BRIEF: Refresh the emotive. branding without changing the shape of the logo.
CHALLENGE: The existing branding was a mix of very old and recently updated materials that used the colours pink, purple & turquoise. Many different and very inconsistent powerpoint templates were used on a daily basis to present to clients and a completely different look and feel had been used for the agency website.
SOLUTION: Following a thorough competitor analysis and an intensive design exploration period, I presented 7 different moodboards to the leadership team, reaching from rather careful small updates to a completely new look and feel. After careful consideration we decided to go with a modern coral and very dark blueish-purple that would stand out next to our competitors.
ROLE: Strategy, planning, UX & design
[not yet available on the app store]
BRIEF: Create an engaging smart meter app that has the potential to replace the current 'in-home device'. Start with a MVP that is compliant with SMETS 1.0 requirements and builds a platform to be an app for a 'Smart Home'.
DESIGN PRINCIPLES: Make the basics brilliantly simple & do the hard work for the customer.
CHALLENGE: The current 'in-home device' is only interesting for the first few weeks, after that it ends up forgotten in a drawer. The UI is so complicated that most users are not able to access the full functionality to explore/analyse their consumption to cut costs.
SOLUTION: Three concepts have been explored: Simplicity, Education and Control. Focus group testing has shown that simplicity is what people need for the first few years to understand their energy consumption. At a later stage full control would be appreciated too.
The final simple smart meter app builds on the mechanics used throughout the rest of company's digital platforms - progressive disclosure: on the highest level (the dashboard) the app only shows the current consumption, but that can be explored further with a few clicks to drill into hourly data. Release 1 starts with a trial of 1000 customers.
ROLE: Creative Lead for concept and build
BRIEF: Relaunch the cluttered and boxy sse.co.uk as part of the SSE-internal digital transformation program.
Release 1 & 2: Pre login - Increase online acquisition.
DESIGN PRINCIPLES: Make the basics brilliantly simple & do the hard work for the customer.
CHALLENGE: Simplify the navigation and the sign-up process. Create a new online brand identity (alongside the branding agency) during the process.
SOLUTION: Creating a UI design that creates hierarchy through progressive disclosure. Only the most important content for the user will be shown on first view. More detail can be revealed through interaction. Clear visual hierarchy, starting with bold imagery and minimum amount of copy, at the top level, down to forms with white background and no imagery at all for maximum focus.
ROLE: Creative Lead, Lead Design
RIEF: Relaunch the cluttered vw-vans.co.uk to bridge the gap till the big global launch of the new VW 4.0 design. Increase sales by including the VW dealers’ details on the site.
CHALLENGE: Simplify the navigation, reorganise the content and find a solution where to host the new section ‘Technology’.
OLUTION: Completely restructure the VW UK site to incorporate the introduction of a number of different models and reflect the emergence and importance of new technology issues and topics such as eco-friendly. We created three simple ways to navigate: a needs-based navigation, a dropdown showing all vans by range and a ‘sushi bar’ that lets the user search by body style. In addition we created a whole new section around new technology, explaining the various ways VW invests in the future.
ROLE: Creative Lead, Lead Designer, UX concept
BRIEF: Launch Fudge globally, creating a digital hub where people can engage with the brand and purchase all products.
CHALLENGE: To improve brand awareness and generate increased sales in the UK market.
SOLUTION: The identified target group were non-commercial ‘Hipsters’ but the brand needed a digital home to come alive to be able to attract them and provide a seamless customer experience into e-commerce. Therefore we created a platform, the Fudge LookBook, which enabled them to show off their individual hairstyles and tag the Fudge product they created it with. Using a variety of social channels they would then share this with friends and colleagues thereby spreading the word of the Fudge brand.
ROLE: Creative Lead, Design
RIEF: Create a platform ‘100 echoes’ for AdAstra to explain the idea of sending a message into space, targeting three very different groups: the rich entrepreneurs, the famous’ and the space enthusiasts.
CHALLENGE: The site not only has to explain a very technologically complex operation, it has to reflect the innovative and entrepreneurial side of the whole idea of leaving a footprint in space.
SOLUTION: Recognising the uniqueness of the brief, we decided to adopt aless traditional approach and opted to create a parallax scrolling site to explain the idea in an entertaining but serious way. In order to cater or the different target groups, individual URLs were created which also allowed for the site to be personalised for single individuals.
ROLE: Lead Design
RIEF: Provide a visual framework for internal use at SONY, that enables the effective targeting of clearly defined consumers groups.
CHALLENGE: Identifying a solution that can clearly highlight the differences between the consumer groups and avoid mixing them up.
SOLUTION: Because of the rather abstract names of the groups, I decided to go for a more visual approach to show the subtle distinction of each section. To relate to the actual names I kept the initials within the graphic and created little characters that hold accessories relevant to each group for example :
Tech Explorers (Edge Youth & Tribal Youth)
“New technology fascinates me for its own sake and I’m willing to pay to be among the first to own stylish and leading edge innovation! “
Live Enhancers (Tribal Youth, Mainstream Purpose, Mainstream Show-offs)
“Life is for enjoying and sharing. I’m a very open person and among the first to use tech if it enriches my life - but I may need help choosing it! “
Practical Balancers
“I need to evaluate technology carefully before committing to understand how it can be useful as I don’t want to take unnecessary risks.”
ROLE: Concept and 2D Design, Creative Lead
RIEF: Relaunch Turkcell.com.tr while creating a playful hub and where people can compare and purchase all devices.
CHALLENGE: Overcome cultural and linguistic differences in content, design and interaction.
SOLUTION: Produce a very colourful and especially playful interactive design, rather that adopting a quiet and clean (Apple-esque) look and feel. We stepped away from a boxy design towards organic shapes in an array of colours and filled the site with playful interactions. What feels rather over the top in our western mindset, won us an award in Turkey.
ROLE: Creative Lead, Ux, Design
RIEF: Redesign and restructure the BT Fon app for iPhone, iPad, Blackberry and Android devices considering the user feedback from version 1.
CHALLENGE: Cater for three operating systems the app has to run on with all their technological, UI and design differences.
SOLUTION: A major restructure of the user experience to reflect the results of the user feedback in which there was strong criticism of the structure and usability of version 1. The design needed to align with the 'new' brand colours of BT broadband (blue to green gradient) to visually clarify the affiliation.
ROLE: Creative Lead, Ux, Design
RIEF: Design the new BT 'VoIP' app, which allows BT broadband customers use/access their landline from their smartphone.
CHALLENGE: Create a simple sign-up process for households with more than one user and specific restrictions for children.
SOLUTION: Targeting mainly females, the design needed to be less technical orientated and be slightly feminine – this led to the main colour purple. For an intuitive signature interaction we chose to use the curve of the thumb moving over the screen, scrolling through the content. For the sign-up process, we chose to go with not more than three steps that can only be done by the account holders themselves.
ROLE: Creative Lead till August 2011 , UX, Design