target audience that seeks new experiences and adventure. This person likes to try new things and share discoveries with friends and family. They connect with brands that pursue a passion deeply—ones that not only crate a top quality product, but share/sell a lifestyle governed by people and places, not things.
GENVIEVE 33 YEARS OLD SINGLE HIGH SCHOOL FRENCH TEACHER MANHATTAN, NEW YORK Genvieve is an adventurer. Being a school teacher is perfect instagram
for her—she takes any chance she can get to travel and see the world. She loves to try new things and is known for dragging her friends to off the beaten path dive bars and
01 02 03 04 05 06 07
DEVICE USAGE
amazon
ethnic restaurants. APPS
UTILITY
CULTURAL
OPEN MINDEDNESS
games THE MAGIC MEZCAL SHAKER
EMOTIONAL
DESKTOP
MOBILE SOCIAL
internet
SOCIAL
research
chores texting
49
The Magic Mezcal Shaker Experience THE PSYCHOLOGY BEHIND THE APP
BRAND L O Y A LT Y
The recipe for a memorable experience is different for everyone, however there are key elements scientifically* proven to aid in memory creation. *The Scientific American
ACTION
W
HA
A T M
KES A MEMORY
EMOTION
PHYSICAL 5 SENSES
MEMORABLE EXPERIENCE
NOVELTY
ATTENTION
50
THE MAGIC MEZCAL SHAKER
3 categories and are chosen at random based on user
Do the twist
input and previous use.
Secret handshake
01 02 03 04 05 06 07
where they fall in each of the
odd
in the database are rated for
low
unique experience. Activities
adventurous
determines the formula for a
fancy free
romantic
A set of three questions
# IN PARTY
even
ACTIVITY LEVEL
2 only
FEELING
high
ACTIVITY
QUALIFIERS
medium
ACTIVITY
Defining groups/goals/outcomes: Based on the 4 main factors for creating a memory (emotion, novelty, attention, physical action) each activity must the elements of the 4 basic criteria. PHYSICAL MOVEMENT
SHORT AND SWEET
Goal: Brain chemistry is to get participants up
Goal: Fun Keeping activity explanation and implementation
and moving, increasing blood flow, levels of serotonin,
time short and easy keeps the mood light and fun.
PROJECT NAME
ACTIVITY CRITERIA
endorphins, and the likelihood for unplanned emotional occurrences.
COMMUNAL EFFORT Goal: Human Connection Each activity will require participation from the users in forms of pairs or teams.
EDUCATIONAL Goal: Learning It is proven that new things peak curiosity. All experiences will include an aspect of learning. This forces users to pay attention, engaging them in a neurological process proven to help create a memory.
51
EXPERIENCE EXAMPLE SCENARIO Genvieve is attending Scott and Brits Saturday night outdoor dinner. Slightly bored by the segmented conversation, she downloads the app as she learns about it from an Instagram post from her British friend she met in South Africa over Christmas break.
QUESTION SET
I’m feeling...
ACTIVITY HOW TO
My group size is
Adventurous
Me + 1
Romantic
An even number
Fancy Free
An odd number
My Activity Level is... Low
Music info + Description of experience in a “Pandora-esque way”
Choose a partner, grab their opposite hand
EXPLORE AMARAS
SUBMIT
Medium High
52
THE MAGIC MEZCAL SHAKER
Twist your hips left and right, move up and down
GET NEW EXPERIENCE
01 02 03 04 05 06 07 THE MAGIC MEZCAL SHAKER
IMMERSIVE EXPERIENCE Clicking “submit” the user is prompted to shake the phone, using the accelerometer to trigger a sequence of images followed by the “to do” screen. 53
Entertainment & Utility PROMOTING RETURN USERS The addition of functional features outside the experience, such as a bar locater, cocktail recipe index, Oaxacan region info guide, and shopping feature increases the likelihood of more frequent use.
Cocktail : Details Twitter feed
Cocktail : Details Twitter feed
Cocktail : Details Twitter feed
Cocktail : Details Twitter feed
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THE MAGIC MEZCAL SHAKER
I’m feeling... Adventurous Romantic
Choose a partner, grab their opposite hand
Fancy Free
My Activity Level is... Low
COCK TAI L Twist your hips left and right, move up and down
High
Ingredient List
Preparation:
Item 1
How to make the cocktail goes here. It will be in:
Item 1
SHAKE MEMORIES
step 1
01 02 03 04 05 06 07
step 2
Item 1 Item 1
Music info + Description of experience in a “Pandora-esque way”
X Bar name Bar address Website Phone number SEND MY LOCATION TO Recommended drinks Drink 1 Drink 2
EXPLORE AMARAS GET NEW EXPERIENCE
Get ready to Shake up your night! Want to make a memory?
THE MAGIC MEZCAL SHAKER
Medium
GET EXPERIENCE
Want to explore the world of Mezcal? MENU
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THE MAGIC MEZCAL SHAKER
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PROJECT NAME
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07 AQ UAGROW DELIVERABLES
Website ROLE
Content Strategy, UX Design COLLABORATORS
Nicci Van Visual Design CHALLENGE
Aquagrow is an aquaponics system designed for mid scale farming. The mission of Aquagrow is to protect the future of farming by reducing the resources consumed. The target market is mid-size farmers in drought sensitive regions of the southwest where conversion to the aquaponics would have the most impact. Currently, Aquagrow is not converting as many clients as expected. The goal of the project is to clearly define the concerns and pain points of potential clients and create a digital experiences that would increase leads and overcome the barrier to conversion.
SOLUTION
To kickoff the campaign strategy, an in-depth exploration of the target market’s needs and perceptions was conducted. Through UX strategy exercises, exact points of hesitation were identified. To address this information, a custom website was created with interactive opportunities for farmers to input their personal information and receive personalized real time data. With initial big questions answered, site visitors could approach a service rep with knowledge and not feel intimidated or pitched to. The approach of giving first opens the door to mutual work for the benefit of all.
ROOTED IN THE FUTURE.
“ I farm for my grandfather, my father, and for my children.”
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AQUAGROW
User Personas CONDUCTING RESEARCH Two main groups emerged from initial target market research; traditional farmers and those that were just beginning. While both groups are equally liekly candidates for an Aquagrow system, their reasons to belive and buy are different. Group one, traditional farmers, likely need more attention to convert.
FARMER STEVE
Steve currently farms 2 acres of produce, avocado orchard, and raises poultry. The farm has been in his family for generations.
DEVICE USAGE
OBJECTIVE
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61 YEARS OLD MARRIED 3 KIDS RAMONA, CA
Looking to apply for a fed grant to switch over a portion of his production to aquaponics. Wants to find the information necessary to make the switch. Wants to be assured.
EMOTIONAL
PERSONAL CHORES AQUAGROW
MOBILE
BILLS
BELIEF IN AQUAPONICS
OPEN MINDEDNESS DESKTOP
SUPPLY ORDERING
FUN
FAMILY VALUES
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Secondary Persona JORGE & ANNA 36 & 29 YEARS OLD MARRIED NO KIDS JAMUL, CA George and Anna are making a lifestyle change. After living in a tiny home for 2 years they were able to save enough money to purchase land to begin farming. They are new to the whole idea.
DEVICE USAGE
OBJECTIVE George and Anna are looking for the right aquaponics system for their business venture.
CHORES
They have ideas for selling specialty herbs to gourmet restaurants and food box delivery companies based near by. They need to find a system that can accommodate growth and that is
ENTERTAINMENT
easy to manage technically.
PERSONAL
EMOTIONAL
DESKTOP
BELIEF IN AQUAPONICS
OPEN MINDEDNESS SOCIAL
FAMILY VALUES WORK
IPAD
MOBILE
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AQUAGROW
“ To represent and practice Farmers hesitations responsible or doubts were not in Aquagrow itself, stewardship.� but in aquaponics in 01 02 03 04 05
06
07
AQUAGROW
general. We found that in easing their fears and addressing them as comprehensively and individually as possible that the likelihood of gaining their trust and loyalty would be high. Because the users main concern seems to be deciding on whether or not aquaponics is right for them, this information is the most important.
01 02 03 04 05 06 07
I N S I G H T S
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Target Market Exploration Process D E F I N I N G
A F F I N I T Y M A P P I N G After establishing the needs and goals of the two personas, they are grouped by relevance. This is the beginning of building page content.
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AQUAGROW
N E E D S
&
G O A L S
PRIORITIZATION MATRIX After eliminating reoccurring information, user’s goals and concerns are ranked according to how important they are to
AQUAGROW
01 02 03 04 05 06 07
achieving the user’s overall goal.
CONTENT HIERARCHY Content flow is organized for the site overall and for individual pages based on findings from the affinity mapping, SEO strategy, and storytelling strategy.
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Information Architecture C O N T E N T
S T R A T E G Y
After prioritizing the goals and objectives of the Farmer Steve, Jorge, Anna, and Aquagrow the content is organized into a sitemap providing the framework for all needs to be addressed.
LOG IN CREATE ACCOUNT HOME
AQUAGROW
BUSINESS
RESOURCES
THE SYSTEM
SAMPLE BUSINESS PLANS
TROUBLE SHOOTING
ABOUT US
FUNDING INFO
SUCCESS STORIES
SUCCESS STORIES
FORUM
OUR PROMISE
OUR FARMERS
PLAN
WHAT IS AQUAPONICS
CONNECT
U S E R
G O A L S
The website is structured to provide the necessary information to answer the question “is Aquagrow right for me?” LEARN
B U S I N E S S
G O A L S
Aquagrow seeks to receive as many contacts as possible via the contact rep button located on the plan my farm page.
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AQUAGROW
Experience Mapping I S
A Q U A G R O W
F O R
M E ?
This possible user flow addresses Farmer Steve’s main question, the pages he may visit to try and have his questions answered, and the obstacles he may encounter.
CLICK HOME
HOME
HOME
QUESTION: “WHAT IS A Q U A G R O W ?”
GOOGLE AQUAGROW
“I WANT TO LEARN ABOUT PRICING”
CLICK BUSINESS PAGE
CHOOSE OPTION 1
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WATCH VIDEOS
INPUT QUESTION INTO PROMPT BAR
CHOOSE OPTION 1
WHAT IS AQUAPONICS?
“I WANT TO SEE HOW MY FARM WOULD LOOK”
PLAN PAGE
CONTACT REP
AQUAGROW
BUSINESS PAGE
SYMBOL KEY Start and end points
user input
user needs/ wants
user actions
web pages
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Content: Optimization, Flow & Storytelling ENGAGING FARMER STEVE
ABOVE THE FOLD C O N C E P T O1
HOME
01
Overhead view of the system. Product
01
forward, showing the simplicity of the system. H1 title tag and h2 short sentence for Google ranking.
02
C O N C E P T 02
02
Friendly approach mixing photography and illustration and 3 CTAs (Farmers Stories, Our System,
03
Plan Your Farm)
04
C O N C E P T 03
03
Focusing on the water, connecting to the drought and the system. Could be animated or video.
05
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AQUAGROW
PLAN YOUR FARM
Home: 01 Interactive and predictive search. 02 Animated activate upon hover educating on aquaponics. 03 Success stories of Aquagrow farmers are displayed in
01
a side scrolling module. 04 Farms with sketch overlays of how they Interactive module reveals details of the system upon clicking dots.
02
01 02 03 04 05 06 07
transformed with aquaponics. 05
The System: Detail page contains every detail of the system workings. SEO optimized paragraphs are sprinkled throughout the graphic heavy page. Dots reveal deeper information, with an option
03
to contact Aquagrow on that specific point.
AQUAGROW
THE AQUAGROW SYSTEM
Plan Your Farm: 01 Question set gathers information from the user to create custom data. 02
04
After submitting customized farm information appears. 03 Details about the fish portion of their farm. 04 Calculates $ saved an impact on drought conditions.
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AQUAGROW
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AQUAGROW
01 02 03 04 05 06 07
THANK YOUS
Cori Retherford
Portfolio Class
Eugene
Portfolio buddy
2017
Lab Tech/ Style guru
SUPER TALENTED GROUP! THANKS FOR SHARING THE RIDE.
Thanks for endless hours of support, laughs, & critiques.
SO MANY WORDS TO DESCRIBE THE IMPACT YOU’VE HAD ON THIS JOURNEY. JUST A FEW: FORK SHARER, SOYRIZO PIZZA MAKER, NEVER-ENDING SMILER, PRINTER SHARER, HUGGER, RIDE OR DIE PORTFOLIO PARTNER, FAVORITE PICNIC-ER, SHOPPER, AND BUDDY. I’M SO LUCKY TO HAVE YOU AND I’M SO GLAD CITY BROUGHT US TOGETHER. YOU’RE A TREASURE.
Bradford Prarie
Candice Lopez
Crystal Cortes
Program Director
Digital Nomad
You’re the reason I’m at City. Your energy, enthusiasm, support and talent have been a guiding light in my journey.
Portfolio Ast Advisor
Photography & Photoshop lifesaver. Word smith. Movie imagining buddy. 72
THANK YOUS
Grandma
I’VE INHERITED MY FANTASTIC STYLE, CARING & LOVING HEART, AND ENDLESS PERSEVERANCE FROM YOU. THANK YOU!!
YOUR ENTREPRENEURIAL ATTITUDE & APPROACH TO TAKING ON THE UNKNOWN KEEPS ME THINKING BIG. THANKS FOR ALWAYS REMINDING ME I CAN HAVE THE LIFE I DREAM OF. Lee Fuhr Founder, Cozy
Thank you for seeing me multifacted & for giving me wings to fly.
Sean Bacon Portfolio Advisor
THANK YOU FOR BEING MY CHEERLEADER, NEGOTIATOR, AND CAREER STRATEGIZER. I OWE MUCH OF MY SUCCESS AND HAPPINESS TO YOU! NEVER STOP TEACHING. THE WORLD NEEDS MORE TEACHERS LIKE YOU.
Monica Moon
Little Brother
Internship Advisor
Your courage & dedication to your passion inspires me. Coleen Woosely
Sunset Press Brittany
SUPER PATIENT AWESOME PORTFOLIO PRINTER.
Collaborator / Illustrator
THANK YOU FOR YOUR WILLINGNESS TO DO A LAST MINUTE COLLABORATION, & FOR KNOCKING IT OUT OF THE PARK!
Dad Elizabeth, Jake, Brian, & Sarah Housemates
Thanks for the slack on cleaning, organizing, massage & pho dates, beers, being running partners. Pasta, wine, and being that ear or shoulder when I needed it.
Thank you for teaching me that I can make anything and for making me do things like use a tile saw and welder. Thank you for passing down your artistic spirit and for always supporting my inventive dreams. Margaret Padilla Portfolio 2016
YOU ARE THE UX/NON TRADITIONAL BOOK TRAILBLAZER. THANK YOU FOR TAKING THE TIME TO EDIT, CHAT AND HELP ME REACH MY GOAL.
Mom
YOUR AMBITION AND BRAVERY TO FOLLOW YOUR OWN UNIQUE PATH INSPIRES ME EVERY DAY. IT’S BEEN FUN TO BE BACK IN SCHOOL AT THE SAME TIME. I COULDN’T HAVE DONE IT WITHOUT YOU!
THANK YOUS
Thank you for the opportunity to learn about the digital world at one of the most awesome agencies in San Diego. Your leadership style has encouraged my growth in so many ways. Thank you for your helpful feedback, park picnics, and career counseling. I feel so lucky to have met you.
Nicci Van Collaborator / Visual Design
YOU’RE AN AWESOME TYPOGRAPHER, ACCOUNTABLE PARTNER, KICK ASS DESIGNER & COLLABORATOR. BEST OF LUCK IN ALL YOU DO!
Vanessa Alvarez Portfolio 2016
YOUR AWESOME HELP LAST MINUTE!
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Published on May 23, 2017
Student Portfolio, San Diego City College 2017
