Page 1

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.


CONTENTS

MO

BILE APP

duct Design Pro

PR

OD

03 S PUR

UCT

pg24

Brand Str ate gy

MELERIA 01 HRIISDSRO A DA

IT BS

WE CONTENTS

n ra

tra dS

tegy & M

ark et

W

E

BS

ITE

Visual Strateg

y

g in

2

B

E

pg4

02

DEL P H IN E CH IC pg16

04

THRI VE

pg34


P

od Pr

uc t D

esign & B ran d

St gy te ra

pg46

S

IT

E

&

MO

BIL

E APP

egy Strat

W

HE MAG IC 06 TMEZCA L SHA KER

B

07

W

EB

SI

TE

REDESIG

AQ UAGROW pg58

N

Content & Vis ua lD

es n ig

O 05 SAMGN DIEG CLUB

CONTENTS

AP

E

O

E

M

B

IL

pg40

3


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

01 02 03 04 05 06 07

“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

A

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.

13


14

HIDROMELERIA RISSADA


15

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.


18

DELPHINE CHIC


19

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.

21


22

DELPHINE CHIC


DELPHINE CHIC

01 02 03 04 05 06 07

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

Description. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut

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

54

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

55


56

THE MAGIC MEZCAL SHAKER


57

PROJECT NAME

01 02 03 04 05 06 07


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.”

60

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

01 02 03 04 05 06 07

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

EMAIL

OPEN MINDEDNESS DESKTOP

SUPPLY ORDERING

FUN

FAMILY VALUES

61


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

62

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

63


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.

64

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.

65


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.

66

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

01 02 03 04 05 06 07

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

67


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

68

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.

69


70

AQUAGROW


71

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!

73

Kira Wilson Portfolio  

Student Portfolio, San Diego City College 2017

Read more
Read more
Similar to
Popular now
Just for you