Selected Work

Kevala Inc - PaaP Analytics startup

Director, Design for a start up providing data services and a product platform to deliver data analytics and scenario forecasting to multiple markets and engagement types, in support of clean energy planning. 

Work includes: 

• Leading product design approach with both UCD and design thinking practices across multiple product teams; bringing UX design to data analytics

• Devising the concept and architecture of the product platform’s delivery framework strategy to support reusability, modularity and configurability

• Introducing, designing & maintaining our design system leveraging IBM’s Carbon system

• Managing and directing design team work

• UX/UI/IxD design (IC) for multiple sprint teams

• Dashboard design for graphical and geospatial data visualizations

Zedge Inc - mobile app

Senior Director of Design for a consumer app (Android & iOS) providing user generated digital content including wallpapers and ringtones.  A public company with more than 400 million downloads and 30 million monthly active users.

I was responsible for coordinating design work to ensure timely delivery of effective, quality deliverables as well as leading the design work on a new initiative for paid content, Zedge Premium.

Work included: 

• Creating and growing an MVP offer within existing product.

• Managing multiple projects & work streams

• Transitioning process to collaborative project teams & guilds

• Initiating product optimization with UX and funnel analysis

• Coordinating UX strategy across products through customer journeys

• Optimization using data results of feature experiments and A/B testing

Mobile, admin tools, integrated marketing funnels/SEO, Agile/Sprint/Scrum, MVP, remote user testing, design for KPI optimization, B2B/B2C

Freeform Development - mobile start-up

Director of Design for early stage start-up offering a mobile app builder tool for music artists to create experiential album apps for their fans.  Included “free-to-play” marketing features allowing users to unlock content for limited use; also, virtual currency and offerwall. 

I led design work on the mobile UX/UI and managed work of designers for visual, brand and app builder tool. We successfully launched 8 versions of the MVP app and gathered even better than hoped for KPI data.

Work included:

• Modular mobile UI system for Unity 3D platform.

• Metering & locking features on music tracks with UX for unlocking metered content using virtual currency.

• UX to acquire virtual currency by purchasing (IAP) or via offerwall rewards.

• Produce assets for release of 8 apps customized to different artists (templatized system).

• Supporting web and email communications (templatized system).

• Templatized social marketing assets.

• Directing the ongoing design for the self-service web-based  CMS and app builder tool including templatized marketing features.

• Brand identity & company web site.

• Manage the work of contractors including for branding, app builder tool, web site and app visual design.

Mobile, admin tools, Unity, IAP, virtual currency, offerwall, user testing sessions, B2B/B2C

Cross platform UX, access and manage sync’ing cloud storage

UX/UI design consultant brought onto this product to help untangle a situation where a big name consultancy was ending their engagement and a mismatch in expectations between the deliverables and planned functionality was emerging. The technical solution being implemented could not support the design; marketing for product release was already ongoing.

My involvement included design planning, UX strategy, co-ordinating design work across five teams and IC design work for the lead product (Android). The product offered UX across platforms for access to sync’d index and back up of user’s content in the cloud. It also featured the ability to add third-party cloud services.

Work included: 

• UX strategy & concepts

• Collaborative design workshop sessions

• UX/Ix/UI design for Win8 Modern/ Web/Android/iOS

• Omni-platform access (web, Mac desktop, Win8 desktop, iOS, Android)

• Multi-touchpoint onboarding funnel for download and install including integration to HP single sign on system

• Features to allow user to integrate third-party cloud sync’ing services 

• Features to set cloud only access to files and UX for virtual instances of files

• Additional complexity was added with features that would run the sync’d index on external hard drive with backup features

Windows7, Win8 Modern, Android, iOS, Web, HP single sign on system