Madison Reed is a Series-D e-commerce startup that sells hair products online. I was brought onto the team as an UX design consultant, and stayed as a product manager. This was a 1-month project during my design consultancy. The primary goals were to improve the overall UX and increase e-commerce conversion rate. I worked on the design alone, reported to the COO, and worked with the engineering team for implementation.
BusBuzz is a location-based social music application created for the public buses of Istanbul. It essentially creates a jukebox specific to each bus, which helps commuters discover and share music with each other.
The application was commissioned by Avea, a Turkish mobile operator, to "solve modern problems in Istanbul with cutting-edge technology". Yael and I, with support from the Mobile Experience Lab team, decided to tackle the issue of traffic by increasing the appeal of public transportation. This app is currently being developed at Avea Labs.
Partner: Yael Alkalay
The MIT Mobile Experience Lab
Design Without Boundaries
Disruptive Applications for Pervasive Computing
Instructor: Federico Casalegno
Textbook exchange is an exploration of web databases, e-commerce UX design, and non-visual UX research (information architecture). This started as a personal side project and grew into an independent study under the supervision of Professor Scott Anderson. Built from scratch for the Wellesley College community--students can buy, sell, and rent textbooks from/to each other with the following features:
Easy searching and filtering
Filter textbooks by class, title, author, ISBN, and price
Secure transactions, custom-made for Wellesley College
Log in system is integrated with the Wellesley College log in system. Website only viewable when connected to the Wellesley network. Trade with those you know.
Room for negotiation
Sellers have the option of listing their textbooks as open for negotiation, and buyers can make bids.
Integration with other platforms
Buyers can enter class-specific queries and get email notifications when someone posts a relevant textbook. Sellers can get email notifications when there are new interested buyers.
Rent option, saving courses to get notified for buyers, links to the Wellesley Bookstore and Amazon for price comparison, expanding to a general for-sale forum, Facebook integration. I'm currently exploring other frameworks (in particular, Python Flask with SQLAlchemy) to update the site.
Brainstorming | User Personas | Storyboard | Wireframes | UI & Visual Design
I'm fleshing out a design exercise here to show my thought process. It's only the initial step to a solution and will require much user feedback to achieve a more polished user experience.
Generally, I like to:
- involve user testing and feedback in every step of the design process.
- brainstorm collaboratively--free exchange of ideas.
- check in and iterate often.
TUI.TAR is an air guitar-inspired tangible user interface for digital music creation and performance. It was created for Wellesley's Tangible User Interfaces course and the 2011 UIST Student Innovation Contest, for which we received 1st place creative.
Team Members: Lara Helm '12, Casey Grote '14, Emily Lin '14
Advisor: Dr. Orit Shaer, Wellesley College
The MIT Mobile Experience Lab was tasked with forming business strategies through analyzing the call data records of Avea, a Turkish mobile operator. This project was divided into four main phases:
Research: exploring key market trends and opportunities in big data.
Analysis: integrating our research of trends, technologies, visualizations, and competitive analysis. Identify possible main trends & areas of opportunity.
Idea generation: MEL and AVEA brainstorm session
- Implementing "Power User" models.
- Different approaches to identify 'power users' through CDR
- Defined constraints & criteria
- Python algorithm that tests these approaches with simulated data
I was responsible for all the visual aspects of the project: visual design for all deliverables, researching types of big data visualization, and implementing the final visualization. Here are some sample slides from our final deck.
Team Members: Kwadwo Kyarko, Keren Gu, Bharadwaj Janarthanan, Alan Chiao, Anirudh Sailesh
Mentors: Federico Casalegno, Pelin Arslan, Leonardo Giusti; MIT Mobile Experience Lab
I'm incredibly proud to have been a part of the team to organize the inaugural TEDxWellesleyCollege conference. Our theme for the 2/22/2014 conference is "Consilience", the coming together of knowledge from different disciplines--coined from E.O. Wilson's book of the same title.
My responsibility as a Media Executive included branding, visual identity, and publicity (promotional posters, social media engagement). Specifically, over the course of 4 weeks, I designed and developed a custom responsive Wordpress template to host our official website. This was the first Wordpress theme I've developed, and the largest professional event I've helped coordinate.
We had 12 amazing speakers, an all-day live conference, and a web live-stream that was watched by over 1,000 people from over 30 countries. Videos of the speakers will be posted online soon. For more information, please visit our Facebook page or our official website.
Brand strategy | Logo & web design
Over the course of 10 weeks, our team of 11 developed an advertising campaign to rebrand and reposition our client, Mama Foundation for the Arts. Two of us (including me) were based in Boston, and the rest were in NYC. We communicated over Google Hangout for the first 9 weeks, and only met each other in person for the final presentation. Selected out of 11 competing teams as the case study winner, we presented our campaign at the annual Face of Talent conference.
I was the art director of the group, so I guided research, brainstorming, strategy and visual direction while executing the logo and web designs.
MAIP 2013, Sponsored by the 4A's
Competitive Analysis | Brand strategy | Visual direction | Pitch
For a 8-week case study competition at Digitas Boston, our team of 7 worked closely to develop an advertising campaign for GrooveBoston. After pitching to the President of Digitas Boston and the founders of GrooveBoston, we were selected as the winners out of 4 competing teams.
I was one of two art directors in the group, so I collaborated closely with the other art director to shape our strategy, phrase our message, create a consistent visual identity, and polish our deck. Here are some sample slides from our final presentation.
Team: Sarah Choe, Jack Hennessy, John Kwon, Morgan Perry, Erica Shear, Ami Wang
Digitas Boston, Summer 2013.
I also do some graphic & print design, primarily for event promotional posters. Here are a few samples:
As a part of the CS class, Multimedia Design and Programming, I created a few games and animations using Adobe Director. Here are two examples of games:
"Too High or Too Low" is a simple game where the player tries to guess a random number between 1-50. In the easy mode, you have five guesses. In the hard mode, you have three. I revamped the suggested template to simplify the UX and change the aesthetics.
"The Hue Cue" is a drag-and-drop game where you swap around the colored blocks to create a smooth transition between two different hues. As the difficulty increases, the number of blocks increase and the changes between hues become more nuanced.
*There are some Director version incompatibilities; please let me know if you see any bugs in the embedded games.
In my spare time, I love to draw and paint--primarily portraiture and studies of the human face/figure. Please message me if you'd like to commission a portrait!